The campaign celebrates the release of Jimin of BTS' second solo album, MUSE Fans can engage with the #Jimin_Who hub to unlock exclusive in-app rewards

TikTok is excited to unveil #Jimin_Who, an exciting new in-app hub to celebrate BTS’ Jimin of 21st century pop icons BTS and his highly anticipated sophomore album, MUSE. As the leading platform for music discovery, TikTok’s new immersive hub offers BTS fans worldwide interactive experiences and access to exclusive content only available in-app.

Starting today, fans can dive into the #Jimin_Who hub by clicking on the search banner that appears alongside related terms such as 'Jimin' and 'BTS'. Fans will be presented with challenges to unlock a limited-time exclusive profile frame. Additionally, the hub features top-performing content from Jimin and a Fan Spotlight showcasing standout members of the ARMY.

K-Pop has emerged as one of the fastest-growing genres on TikTok, with K-Pop artists comprising 50% of the most-viewed global artists in 2023. The #kpop hashtag has generated 59.8M posts and amassed 602B video views.

Since debuting over a decade ago, BTS (@bts_official_bighit) has established themselves as 21st century pop icons, breaking countless world records and becoming the fourth biggest artist account on TikTok. The band has amassed over 65.5M followers and received 1.4B likes from their official fandom ARMY. Hashtags related to the group continue to generate huge engagement, with #bts appearing in 94.1M creator videos and #bts_official_bighit in 33.4M.

Hashtags related to #jimin have been featured in more than 22.9M creator videos. After releasing his debut solo album FACE last year, Jimin’s #1 song, 'Like Crazy', inspired more than 300K creator videos, and the dance video posted on the group’s TikTok was viewed over 36.2M times and received more than 8.6M likes. Jimin recently shared an exclusive behind the scenes video of pre-release single “Smeraldo Garden Marching Band (feat. Loco)” from MUSE, which has been viewed by 11M fans and garnered 2.5M likes.