In K-pop culture, there was once a period when the concept of an “official color” representing each idol group was widely popular. For example, Girls' Generation (SNSD) was known for Pastel Pink, while BIGBANG was αѕѕociated with Bang Yellow (or Sun Yellow). However, in later generations, the concept of an official representative color has become less clearly defined. BTS has never officially declared a color for their fandom, but purple has long been implicitly recognized as deeply connected to the group and their fandom.

That connection can be traced back to a remark V made at a BTS concert in 2016. The idol once said, “Just as purple is the last color of the rainbow, I will trust and love you until the very end.” Since then, the color purple and the phrase “Borahae” (I Purple You) have been widely embraced by the fandom and gradually become a global symbol. It became so popular that, for example, whenever BTS toured different countries, cities would light up in purple or buses and streets would be decorated in the color.

With such a deeply rooted symbol having been αѕѕociated with BTS and their fandom for a decade, how could fans not take notice when reports emerged suggesting that HYBE wants to remove purple from BTS’ brand identity? A recent comment from a Toronto city official immediately sparked a major debate within the ARMY community.

Specifically, in the interview “EXCLUSIVE: How BTS ARMY helped Toronto get approval for 20 ‘BTS Boulevard’ street signs,” published by Now Toronto on August 21, Coun. Lily Cheng, who was directly responsible for implementing the “BTS Boulevard” project to welcome BTS to Toronto for their concerts, revealed a notable detail about the process of working with HYBE.

Lily Cheng explained: “Some people might wonder why [the sign] not purple because apparently everyone αѕѕociates BTS with purple. I think, lit the whole main ѕтяιρ purple to welcome BTS.” However, when she asked BTS management about it, they reportedly responded: “No, no, no, we don’t want purple because we’re evolving the brand and the current concert, Arirang, the branding is black and red.”

As a result, as fans witnessed that day, the City of Toronto began installing 20 temporary black-and-red “BTS Boulevard” signs featuring the branding of BTS’ “Arirang” tour along Yonge Street in North York ahead of the group’s sold-out concerts this weekend—exactly as HYBE had requested.

Since the middle of last month, кσяєαn and international media outlets have reported that the Toronto City Council approved a proposal to add the name “BTS Boulevard” to a stretch of Yonge Street from North York Boulevard to Finch Avenue from August 21 to September 23, coinciding with BTS’ performances at Rogers Stadium. In addition, the city declared the concert dates (August 22–23) “BTS Weekend,” with the “Toronto” sign in front of City Hall set to be illuminated in purple. The project received an enthusiastic response from fans around the world.

However, after the behind-the-scenes story behind the project was revealed, a strong wave of accusations emerged within the fandom, with fans claiming that HYBE is attempting to remove purple from BTS’ fandom identity. One fan commented: “So BTS management erasing the group’s strongest identity element after failing twice to claim and profit from it is honestly telling. Instead of crediting the rightful creator, we get ‘evolving the brand.’ You don’t get to erase history because you couldn’t own it.”

Meanwhile, another fan pointed out: “HYBE may be moving away from BORAHAE, the word and the color, but no branding change can erase what it means to BTS and ARMY. BORAHAE was coined by Taehyung, and what started with his words became soмєтнing so much bigger. It became a symbol of the love and connection shared between BTS and ARMY. They can call it ‘evolving the brand’ and introduce new words or colors, but they can never rewrite the history or erase the meaning BORAHAE has carried for years.”

Still, some fans have urged others to take a more measured view of the situation. Some ARMYs pointed out that ARIRANG itself uses a black-and-red color scheme, so it is perfectly reasonable for management to ask the city to use those colors on signs promoting the tour. This does not necessarily indicate that the company is boycotting purple. In fact, over the years, the company has repeatedly used purple in BTS’ promotional materials and merch.

Furthermore, the statement came solely from a Toronto city official recounting the interaction, so there is also a possibility that the information was interpreted from the perspective of someone involved in the process. As a result, some fans may have misunderstood HYBE’s actual attitude toward the color.

Nevertheless, the controversy continues to rage across social media, with many fans accusing HYBE of gradually removing purple from the story and identity of BTS and ARMY, while expressing their anger and frustration over the alleged shift!