"V PURPLE YOU"‐ Fans celebrate 9 years of 'Borahae', thanking BTS' Taehyung for creating ARMY's most iconic phrase

ARMY across the world filled social media with tributes on November 13, 2025, as they celebrated the 9th anniversary of Borahae. It is a phrase BTS’ Taehyung famously coined in 2016.

The term is a blend of “bora” (meaning purple) and “saranghae” (meaning “I love you”), two words from the Korean vocabulary. Over time, "Borahae" has come to represent the relationship between BTS and their fandom within the K-pop scene.

Taehyung first said the phrase during a fan event in Seoul. He explained that purple is the last color of the rainbow and represents loving and trusting someone until the end. He said on November 13, 2016,

"Purple is the last color of the rainbow. So it means I will trust and love you for a long time."

What started as a spontaneous moment quickly turned into a worldwide symbol. Over the years, Borahae has appeared in brand collaborations, global landmarks lit in purple, and countless fan gatherings. The term has been widely associated with BTS’ identity.

This year, fans once again remembered how deeply the phrase shaped their relationship with the group. Online, they shared memories of discovering its meaning and talked about how Taehyung’s creativity gave them a word that feels more like an emotion than a phrase. Fans filled timelines with messages expressing gratitude for the idol who created something so personal and lasting.

An X user, @taeguide, wrote,

"9 years ago today Taehyung gave a new meaning to a color that is now a symbol of love and trust that unites millions of fans around the world .V PURPLE YOU 9 YEARS."

Many fans described how I Purple You helped them feel connected to the group, even during long breaks and hard times. Others highlighted how Taehyung’s warm way of expressing love made the term unforgettable.

The online celebration grew even bigger as hashtags like #BorahaeTaehyung and #IPurpleYou9Years trended worldwide. Fans called the anniversary a reminder of BTS and ARMY’s two-sided relationship built on love and appreciation.

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All we know about ‘Borahae,’ Taehyung’s influence, and BTS’ upcoming 2026 comeback

Taehyung’s phrase has carried huge cultural importance over the past nine years. In 2022, HYBE attempted to trademark Borahae, but the Korean Intellectual Property Office rejected the request. According to KbiZoom report from 2022, they said that the term belonged to Taehyung and had become a public expression tied directly to him.

Since 2016, Borahae has been featured in global campaigns, charity events, and landmark celebrations. From the Empire State Building and Paris bridges to Seoul’s major venues, purple light displays have often been used to honor the group’s milestones. The phrase also inspired the “purple ocean,” a tradition in which fans cover light sticks with purple film to create a unified wave during concerts.

Las Vegas Welcomes BTS With Purple-Lit Properties And Marquee Takeover - Source: Getty

The anniversary celebration comes at a significant moment for BTS. All seven members completed their military service in June 2025. They are now working together for one of their most anticipated group comebacks. The new album is expected to be released in spring 2026, marking their first full-group return since 2020.

Industry insiders have hinted at an accompanying world tour spanning more than 60 dates from May to December 2026, potentially becoming one of the largest K-pop tours in history.

Bloomberg reported that BTS is planning up to 65 concerts worldwide, with over 30 shows estimated for North America alone.

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Though BigHit Music has not confirmed dates, the report stated that preparations from BTS are already underway.

Edited by Toshali Kritika