TikTok Launches Global Campaign for BTS Jin’s New Album ‘Echo’
Global short-form video platform TikTok is fueling excitement for BTS member Jin’s upcoming second mini album ‘Echo’ by launching an interactive pre-release campaign. With a themed ‘Mini Arcade’ microsite, fans worldwide can now enjoy exclusive mini-games inspired by the album and pre-save the new tracks on Spotify.
The campaign, which kicked off on May 2, aims to elevate the anticipation of K-pop listeners across the globe. It gives users a chance to participate in Jin’s comeback journey firsthand, turning the album’s promotion into an engaging, gamified experience. The campaign incentivizes interaction while strengthening the connection between artists and their fanbase worldwide.
Exclusively for TikTok users in South Korea, those who share photos or videos featuring Jin’s official music on TikTok and utilize the campaign hashtag #Jin_Echo before May 11 will be eligible for a special raffle. Fifty-five lucky fans will be invited to the release event “Don’t Say You Love Me @Seongsu” on May 17, celebrating Jin’s return.
This wrapped promotion comes after Jin’s previous achievement — his solo release ‘Happy’, which charted at No. 4 on the Billboard 200 in November of last year. According to TikTok, content using the hashtag ‘#진’ currently exceeds 13.8 million posts, showcasing global admiration for the superstar.
Park Joo-young, Artist & Label Partnership Manager at TikTok Korea, commented: “This pre-release event is a special opportunity for users who have awaited Jin’s comeback to enjoy the countdown together. TikTok will continue to bridge K-pop artists with global audiences through innovative content.”
Upon the album’s official release on May 16, TikTok will unveil a sequence of exclusive vertical live streams and global campaigns to commemorate Jin’s return. With over 1 billion users globally, TikTok has become one of the driving forces behind today’s music discovery and artist-fan engagement — especially in the K-pop scene.
The ‘#kpop’ hashtag now appears in over 65 million pieces of content on the platform, making it one of the fastest-growing genres on TikTok. The company plans to further support K-pop acts and lead creative campaigns that unite performers with fan communities worldwide.
