Launched under SM Supermalls’ Extra Exciting East regional campaign and the nationwide SM Fandom initiative, Welcome to BorahaEAST is a tribute to the music, message, and global impact of BTS. This multi-mall celebration gives fans the chance to connect, express their love for BTS, and create unforgettable purple memories through curated activities designed especially for the ARMY community.
What to expect: A full month of purple magic
Purple illumination (June 13–July 9)
Witness all 7 malls light up in iconic BTS purple, symbolizing the group’s love and connection with their fans. It’s the perfect way to kick off the BTS Festa season in the East!
.png "BORAHAEAST - Simultaneous cup sleeve event (June 14)")
Join fellow fans for a day of fandom unity, photo ops, and exclusive cup sleeves as all seven SM malls host a massive BTS-themed cup sleeve event.
Celebrate an OT7 reunion with your ARMY friends, shop for K-merch, and enjoy interactive booths and installations at select fan events:
- June 14 – SM City Taytay
- June 15 – SM City Marikina
- June 21 – SM Center Angono
- June 29 – SM City East Ortigas
- July 5 – SM City Masinag
ARMY key ring party
- June 22 – SM Center Antipolo Downtown
- July 5 – SM City San Mateo
End the celebration with a burst of energy as ARMYs take center stage and show off their dance moves during a full-on BTS Random Play Dance showdown!
Where music meets memories
Welcome to BorahaEAST is more than a celebration — it’s a place for connection. It brings together fans from all walks of life who have been inspired by BTS’ music and message of hope, self-love, and togetherness. The event series reflects how SM Supermalls continues to champion safe, inclusive, and joyful spaces for fandoms to thrive.
So, whether you’re a newly converted ARMY or celebrating your BTS era with longtime friends, this is your sign to head to the East. Spend the BTS Festa season with your ARMY friends, collect memories, and celebrate — because a new chapter has begun.
About SM Supermalls
SM Supermalls is the leading destination for fans and fandom culture in the Philippines. Through the SM Fandom campaign, SM continues to celebrate pop culture and community by mounting interactive, inclusive, and fun events for fan groups of every kind — from K-pop and anime to film, gaming, and beyond. With welcoming spaces, exciting promotions, and nationwide reach, SM remains the home where fans feel they belong.
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