The ARMY fan festival returns from June 13 to July 9 with purple illuminations, fan gatherings, pop-up markets, games, dance sessions, and a Neon Purple Run.
SM Malls in the East is turning purple once again as BorahaEast 2.0 returns from June 13 to July 9, bringing Filipino BTS fans together for a bigger celebration of music, friendship, creativity, and fandom culture.
The campaign, held in partnership with ARMYs of the East PH, will transform seven SM malls into purple-filled destinations where fans can gather, celebrate, and create memories during the Festa season. The participating malls are SM Center Angono, SM Center Antipolo Downtown, SM City East Ortigas, SM City Marikina, SM City Masinag, SM City San Mateo, and SM City Taytay.
BorahaEast 2.0 comes as BTS continues to draw global attention with their album “Arirang” and the ongoing ARIRANG World Tour, which opened in South Korea in April 2026 after the group’s full-member return. Reports from AP and Reuters noted the tour’s large-scale comeback moment, including sold-out concerts and strong fan turnout.
Across the participating SM malls, ARMYs can look forward to purple illuminations, cup sleeve events, fan gatherings, pop-up markets, Random Play Dance sessions, and special fandom activities. SM Supermalls also announced BorahaEast 2.0 as a June 13 to July 9 celebration across participating malls in the East Metro.
The fan gatherings will give ARMYs space to share concert stories, talk about their favorite BTS moments, join games, win prizes, exchange freebies, and meet new fandom friends. Select malls will also host pop-up markets featuring official and fan-made BTS merchandise and collectibles.
One of the highlights of the campaign is the Neon Purple Run this July, a vibrant finale where running enthusiasts and ARMYs can come together in purple outfits for a shared celebration of fandom and movement.
More than the activities, BorahaEast 2.0 is about connection. It gives fans a space to celebrate BTS not only through music and merchandise, but through friendship, shared memories, and the community that continues to grow around the group.
ARMYs are encouraged to wear their favorite purple fits, bring their light sticks, and follow the official social media pages of the seven participating SM Malls in the East for schedules, surprises, and event announcements.
