The word “Borahae” (보라해) has become a cultural phenomenon among fans of Korean pop music, or K-pop. It’s a term of endearment that carries a beautiful meaning and shows the deep connection between K-pop idols and their fans. In this article, we’ll explore the origins and meanings behind Borahae, its rise in K-pop culture, and why it resonates so strongly with fans.
The Meaning and Origins of Borahae
In Korean, “borahae” literally translates to “I purple you.” The term originated with the boy band BTS and their devoted fanbase called ARMY. Purple is the official color of BTS and their fandom, and “borahae” is a play on the Korean words for purple (bora) and I love you (saranghae).
So saying “borahae” to someone is like saying “I purple you” or “you are the purple in my life.” It expresses love, trust, and an unbreakable bond. The color purple itself carries deep meaning – it’s considered the last color on the visible light spectrum and thus signifies something very precious.
Why BTS Created This Special Phrase
The term was first coined by BTS member V in 2016 during a fan meeting. When asked to say something to their ARMY fans, he said sweetly, “I purple you.” This took fans by surprise and delight.
BTS and BigHit Entertainment later explained that borahae was meant to convey how precious ARMY is to BTS – they bring immense happiness into their lives. Like purple light, ARMY is a one-of-a-kind treasure to them.
Over the years, borahae became a rallying cry for the BTS-ARMY relationship. BTS says it often to affirm their love, while fans say it to show their loyalty and affection. The phrase underscores the sincere bond between the global superstars and their fanbase.
| Year | Context |
|---|---|
| 2016 | First used by V at a fan meeting |
| 2017 | Official BTS/ARMY slogan |
| 2018 | Highlight of BTS’ Love Yourself world tour |
| 2019 | Used in speeches at Citi Field, Wembley Stadium shows |
| 2020 | Incorporated into online concerts during COVID-19 pandemic |
The Rise of Borahae in K-Pop Culture
After BTS popularized it, borahae became a cultural buzzword beyond just ARMY. Other K-pop fandoms adopted versions of it for their own groups – changing the color to match their official fandom hues.
For example, fans of the girl group Blackpink say “I blackpink you.” Fans of iKON say “I gray you” while EXO fans say “I cosmos you.” It’s seen as a meaningful way for different fandoms to express unity and appreciation for their favorite idols.
Even non-K-pop listeners in Korea have embraced borahae more casually to express affection. This just goes to show how BTS’ sincere message has resonated far and wide.
How Borahae is Used in Fan Culture
ARMY has fully incorporated borahae into fan culture – cementing it as a touchstone of the BTS-ARMY bond. Fans chant it passionately at concerts, often bringing purple light sticks and banners with the slogan. They use the #Borahae hashtag on social media.
Fan art and merchandise related to borahae is extremely popular. Fans get purple-colored tattoos with the word and make special bracelets or charms with it. It’s even become a catchphrase in fan fiction stories.
When BTS achieved huge milestones like speaking at the UN, fans tweeted “Borahae” to congratulate them. It’s used to uplift both the idols and the entire fandom.
Special Borahae Moments
There are several iconic BTS-ARMY moments that highlight the power of borahae:
– At the 2018 Melon Music Awards, BTS said “I purple you” earnestly in their acceptance speech. They were so moved they couldn’t say more.
– During their 2018 Love Yourself tour stop at Citi Field Stadium in NYC, BTS and fans surprised each other by turning their light sticks purple after borahae chants.
– In 2019, BTS told fans “I purple you” in speeches at two massive stadium shows – Wembley Stadium and Stade de France. The huge crowds chanting it back was phenomenal.
– For BTS’ 2020 online concert Map of the Soul ON:E, they released a prerecorded video message for fans that highlighted their borahae slogan. It unified the fanbase during the pandemic.
Borahae Represents Unconditional Love
At its core, borahae signifies a once-in-a-lifetime, unconditional love between BTS and ARMY. It conveys a sense of belonging, intimacy, trust and affection that transcends language barriers.
Despite BTS’ massive success, they stay humbled and inspired by their fans’ loyalty and love. Saying “I purple you” shows they will never take ARMY for granted. Fans also feel a responsibility to live up to their purple status.
This genuine, heartfelt connection is what makes borahae so much more meaningful than just another catchphrase. Both BTS and ARMY recognize how precious their relationship is.
Borahae Has Become a Love Language
Borahae has developed into a unique “love language” and emotional shorthand between BTS and ARMY. It expresses what would otherwise take paragraphs to explain – the joy, gratitude, pride, etc. they feel for each other. It encapsulates their history and inside jokes.
Despite ups and downs, the relationship endures because both sides continue choosing to say borahae. The phrase reiterates that their love is inclusive, protective and unchanging. It’s their tacit promise to stick together no matter what.
Few artist-fan relationships develop such a deep lexicon of emotion. But borahae colorfully captures why BTS+ARMY feels so momentous for millions worldwide.
Borahae Solidifies ARMY as a Community
By giving fans a special moniker and phrase, BTS helped create ARMY as a singular identity. Fans from all walks of life can unite around borahae as their rallying cry and common bond.
It transforms ARMY from just a casual group of music listeners into a meaningful, empowered community. They become “purple people” who support each other as much as their favorite band.
Borahae reminds fans that they are part of something bigger – a movement of positivity, diversity, teamwork and love. They feel proud to rep BTS’ signature color and message.
No matter what languages they speak, borahae unites all ARMYs by the feelings and memories the phrase represents.
Borahae Has Inspired Charity Campaigns
ARMY has also used borahae as inspiration for charity projects worldwide. Nonprofit organizations like One in an ARMY have run “Borahae Funds” that raised money in honor of BTS for causes like COVID-19 relief, Black Lives Matter and more.
In January 2022, One in an ARMY’s Borahae Fund collected over $1 million in donations – setting a new record for K-pop charity drives. This shows how eager fans are to spread borahae’s message of unconditional love globally.
Even small individual acts of kindness are dubbed “borahae challenges.” ARMY strives to embody the term’s meaning through good deeds.
Borahae Reminds Fans to Love Themselves
Interestingly, borahae isn’t just about the love between BTS and ARMY – it also promotes self-love and self-acceptance.
BTS includes the message “I purple myself” in their songs and speeches. They want fans to remember to take care of themselves and be confident, the way BTS purple/treasures them.
Given how many fans face hardship, depression or loneliness, this reminder to stay strong is powerful medicine. It inspires self-compassion and positivity.
Seeing their idols say “I purple you” helps fans feel worthy of love on their toughest days. By paying it forward as “I purple myself,” they pass on that same feeling of acceptance.
Conclusion
In summary, “borahae” represents so much more than just three simple words combined. This magical phrase communicates volumes about the one-of-a-kind BTS-ARMY relationship. It distills their colorful history and devotion into something pithy yet profound.
Both BTS and fans continue finding creative ways to reinvent borahae, keeping its significance alive. It adds new depth and intimacy to their story every time.
For ARMYs, hearing borahae will always elicit smiles, tears and a feeling of coming home. It’s a shorthand way to remember why this globally diverse community is so tightly knit.
While nothing can fully capture the joy of that special moment when BTS first said “I purple you,” borahae will forever hold a special place in ARMYs’ hearts.