The brand and its characters were born
from a collaborative project between
LINE FRIENDS and BTS. Rather than simply creating avatars of the physical appearance of artists, BT21 consists of 8 different charming characters created by BTS members, where all of them actively participated in the whole process from drawing sketches to elaboration.

Since its launch in 2017, the brand has been used in different campaigns to promote positive messages like physical and mental health, especially during the pandemic.