TikTok Inc.

11/15/2024 | Press release | Archived content

TikTok launches the #HappyProject to celebrate the new album by Jin of BTS

  • TikTok has partnered with Jin on exclusive experiences, content and a Live interview
  • Fans can engage with the #HappyProject to unlock exclusive in-app rewards

  • Friday 15th November: TikTok is excited to unveil the #HappyProject, a new multimedia campaign in partnership with Jin of 21st century pop icons BTS, to celebrate the release of his first solo album, Happy, released worldwide today. As the leading platform for music discovery, TikTok's new immersive hub offers users and fans worldwide interactive experiences and access to exclusive content which are only available in-app on TikTok.

    The #HappyProject campaign features multiple new and exclusive experiences, celebrating Jin and the new album, including:

    • An exciting new in-app experience to celebrate the release of Happy, which fans can find by searching for 'Jin' or 'BTS' in TikTok
    • Fans will be presented with missions, which will unlock a limited-time exclusive profile frame.
    • Exclusive videos, including an exclusive dance challenge video with j-hope using Running Wild
    • An exclusive live interview with Jin. To watch, fans should simply follow BTS and watch the livestream on Nov 19th, 9PM KST / 12pm GMT.
    • Fans who comment 'Happy' on the exclusive videos will unlock a surprise

    "I'm so happy and excited to greet you all once again through TikTok. My album 'Happy' was created in hopes of bringing happiness to as many people as possible, so I hope everyone who listens to this album feels happy. This album is filled with my honest reflections on what happiness means to me." said Jin.

    Since debuting over a decade ago, BTS (@bts_official_bighit) has established themselves as 21st century pop icons, breaking countless world records and becoming the fourth biggest artist account on TikTok. The band has amassed over 66.9M followers and received 1.4B likes from their official fandom ARMY.

    K-Pop has emerged as one of the fastest-growing genres on TikTok, with K-Pop artists comprising 50% of the most-viewed global artists in 2023. The #kpop hashtag has generated 62.4M posts and amassed 662B video views.

    Hashtags related to #j in have been featured in more than 13.2M posts and 95B video views.