ARIH — What Is BTS's Mysterious New Brand? A Korean ARMY Investigates

Something happened on April 3rd, 2026.

One by one, all seven BTS members posted Instagram stories — each linking to the same mysterious account. Same video. Same cryptic date: 04.10. And messages that ranged from intriguing to hilariously unhelpful.

SUGA: "I can't say everything yet, but... I hope you like what we like."
Jin: "I keep wanting to talk about things I like. I hope you like what we like."
Jimin: "I hope you like what we like."
V: "It's finally here."
j-hope: "I hope you like what we like."
Jungkook: "Yawn. I just woke up. I want something delicious. I'm hungry."
RM: "I have to wear this as a T-shirt? But I hope you like what we like!"

Seven members. Same link. Same date. And Jungkook talking about food.

That last part? It turned out to be the biggest clue of all.

What We Know So Far

Every member's story linked to the same Instagram account: @taste_arih

The account has a single post — a video showing "04.10" — and a profile link to arih.com. The bio reads simply: "What is your ARIH?"

One more detail that caught fans' eyes immediately: the account is followed by bts.bighitofficial. That's BTS's official label account. This isn't fan-made. This is real.

Click through to the website, and you'll find a mostly inactive page. Black background. The letters "ARI" with a colorful geometric pattern. And a field that says "Enter the code." — but it's not active yet. No code works. Nobody knows what the code is.

But whatever it is, it's coming on April 10th.

So What Is ARIH?

Here's where it gets interesting.

ARMY has been piecing things together fast, and the picture is becoming clearer by the hour.

For a while now, there have been quiet rumors in Korean fan communities that BTS would be partnering with Paldo (팔도) — one of Korea's major food companies, best known for their iconic Paldo Bibimmyeon (팔도비빔면), a cold spicy noodle that's practically a summer staple in Korea.

The connection between BTS and Paldo Bibimmyeon isn't new. Members have been spotted eating it on multiple livestreams over the years. It's one of those products that fans already associated with BTS long before any official deal.

And now the evidence is stacking up.

A search through Korea's trademark registration database reveals that Paldo (주식회사 팔도) filed a trademark for "ARIH" (아리) on January 22, 2026. The filing covers a wide range of food products — noodles, snacks, beverages, dairy products, soups, jellies, and more. This isn't a single product endorsement. This looks like an entire brand.

The trademark registration number is 4020260014944, filed under product classifications 13 and 29, covering everything from instant noodles to yogurt drinks to vegetable chips.

What does this suggest? Either BTS and Paldo are launching a new food brand together, or BTS will be the face of a major new product line from Paldo. Given the breadth of the trademark filing — covering almost every food category imaginable — this could be bigger than a simple advertisement.

Why Paldo Bibimmyeon?

If you're not Korean, you might wonder why this particular noodle brand matters.

Paldo Bibimmyeon is one of Korea's most beloved instant noodles. It's a cold, spicy, sweet noodle that Koreans eat especially in summer — think of it as the quick, easy version of naengmyeon (Korean cold noodles). It comes in regular packs and cup noodle form, and it's sold everywhere. There are many bibimmyeon brands now, but Paldo was the first and still dominates the market.

BTS's love for Paldo Bibimmyeon has been visible for years. Fans have compiled clips of members eating it during lives, mentioning it in passing, choosing it over other options. It's one of those organic connections — nobody paid them to eat it on camera. They just genuinely liked it.

Which makes this partnership feel authentic rather than forced. And for a fandom that values sincerity above everything, that matters.

The Remaining Mystery

What we still don't know:

What is the code? The arih.com website has a code entry field, but it's inactive. It could be anything — a date, a word, something tied to ARMY or BTS's history. Fans are already theorizing.

What exactly launches on April 10th? A product? A brand reveal? A full campaign? The scope of the trademark filing suggests something substantial.

"ARIH" = "아리" — The Korean text on the trademark reads 아리 (ari). This could be a shortened form of 아리랑 (Arirang), tying it back to BTS's current album. Or it could be an entirely new concept. The name is simple, memorable, and distinctly Korean.

What we do know: seven of the most famous people on earth all posted about it on the same day, Jungkook said he's hungry, and a Korean food company has already filed the paperwork.

April 10th. One week from now.