Baedal Minjok launches limited-edition drink to support small cafes during BTS's comeback season.
Category: Arts & Culture
As the global sensation BTS gears up for their highly anticipated comeback with the release of their new album ARIRANG, local businesses in Seoul are set to benefit from a unique initiative aimed at boosting small cafes in the area. The album, officially released on April 2, 2026, features collaborations with renowned artists like Bad Bunny and has already achieved over one million pre-orders, according to music editor Tyler Spry.
The title track, 'SWIM,' has been highlighted as a key song in the album, which contains a total of 30 tracks. As of April 4, 2026, the album has attracted over 200 million streams, underscoring the immense popularity of BTS and the excitement surrounding their return.
In a strategic move to capitalize on the buzz created by BTS's comeback, the delivery service company Woowa Brothers, which operates Baedal Minjok, has announced a regional support program for small businesses called 'BTS THE CITY ARIRANG SEOUL.' This initiative will run from April 6 to April 19, 2026, and includes the launch of a limited-edition drink named 'The City Arirang Red Ade.'
The drink, inspired by BTS's fifth album, utilizes Omija, a local fruit from Mungyeong in Gyeongbuk. It is crafted to be refreshing and easy for small cafes to prepare, making it an ideal addition to their spring menus. Woowa Brothers aims to help these cafes take advantage of the tourism influx expected from BTS's comeback by providing comprehensive support. This includes recipe development, free key ingredients, disposable cups, lids, and promotional materials.
RM, a member of BTS, expressed confidence in the album's success, stating, "We are excited about this new chapter. This album is not just for us; it’s for our fans and the community that supports us." This sentiment reflects the band's commitment to their followers and the broader impact they hope to achieve.
The initiative by Woowa Brothers is particularly notable as it marks the first time a global fandom marketing strategy has been directly linked to small business support. The company aims to connect the economic benefits of BTS's popularity with local cafes in the Jongno-gu and Jung-gu districts of Seoul, ensuring they also share in the financial boost from the anticipated influx of fans and tourists.
As part of the promotional efforts, customers can receive discount coupons through the Baedal Minjok app until April 19, 2026. These coupons can be used at participating cafes, encouraging both pickup orders and visits to these small businesses. The project is expected to have a substantial impact, helping to stabilize the operations of local cafes during what is expected to be a busy tourism season.
Kim Jung-hyun, head of sustainable management at Woowa Brothers, emphasized the importance of supporting small businesses, stating, "We have developed a model that allows small cafes to participate without financial strain. From menu development to marketing, we are here to support them every step of the way." This approach aids the cafes and enhances the experience for visitors as they enjoy BTS-themed offerings.
The 'The City Arirang Red Ade' drink is a marketing strategy and a way to create a memorable experience for BTS fans and tourists alike. By integrating local flavors and the BTS brand, the initiative aims to provide a unique taste of Seoul during a time when small businesses often struggle to compete with larger establishments.
Meanwhile, the excitement surrounding the album release has already begun to ripple through the music industry. BTS's previous albums have set records, and the anticipation for ARIRANG suggests that this trend will continue. As fans eagerly await the new music, the collaboration with local businesses adds an extra layer of community engagement to the BTS phenomenon.
As the promotional campaign progresses, small cafes participating in the initiative are expected to see an increase in foot traffic and sales. This could provide much-needed support to these establishments, which have faced challenges in recent years due to various economic pressures.
In addition to the local economic benefits, the collaboration also serves as a reminder of BTS's influence beyond music. The group has consistently used its platform to advocate for various social causes, and this initiative aligns with their broader mission of fostering community and supporting local economies.
As the days draw closer to the launch of the album and the accompanying local business initiative, the excitement is tangible. Fans are not only ahead to the new music but are also eager to experience the cultural and culinary offerings that come with it.
With the combination of BTS's star power and the collaborative efforts of Woowa Brothers, the initiative a win-win for both fans and local businesses. As Kim Jung-hyun noted, "We hope to create a sustainable model that allows small businesses to thrive in a way that complements large events like the BTS comeback." This forward-thinking approach could pave the way for similar initiatives in the future, linking fandom with local economic growth.
The launch of the limited-edition drink and the support for small cafes is just one of many ways that BTS continues to impact the world around them, reminding us all of the power of community and collaboration in the face of challenges.
As April 19 approaches, the excitement for both the album and the related events will likely only grow, bringing together fans and local businesses in a celebration of music, culture, and community.