Magic Shop

Submission 4,948

Part of a series on BTS. [View Related Entries]

About

"Magic Shop" is a song by K-Pop group BTS. In February 2019, a video of group member Jimin singing the song through a visual effect filter that made turned his facial features stark white went viral and inspired a series of reactions, jokes and memes.

Origin

On May 18th, 2018, BTS released the album LOVE YOURSELF 轉 'Tear', which featured the song in its tracklist.^[1] The song takes its name from the James Doty book Into the Magic Shop: A Neurosurgeon's Quest to Discover the Mysteries of the Brain and the Secrets of the Heart and is described as a song dedicated to fans of the band.
The following year, on February 13th, 2019, group member Jimin tweeted ^[2] a video of himself singing the album track "Magic Shop" while using a facial effect on the South Korean app Snow, which is similar to Snapchat. In the video, he sings the song through a facial filter that turns his skin and facial features stark white, blurring the rest of his body. the post received more than 450,000 retweets, 1.2 million likes and 3.7 million views in two days (shown below).

☺️🎵#JIMIN pic.twitter.com/FceSJwfyje

— 방탄소년단 (@BTS_twt) February 13, 2019

Spread

Following the post, "Jimin" became a trending term on Twitter in Korea with more than 599,000 tweets.^[8]

That day, fans of the group reacted the video, speculating why Jimin might make the video. Twitter^[3] user @hobimas tweeted, "SOMEONE COLLECT JIMIN QUICK HES BORED" (shown below, left). Twitter^[4] user @seoktiny tweeted, "AND JIMIN SAID LET THERE BE A NEW VERSION OF MAGIC SHOP JDJDJS" (shown below, center). Twitter^[5] user @magicsioso tweeted, "JIMIN I BACKED OFF MY PHONE SO QUIVK OML" (shown below, right).

Several media outlets reported on the video, including Elite Daily,^[6] Teen Vogue^[7] and more.