For BTS fans, the phrase “I Purple You” is more than just a way of saying “I love you.” It’s a heartfelt expression of a unique bond, a connection that transcends language and resonates deeply within the BTS ARMY.

The story behind “I Purple You” is as captivating as BTS’ meteoric rise to global fame. The color purple wasn’t always associated with BTS; it all began during a fan meeting in 2016 when Kim Taehyung, also known as V, spontaneously uttered the phrase. V explained his choice of purple by saying, “Purple is the last color of the rainbow, so it means I will trust and love you for a long time.” While V later admitted to making up the meaning on the spot, his heartfelt wish to “see you for a long time” resonated with fans.

Since then, “I Purple You” or “Borahae” in Korean, has become a global phenomenon. It’s a way for BTS and ARMY to express their mutual love and appreciation. At concerts and speeches, BTS members often use the phrase to thank their fans for their unwavering support. Even though the trademark application for “I Purple You” was rejected, the term remains firmly linked to BTS and ARMY.

The impact of “I Purple You” goes beyond words. The color purple itself has become a symbol of everything good and true within the BTS ARMY. It’s a permanent replacement for traditional red hearts, signifying the unique connection between the band and their fans. This connection is so strong that it has influenced marketing strategies. From the BTS meal at McDonald’s to Samsung’s special edition phones, purple is prominently featured, leveraging the power of this shared love between BTS and ARMY.

The power of “I Purple You” was further amplified on the ninth anniversary of BTS’ ARMY. Google and YouTube collaborated to create a special feature. When a user searches for BTS, a purple heart appears. Clicking the heart unleashes a shower of purple balloons, each one revealing a voice clip of a BTS member saying “I Purple You.” This interactive experience adds a personal touch and strengthens the bond between fans and the band.

Even with some members currently serving in the military, the connection between BTS and ARMY remains strong. BTS continues to release content and interact with their fans, and the phrase “I Purple You” serves as a constant reminder of the enduring love and respect they share. The influence of purple is evident everywhere in the BTS world, from their concerts and fan-made videos to their merchandise and online content. It’s a color steeped in meaning, a symbol of a relationship that transcends language and culture.