Shifting their sound and image from solely aggressive, masculine hip hop to more diverse styles,[4] BTS wanted to express the beauty and anxiousness of "youth" and settled on the title of "花樣年華" (Korean: 화양연화; RR: Hwayangyeonhwa), loosely interpreted to define "youth" as "the most beautiful moment in life.

[6] On April 17, an animated comeback trailer[7] was uploaded on Big Hit Entertainment's official YouTube channel, which featured the album's intro track performed by Suga.

[8] On April 19, Big Hit Entertainment announced the title of the album, and the first set of member concept photos[9] was posted on their official Twitter account.

Along with the reveal of the second set of concept photos,[10] it was stated that two different cover design versions of the album would be released, Pink and White.

[11] Big Hit Entertainment released the first music video teaser for the album's lead single "I Need U" on April 23.

[21][22] The group went on to successfully promote across multiple channels and various programs, including on KBS, MBC, SBS, and Arirang TV.

On June 13, BTS announced plans to hold follow-up music show promotions with the track "Dope (쩔어)".