BTS re-upped their commitment to their UNICEF "Love Myself" campaign last week, with the group and their Big Hit Entertainment label pledging to donate more than $1 million to UNICEF. “I thought we were doing this for people around us, but I realized as time passed that many changes also happened within myself,” Jimin said in a video statement. The group also pledged proceeds from the sale of Love Myself merch and a portion of profits from Love Yourself album sales to the ongoing campaign.
The Grammy-nominated K-pop icons -- who were just announced that they'll take the stage at the March 14 2021 Grammy Awards -- launched their Love Myself campaign in 2017, with the effort raising more than $1.4 million in its first year and $2.98 million to date. Fellow group member RM added, "It seems like yesterday that we held our signing ceremony and began the Love Myself campaign," noting that the four years since have flown by.
"We are extremely moved and thankful that our Love Myself campaign, which began with small steps, is now being elevated to a multinational MCA partnership," he said. "We also strove to Love Myself and I think we as a team and as individuals grew as well."