If you walk through Piccadilly Circus station, you might just see the seven members of K-pop band BTS smiling at you on one of the station's billboards.
Fans of the group (often referred to as ARMY) pooled their resources to purchase £2,000 worth of advertising space in order to commemorate the eighth anniversary of the group's debut.
"They're a way for UK ARMY to celebrate with BTS," Lorraine, a representative of the BTS UK ARMY Unite group, told the BBC.
It's part of a global effort by international fans of the group to purchase as many posters as possible around the world to mark the milestone.
"Since 2017, we have fundraised for anniversary billboards in London, Manchester and Dublin and we are so grateful to ARMY from all over the world that have donated to make this happen each year! " Lorraine said.
It's not the first time that BTS fans have bought billboards to show their support for their favourite group. In 2017, Chinese fans of the group bought adverts in New York's Times Square to celebrate the group's fourth anniversary.
In 2019, a Korean government agency found that global fans of Korean popular culture, referred to as the K-wave, number some 89 million in 113 countries. ทดลองเล่นสล็อต
These K-wave fans are now finding ways to show their appreciation of their favourite actors and musicians - often described as idols.
Saying thanks with food trucks
"Food trucks have been a fan tradition in the Korean entertainment industry for a long time," a representative for Edelweiss Philippines, a fan club for Crash Landing on You actors Hyun Bin and Son Ye-jin, told the BBC.
"Not sure who started the trend but fans of both K-pop stars and Korean actors usually send one during filming to cheer for their idols and show support to the cast and crew," they said.
