Global social media mentions exceeded 2.62 billion, driving up interest in Korean culture.
Mentions of King Sejong surged by 630%, spotlighting historical keywords.
[TV Daily Reporter Choi Hana] BTS has stirred global interest with their return. Their recently released fifth studio album ‘ARIRANG’ and the comeback live performance have become key opportunities for promoting Korean culture worldwide. The ‘BTS THE COMEBACK LIVE | ARIRANG’ event, held on the 21st at Gwanghwamun, attracted 18.4 million viewers.
The online social media mentions for this performance reached approximately 2.62 billion, surpassing Netflix's previous high by more than double, showcasing the immense power of BTS's global fandom. Fans actively participated in the campaign, using the same hashtags to communicate in real-time and influence audiences worldwide.
The rise in interest towards Korean culture following the concert and album release suggests a significant influence stemming from the Gwanghwamun venue. The noticeable increase in mentions of historical keywords such as Gyeongbokgung and King Sejong indicates that BTS is playing a role beyond that of just a music group.
BTS contributes to the dissemination of Korean culture through their music and activities, solidifying their position in the global music market. Their unique collaboration with Spotify and upcoming appearances on NBC indicates a continued trend in the evolving music industry.
This article is KOSTAR’s reinterpretation of a story originally reported by TVDaily.
Photo: Big Hit Music
