BTS K-pop group launches comeback tour in bid to boost South Koreas soft power

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Seoul – A large crowd gathered at Gwanghwamun Square on March 21, with an estimated hundreds of thousands of people attending the concert of K-pop group BTS. The event was part of the group’s return to the stage after almost four years away from the spotlight for their mandatory military service.

According to city officials, the square was expected to attract a large crowd due to the high demand for tickets. However, only 22,000 free tickets were available, and many fans, including Yawra, a Filipino who traveled to Seoul specifically for the event, were unable to secure one.

Despite not being able to attend in person, Yawra was still excited to watch the concert on a large screen set up at the square. The event drew an estimated 18.4 million viewers worldwide through a Netflix livestream.

BTS has been a significant cultural phenomenon globally, with an estimated 30 million fans worldwide who refer to themselves as the BTS ARMY. The group’s latest album, Arirang, topped the charts in several countries, including the United States, Japan, and the United Kingdom.

The group’s upcoming world tour is expected to generate over $1.4 billion in revenue across more than 80 shows in 23 countries. In the lead-up to the concert, hotel prices surged in central Seoul due to high demand for rooms.

According to data from the Ministry of Justice, inbound tourist numbers rose by 32.7 percent during the first 18 days of March compared to the previous month. Sales of BTS merchandise also increased significantly at retail outlets in central Seoul.

A study by the Korea Culture and Tourism Institute (KCTI) estimated that a single BTS concert in Seoul could generate up to 1.2 trillion won ($798 million) in economic impact. The institute highlighted the unique aspect of fandom-driven tourism, noting that many fans traveled from abroad to attend the event.

The city government provided significant support for the concert, with over 10,000 personnel deployed for security and logistics. According to data retrieved by a South Korean publication, close to 130 million won ($87,400) of city funds were spent on logistics for the event.

Source: Al Jazeera