SM Malls in the East Light Up Purple Once More for BorahaEast 2.0

BTS is back in the spotlight — and with that, BorahaEast 2.0 returns, bringing a full, vibrant purple celebration to all SM Malls across the East.

Attention, Filo ARMY! A purple-themed celebration is sweeping through SM Supermalls in the East as BorahaEast 2.0 makes its highly anticipated comeback, promising an even bigger, more thrilling season than before.

Fueled by excitement over BTS’ latest album Arirang and their ongoing sold-out world tour, this initiative unites ARMY members from all over the Philippines to celebrate music, friendship, creativity, and the unforgettable bond shared within the fandom. 

SM Malls in the East celebrate BorahaEast 2.0 ARMY Fan Festival on June 13 to July 9

In partnership with ARMYs of the East PH, this campaign transforms seven SM locations into purple-filled hubs where fans can connect, celebrate, and build lasting memories:

- SM Center Angono

- SM Center Antipolo Downtown

- SM City East Ortigas

- SM City Marikina

- SM City Masinag

- SM City San Mateo

- SM City Taytay

From June 13 to July 9, attendees can look forward to a packed lineup of activities across all venues. Highlights include the iconic purple illumination that turns participating malls into glowing landmarks, cup sleeve events where fans can bond over shared love for BTS, and pop-up markets stocked with official merchandise and unique fan-made collectibles. 

Energetic fan chants are always fun with hundreds of co-ARMYs cheering together

Running while fangirling to BTS is always a good idea

Groove with co-ARMYs to BTS hits at ARMY fan gatherings

Combining fitness and fandom, the Purple Run proves that enjoying BTS’ music while on the move is always a great idea.

These gatherings serve as the perfect space for everything from deep discussions about favorite members and shared concert stories to exchanging fan-made freebies and making new friends. For those who love to move, Random Play Dance sessions let fans dance their hearts out to BTS’ discography. The celebration culminates in July with the Neon Purple Run — a vibrant finale where runners and fans alike take to the streets in purple, creating unforgettable memories with every step. 

Tag along your ARMY bestie and create lasting fangirl memories

Join ARMY games and win fun prizes at fan gatherings

Fan gatherings also feature fun ARMY-themed games, where attendees can win exciting prizes and take home special souvenirs. 

Join ARMY games and win fun prizes at fan gatherings

BTS merch—official or fanmade in all forms—available for collection at the Pop-up Market in select SM malls and dates.

So put on your best purple outfit, grab your light stick, and get ready to celebrate BTS Festa in the most spectacular way possible at BorahaEast 2.0. 

To ensure you don’t miss a single purple moment, follow the official social media pages of all seven participating SM Malls in the East. Stay updated on schedules, surprise announcements, and exclusive offers — then head to your favorite malls, celebrate to the fullest, and make memories that will last a lifetime with your fellow ARMY. 

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GH Mall and Estancia Bring BTS Comeback and Huntrix Energy for Earth Hour

The most anticipated K-Pop experience of 2026 is almost here—no plane ticket to Korea needed. 

GH Mall is bringing fans together with ARMYVERSE Earth Hour, a unique gathering where BTS ARMYs unite to share their love for music and support a meaningful cause. With a single or accumulated receipt worth ₱1,000, shoppers can enjoy DJ sets, BTS-inspired activities, and exclusive freebies. When the lights go down for Earth Hour, the energy will rise as everyone raises light sticks, sings along, and takes part in a symbolic switch-off for the planet.

 

At Estancia, the celebration continues with Huntrix Earth Hour, inspired by the hit movie K-Pop Demon Hunters. Fans can dress as their favorite characters for a chance to win prizes. The same ₱1,000 single or accumulated receipt requirement applies for access to this immersive experience.

Across both malls, this is more than a fan event—it’s a celebration of music, community, and purpose. 

For more information, follow GH Mall and Estancia Mall on Facebook and Instagram.

MAXED OUT! BTS and ARMY Celebrate Big at SM Malls

Excitement was off the charts as ARMYs gathered in full force across SM malls to celebrate one of the year’s most anticipated K-pop comebacks.

At SM City Valenzuela, a lively listening party filled the air with energy as fans came together to enjoy BTS’ music. With synchronized chants and spontaneous sing-alongs, every track became a shared experience – proving that BTS celebrations are best enjoyed with fellow ARMYs.

Over at SM City Grand Central, the fun continued with a vibrant fan meet. ARMYs bonded over their love for the group through activities, games, and unforgettable moments. It was more than just an event; it was a heartfelt gathering of a community that spans the globe.

This buzz builds toward the BTS WORLD TOUR Arirang, which fans can watch on the big screen at SM Cinema locations in SM City Grand Central and SM City Valenzuela on April 11, 12, and 18.

Look out for more events at your favorite SM malls – Grand Central, Valenzuela, and Sangandaan – the home of everyday celebrations. Visit and gala to the max!