K-pop’s BTS comeback tour rallies South Korea’s global ‘soft power’ drive
BTS's comeback tour in March 2026 marked a major cultural and economic event for South Korea, drawing massive domestic and international attention after the group's members completed mandatory military service. The concert in Seoul's Gwanghwamun Square attracted hundreds of thousands, boosted tourism, and generated significant revenue across retail and hospitality sectors. The event underscored the role of K-pop as a driver of South Korea's global 'soft power' and cultural influence.
- ▪BTS returned to the stage on March 21, 2026, after a nearly four-year hiatus due to mandatory military service.
- ▪Over 18.4 million viewers watched the comeback concert via Netflix livestream, and the group's album 'Arirang' topped music charts in the U.S., Japan, and the U.K.
- ▪Inbound tourist numbers rose 32.7% in early March 2026 compared to the previous month, and BTS-related merchandise sales surged by 430% at Shinsegae Duty Free.
- ▪A single BTS concert in Seoul is estimated to generate up to 1.2 trillion won ($798 million) in total economic impact, according to the Korea Culture and Tourism Institute.
- ▪More than half of the attendees at the Gwanghwamun Square concert were foreign visitors, many of whom traveled long distances to attend.
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Economy|Arts and CultureK-pop’s BTS comeback tour rallies South Korea’s global ‘soft power’ driveK-pop sensations BTS ignited a wave of interest in South Korean culture that now extends from food to cosmetics.ListenListen (12 mins)SaveClick here to share on social mediashare-nodesSharefacebookxwhatsapp-strokecopylinkgoogleAdd Al Jazeera on GoogleinfoAn umbrella with K-pop boy band BTS member Jimin's images at Goyang stadium in Goyang, South Korea, on April 9, 2026 [Kim Soo-hyeon/Reuters]By David D.
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Excerpt limited to ~120 words for fair-use compliance. The full article is at Al Jazeera – Breaking News, World News and Video from Al Jazeera.
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