About Borahearts

From ARMY to ARMY 💜

BoraHearts was born from Ddaengg, our BTS-inspired webshop, and from bigger dreams we couldn’t ignore.

After more than a year of creating merch for ARMY, we realised we wanted to do more than design and sell products. We wanted to bring people together.

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In August 2025, when Jin performed at the Ziggo Dome, our ARMY friend San (also known as BTS7NL) came up with the idea for a BTS ARMY Canal Cruise in Amsterdam. She asked us to help, and together we organised the very first edition. On August 9 and 10, four fully sold-out boats set sail. The response was overwhelming. There was laughter, singing, dancing, and waves of purple everywhere. Many new ARMY friendships were formed on board, and it became one of those rare moments where strangers turned into family within hours.

 

That magical weekend made it clear to us that this is what we want to keep doing.

 

BoraHearts became the place where our shop, our events, and our community come together.

Our name comes from borahae, the phrase Taehyung created to say “I purple you”. For ARMY, it is a promise of love and trust that lasts until the very end. That is exactly the energy we want to share here pure and universal ARMY love.

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Everything you find in our shop is made with that same spirit. From tour-ready outfits and ARMY-inspired accessories to custom creations made just for you. Whether it is the perfect travel essential for your next concert or a piece that lets you show your ARMY pride in your own style, every item is designed with love, care, and a touch of Korean flair.

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Our mission is to spread positivity, celebrate individuality, and connect ARMY all over the world. Just like BTS, we believe in embracing who we truly are and creating spaces where everyone feels welcome.

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We are not just about merch. It is about moments. From our sold-out Canal Cruise to the events we are already planning next, it is all about laughter, connection, and memories you will carry forever.

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Let’s keep running with purple hearts and carry the spirit of borahae wherever we go. Are you ready for 2026?!

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