Filo ARMY, get ready as SM Supermalls in the East transforms once again into a vibrant purple celebration zonefor the return of BorahaEast 2.0, a bigger and more immersive BTS fan event running from June 13 to July 9, 2026.
This highly anticipated campaign turns seven SM malls into dedicated ARMY destinations where fans can come together to celebrate BTS and enjoy a wide range of interactive fandom experiences. Fueled by excitement around BTS’ ongoing activities, including their latest album Arirang and global tour, BorahaEast 2.0 unites Filipino ARMYs in a shared celebration of music, creativity, and community across the East.
In partnership with ARMYs of the East PH, the participating SM malls include 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. Each location will feature synchronized installations, themed fan zones, and interactive activities designed to create a unified ARMY experience across all malls.
Fans can expect mall-wide purple illumination moments, cup sleeve events, pop-up markets featuring official BTS merchandise and fan-made collectibles, and immersive photo spots perfect for Festa-inspired memories. ARMY fan gatherings will also allow fans to connect through bias discussions, concert stories, and shared fandom experiences while exchanging freebies and meeting fellow ARMYs.
High-energy activities such as Random Play Dance sessions will bring fans together to perform BTS hits in a lively group setting that celebrates music, movement, and community spirit. The celebration will culminate in the Neon Purple Run this July, a special finale event where ARMYs can run together in full purple energy and create unforgettable memories.
Beyond the activities, BorahaEast 2.0 places strong emphasis on community and connection, giving ARMYs opportunities to meet new friends, celebrate fandom culture, and enjoy surprises, prizes, and photo-worthy moments at every stop. Whether attending with ARMY best friends or going solo, every visit is designed to create meaningful Festa season experiences.
“We are thrilled to partner with ARMYs of the East PH once again to bring BorahaEast 2.0 to life across SM Malls in the East. This celebration allows fans to experience music, creativity, and community in a more immersive way while making lasting memories together.”
Fans are encouraged to wear their best purple outfits, bring their light sticks, and fully immerse themselves in the BorahaEast 2.0 experience. Full schedules, updates, and surprise announcements will be posted on the official social media pages of participating SM malls in the East. BorahaEast 2.0 is more than a fan event—it is a large-scale celebration of BTS, fandom culture, and unforgettable ARMY experiences across the East.
