BTS | LOVE YOURSELF | Persona | Wings | Skool Luv | Dark&Wild | Youth | Face Yourself
The band first announced the EP on March 11, 2019, while also marking the start of pre-orders on March 13. The album marked a "new era" in BTS' discography, after their successful completion of the Love Yourself album trilogy. The album was put in line to be released before the band embarked in their extension to their Love Yourself world tour, named Love Yourself: Speak Yourself.

On March 27, the group released the official "comeback trailer" for their album, named "Persona" which would later become the introduction to the extended play. The solo featured RM, the leader of BTS, and was described by Refinery29's Natalie Morin as "a colorful, dynamic song" and "nodding to the band's coming-of-age and self-discovery themes," which lyrics such as "Who am I? The question I had my whole life..." and "The flaws of mine that I know...The regrets that I don't even get sick of anymore."

On March 31, Big Hit started to release four sets of concept photos; Versions 1-4. The first version shows "BTS playing around in a photo booth" with the solo shots "similarly show[ing] off each member in a variety of poses". Version 2 "emphasize different sides, or personas, of each BTS member", as described by Billboard's Tamar Herman. On April 3, the final two versions were released: Version 3 and 4. Version 3 shows the members with roses in rose-toned rooms. Version 4 has each member posing with either grapes or strawberries wearing elegant clothing and jewelry.

On April 7, the band released the first music video teaser, revealing that American singer Halsey would be on the track and that the name of the title track would be named "Boy With Luv." One day later, on April 8, the group released the tracklist and album cover of the album, unveiling the seven tracks of the EP. On April 10, BTS released the final, second teaser of the song which featured a longer sample of the track.