BTS has entered a partnership with the British Museum in London to promote Korea's cultural heritage. (Screenshot from museum's website) 

By Koh Hyunjeong

BTS has joined forces with the British Museum, one of the world's top three museums, to promote Korea's cultural heritage.

The K-pop sensation's management agency Hybe said the immersive program "Korea Gallery Trail" runs through July 23 at the museum's Korea Gallery.

This is part of the offline project "BTS the City Arirang-London" being held in conjunction with the London concerts of the boy band's World Tour "Arirang."

Inspired by the sound of the Sacred Bell of Great King Seongdeok as featured in the track "No. 29" on BTS' latest album "Arirang," the event focuses on cultural heritage from the Silla Kingdom (57 B.C.-A.D. 935).

Visitors can scan a QR code at the gallery entrance to access information on the exhibition. They can also join a social media campaign by answering the question "What is your Arirang?" and sharing artifacts that resonate with their lives.

hjkoh@korea.kr