Attention, Filo ARMY! A purple-filled celebration is making its way across SM Supermalls in the East as BorahaEast 2.0 returns for an even bigger and more exciting season.
Fueled by the excitement surrounding BTS’ new album Arirang and their ongoing sold-out world tour, BorahaEast 2.0 brings together ARMY from across the country for a celebration of music, friendship, creativity, and unforgettable fandom moments.
BTS is back — and BorahaEast 2.0 returns in full purple celebration across all SM Malls in the East.
In partnership with ARMYs of the East PH, the campaign transforms seven SM malls into purple-filled destinations where fans can connect, celebrate, and create memories together:
- SM Center Angono
- SM Center Antipolo Downtown
- SM City East Ortigas
- SM City Marikina
- SM City Masinag
- SM City San Mateo
- SM City Taytay
From June 13 to July 9, ARMYs can look forward to a lineup of maxed-out experiences happening throughout the campaign. Watch participating malls glow during the much-awaited purple illumination, join cup sleeve events with fellow fans, and discover exciting finds at the pop-up market featuring BTS merch and other fan-made collectibles.
Energetic fan chants are always fun with hundreds of co-ARMYs cheering together
Groove with co-ARMYs to BTS hits at ARMY fan gatherings
Running while fangirling to BTS is always a good idea
From BTS bias discussions and concert stories to handing out freebies, the ARMY fan gatherings create the perfect space for fans to connect and celebrate together. Meanwhile, energetic fans can dance their hearts out during Random Play Dance sessions and cap off the BorahaEast 2.0 celebration at the Neon Purple Run this July — a vibrant finale where running enthusiasts and ARMY alike can hit the ground in purple and create unforgettable memories with fellow fans in every stride.
Tag along your ARMY bestie and create lasting fangirl memories
Join ARMY games and win fun prizes at fan gatherings
Beyond the activities, BorahaEast 2.0 is all about creating meaningful moments together. Whether you’re attending with your ARMY besties, meeting new fandom friends, or simply celebrating your love for BTS, every stop promises surprises, prizes, photo-worthy moments, and experiences that make the Festa season even more memorable.
Join ARMY games and win fun prizes at fan gatherings
BTS merch—official or fanmade in all forms—available for collection at the Pop-up Market in select SM malls and dates.
So wear your favorite purple fits, bring your light sticks, and prepare to celebrate the Festa season the maxed-out way at BorahaEast 2.0.
Don’t miss a single purple moment — follow the official social media pages of all seven participating SM Malls in the East for BorahaEast 2.0 schedules, surprises, and event announcements, then gala to the max by visiting your most loved malls throughout the celebration and making memories with fellow ARMY along the way.