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.

​

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.

 

And that’s how BoraHearts started growing from a webshop into something more.

Today, we create events and experiences where ARMY can meet, have fun and make memories together. Sometimes that’s an event close to home. Sometimes BTS takes us somewhere else entirely.

One of those ideas grew into Purple Village, our shared concert stay experience for ARMY travelling to selected BTS concerts in Europe. What started with bringing ARMY together on a boat in Amsterdam has since taken us and ARMY from around the world to new cities and new experiences.

​

Why BoraHearts?

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.

​

We’re ARMY ourselves. We know the excitement before a concert, travelling to another city or country for BTS, finally meeting ARMY you’ve been talking to online and somehow ending up talking for hours with someone you only met five minutes ago.
 

Those are the moments we love.

And we want to create more of them.

​​

By ARMY, for ARMY

Whether it’s a small ARMY activity, a day out together, something special around a concert or a Purple Village somewhere in Europe, the idea behind it is always the same:
 

bringing ARMY together.
 

Our shop is still a small part of BoraHearts too, with a selection of BTS-inspired items, games and concert favourites created with ARMY in mind.

But BoraHearts has become about much more than what we can make.

It’s about what we can experience together.