Cultural Impact and Legacy of BTS - Wikipedia

Cultural impact and
legacy of BTS
South Korean boy band BTS was formed in

2010 and debuted in 2013.[1] The septet
has had a significant cultural impact both
in Korea and internationally, and is
considered one of the leading figures of
the Hallyu wave in the 21st century. The
commercial influence of BTS upon the
Korean economy, along with their
philanthropic and other commercial
ventures, has received extensive attention
in the press and in financial markets.
BTS performing "Not Today" during

Speak Yourself tour at MetLife Stadium,
May 18, 2019
Cultural impact
Internationally, BTS have been described
as "easily the biggest and most successful
name in K-pop in the world" that can "do
things no other name in their genre can",[2]
with Time giving them the nickname
"Princes of Pop".[3] Billboard 's Senior Vice
President Silvio Pietroluongo said that BTS
are comparable to and as influential as the
Beatles and the Monkees.[4] Nielsen Music
Vice President Helena Kosinski said that,
"although BTS weren't the first to open the
doors to K-Pop worldwide, they were the
first to become mainstream. They don't
just appeal to young people but also to the
50s and 60s age demographic."[5]
In 2019, BTS were again named as one of

the top 10 Global Recording Artists of the
Year by IFPI, for a second time, ranking
number 7.[6][7] In 2020, BTS became the
first non-English artist to be named IFPI's
#1 Global Recording Artist of the Year. In
2021,BTS became the first Act to be
named IFPI’s #1 Global Recording Artist of
the Year two years in a row.[8] In November
2019, Billboard ranked BTS fourth on their
Top Social Artist of the 2010s list, making
them the highest group on the list. BTS
was also ranked No. 45 on Billboard's Top
Touring Artists of the 2010s list. They are
the highest-ranked Asian act on the list, as
well as the only non-English speaking
act.[9][10]
South Korean President Moon Jae-in

and BTS among others at the Korea-
France Friendship Concert in 2018
BTS have been often regarded as "the
biggest boy band in the world".[11] They
have also appeared in various power
listings. The most tweeted-about
celebrities in the world from 2017 to
2020,[12] the group was included in Time's
list of the 25 most influential people on the
internet from 2017 to 2019,[13] featured on
the magazine's October 2018 international
edition cover as "Next Generation
Leaders,"[14] and were listed as one of
Time 100's most influential people in
2019.[15] After BTS released their single
"Idol," the National Gugak Center had to
expand the amount of Korean instrument
sounds available due to increased demand
from Korean and foreign producers
alike.[16]
BTS also appeared in Bloomberg Market's

50 most influential in 2018.[17] In 2019, BTS
ranked 43rd on Forbes' annual list of the
100 highest-paid celebrities with earnings
of $57 million.[18] BTS also ranked first on
the list of 'Top Rank Global Sustainable
Future Leaders' during an announcement
from the UN-sponsored SDG association
at the United Nations headquarters, while
BTS' fanclub, ARMY, were noted as the 'Top
Rank Sustainable Global group'. Other
notable people included in this list were
Malala Yousafzai and Bill Gates.[19][20]
The group's influence has led them to
address the United Nations at their 73rd
General Assembly[21][22] and to perform
before 400 officials including South Korean
president Moon Jae-in at the 2018 Korea-
France Friendship Concert in Paris, a
summit meant to show the friendly
relations between France and South
Korea.[23] Moon Hee-sang, Speaker of the
National Assembly, said that "BTS is doing
most of our work," attributing the results of
his overseas trip to the credit of the global
group on an overseas trip to promote
"sales diplomacy".[24]
BTS hold twenty-three Guinness World
Records.[25]
Asia
The BTS Meal in collaboration with

McDonald's
When the BTS McDonald's meal was

released in Indonesia it caused
McDonald's restaurants to close due to the
breaking of COVID regulations because of
the influx of customers.[26] In October
2019, BTS performed at King Fahd
International Stadium in Riyadh, becoming
the first foreign act to perform a solo
concert in Saudi Arabia.[27] In 2020, BTS
was the most streamed artist overall in
Vietnam.[28]
China
Although there were THAAD restrictions

starting in 2016 that blocked the sales of
South Korean items in China, BTS fan clubs
were still able to break the record for the
most albums purchased at one time. The
fan clubs ordered through surrogate
shoppers to get around the mandate.[29]
BTS have often been used for political

purposes in China due to their popularity. In
2020 during a speech member RM made
at the Korea Society for promoting U.S.-
Korean relations, he stated, "“We will
always remember the history of pain that
our two nations shared together and the
sacrifices of countless men and women.”
The Chinese Communist Party used his
statement for political purpose, using
newspapers controlled by the party to
point out he did not mention the lives China
lost when backing the North. BTS related
items began getting pulled from stores in
China as a result.[30] The attack lasted less
than two days before the press began to
quietly redact the statements they put out
due to backlash.[31]
India
President Ram Nath Kovind mentioned

BTS in 2018 at an official banquet, stating,
“Korean popular culture has also charmed
us. From "Gangnam Style" to Korea's band
'BTS', our youth are captivated by the tunes
of these iconic pop groups...."[32]
According to The Indian Express, during the
COVID-19 pandemic a Korean wave swept
up India with BTS, along with popular
Korean dramas Crash Landing on You and
Squid Game, leading the curve.[33]
Japan
BTS began the third Korean wave in Japan

despite diplomatic difficulties between the
two countries. With BTS and girl group
Twice in the lead, it went from a subculture
to main stream.[34] In 2018 the Japanese
boy group King & Prince debuted, their
agency stating the group was modeled
after BTS due to their popularity.[35] In
2019, the group Ballistik Boyz debuted who
were modeled after BTS as well.[36] In
2021, Rakuten Group did a survey to find
which country's fashion is the most
influential in Japan. Men in their teens and
twenties named BTS as the second most
popular fashion influence, beat only by
Takuya Kimura.[37] During the 2020
Summer Olympics BTS was played during
some of the sporting events.[38]
BTS broke Oricon's record and became the

first artist to achieve over 10 million
streams during a single week for at least
three songs.[39] BTS are the second foreign
singers to reach number one on Oricon
album charts, the first being Michael
Jackson.[40] They are also the first Korean
album to hit number one on the Oricon
chart.[41] Map of the Soul: 7 – The Journey
set new album records for the highest first
day sales by both a foreigner and a Korean
artist in Japan.[42] With their album BTS,
the Best, they became the first Korean
group to sell one million copies of an
album and it went on to become the best
selling album of the year within a single
day of sales.[41][43] Their single "MIC
Drop/DNA/Crystal Snow” is the highest
ranking song by a Korean artist on the
yearly Oricon chart ever achieved and
"Butter" became the fastest song to
receive platinum certification in history for
the chart.[44][45]
In 2018, BTS and girl group Twice were

invited to perform at popular show Kōhaku
Uta Gassen. Both appearances were
cancelled without warning, citing
afterwards it was because of BTS member
Jimin wearing a T-shirt that depicted the
atomic bomb detonating, among text
celebrating Korea's liberation from
Japanese rule during World War II. It was
questioned why the ban was only
happening now, as the incident happened
in 2017 and BTS were allowed to perform
in December 2017 at Japan Music Station
Super Live. At a later date, it was revealed
they were banned due to political reasons
because the Korean supreme court ruled
that Japan's Nippon Steel & Sumitomo
Metal Corp. needed to compensate four
Koreans for forced labor during
wartimes.[46][47][48] A member of BTS, RM,
had also tweeted about Korea's liberation
day from Japan at that time adding to the
fodder.[49]
North Korea
Despite strict crack downs on K-pop, BTS

have been experiencing popularity with the
North Korean youth. If the contraband is
found, an individual could face five to
fifteen years in prison.[50] A private source
stated their popularity was due to BTS'
meaningful lyrics that tell listeners to 'love
themselves'. In 2020, North Korean
soldiers were caught partying while
listening to "Blood Sweat & Tears".[51] In
order to combat their growing popularity,
government propaganda was created
calling Korean groups like BTS 'slaves' and
that they 'suffer miserable lives'.[52] North
Korean high schoolers were still caught
listening to BTS after the mandate.[51]
South Korea
BTS accounted for 41.9 percent of album

sales in the first half of 2019, up from their
market share of 25.3 percent the previous
year.[53] According to a JoyNews24 'Power
People of 2019' survey among industry
professionals, BTS was chosen as number
1 with 74 votes, with number 2 being
Parasite Director Bong Joon-ho with 29
votes.[54] BTS topped the list of Forbes
Korea Power Celebrity in 2018, 2020, 2021,
and 2022. They ranked fifth in 2017 and
second in 2019.[55] In December 2019,
according to the annual survey conducted
by Gallup Korea, BTS were the most
preferred artists of 2019 for a second
consecutive year.[56] The septet were the
first artist not from a "Big Three"
entertainment company (SM, YG and JYP)
to win Artist of the Year at the 18th Mnet
Asian Music Awards in December.[57][58]
Celebrating Korean music icon Seo Taiji's
25th anniversary as a part of his
anniversary project "Time: Traveler", BTS
released a remake of Seo Taiji's 1995
classic "Come Back Home" in July 2017,
reworking the sound and lyrics to similar
sentiments toward societal change that
Seo Taiji argued for in his songs.[59] BTS
was later invited by Seo Taiji to perform as
backup vocalists and dancers for eight
songs in his Seoul Olympic Stadium
concert held early September. During the
concert, Seo Taiji acknowledged BTS'
thematic similarities to his music and
recognized the group as his musical
successors, declaring, "This is your
generation now. Show them."[60][61]
Seo Taeji who has been an influence to BTS and the Museum of Modern and Contemporary Art where "Square" was
exhibited.
Kang Soojung, exhibition manager at the

Museum of Modern and Contemporary Art,
said that while preparing the 50th
anniversary exhibition called "Square", she
was greatly influenced by BTS' hidden
track "Sea".[62] BTS appeared on You Quiz
on the Block, a South Korean variety show
program, where they broke the show's
rating records for viewership in March
2021.[63] It was announced in 2021 that k-
pop group Blitzers were modeled after
BTS.[64] Congresswoman Ryu Ho-jeong
used pictures of member Jeon Jungkook
showing his tattoos in order to help
decriminalize tattoos as they are illegal in
the country.[65]
In September 2019, president Moon Jae-in

also mentioned BTS in his announcement
for his '3 major innovation strategies for
the contents industry', stating that BTS has
pioneered innovative business models that
communicate directly with fans.[66] In
October 2019, The Ministry of Culture,
Sports and Tourism selected BTS as a
recipient for a 'Letter of Appreciation', for
showing the world the beauty of Korean
traditional culture (Hangul, Hanbok, Gugak)
through creative re-interpretations in their
music.[67] According to the "2019 South
Korean National Image" survey conducted
by the Ministry of Culture, Sports and
Tourism and its affiliate the Korean Culture
and Information Service among 16
countries, BTS were chosen number 2 with
5.5% votes.[68] Despite cultural medals
traditionally being given to recipients with
more than 15 years of notable
achievements, BTS became the youngest
ever recipients honored with the Order of
Cultural Merit by the President of South
Korea in 2018, five years after debuting,
due to their noteworthy contributions in
spreading Korean culture and
language.[69][70] In 2020, they were again
honored as the youngest ever recipients
(and only musician in the award's history)
to receive the James A. Van Fleet Award,
in recognition of their outstanding
contributions to the promotion of U.S.-
Korea relations.[71] At the end of the year
the "BTS Law" was passed by Korean
congressmen allowing BTS to put off their
mandated military service until they reach
thirty years of age instead of twenty-
eight.[72]
On July 21, 2021, President Moon Jae-in

appointed BTS as Special Presidential
Envoy for Future Generations and Culture.
The appointment is aimed to "raise
awareness on global agendas, such as
sustainable development, to our future
generations and to strengthen the nation's
diplomatic power across the world".[73]
The group will represent South Korea at
various international events, such as the
76th United Nations General Assembly.[74]
Philippines
Congressman Alan Peter Cayetano made a

"BTS sa Kongreso" (BTS in Congress) bloc
with six other congressmen to bring
awareness to a Charter Change he wanted
implemented.[75] Cayetano called it a
success despite the backlash he received,
as it went viral and a percentage of the
BTS fans supported it.[76] A study
completed by iPrice Group in the
Philippines found that searches for a
brand BTS endorses can more than double
after a collaboration, with brands like
Coca-Cola and Louis Vuitton growing by
127% and 65%, respectively.[77] In 2021,
images of Jungkook were posted by John
Geesnell Yap, the mayor of Tagbilaran, to
convince citizens to receive the COVID
shot.[78]
Europe
BTS are the first Asian musical act to get a

number one album in Germany.[79] In June
2020, a bi-monthly magazine dedicated
solely to BTS was released in Italy
reflecting their popularity.[80] In 2016, BTS
became the first Korean artist to enter the
Official Albums Chart with their album
Wings in the UK,[81] and in 2021 became
the most nominated Korean artist at the
MTV Europe Music Awards.[82] They also
hold the record for the K-Pop act with the
most top 10 hits on the UK Singles
Chart.[83] Oli London, a British influencer,
got eighteen surgeries costing up to £150k
to look like member Jimin.[84] They are the
first Korean group to sell out and perform
at Wembley Stadium[85] and the first
Korean artist to be nominated at the Brit
Awards.[86]
North America
Canada
In Canada, BTS are the second highest

Asian act to chart on the Canada CHR/Top
Forty peaking at number six with "Butter",
beat only by Psy's "Gangnam Style" which
hit number two.[87][88] They also hold the
record for the longest charting song by a
Korean artist, spending twenty-eight weeks
on the Canadian Hot 100 with
"Dynamite".[89][90]
Mexico
During the 2018 FIFA World Cup, Mexico

streamed BTS and began playing their
songs on the radio to thank South Korea
for defeating Germany as it inadvertently
kept them in the World Cup.[91] When the
BTS McDonald's meal was released, fans
were in line hours before stores were
opened, with many waiting up to two hours
to get a meal. Within a few hours on the
first day, all stores ran out of the special
packaging for the meal.[92][93]
United States
BTS performing "Fake Love" at Love

Yourself World Tour at Rose Bowl in
Pasadena, California in 2019.
BTS became the first K-pop group to

receive their own Twitter emoji in May
2016.[94] As the first non-English speaking
artist to make the Global Artist Chart in
2018, BTS had the second and third best-
selling albums worldwide and were the
second best-selling artists worldwide in
terms of physical, digital, and streaming
platforms, coming second only to
Drake.[95][96][97] BTS accounted for 72.7
percent of the album consumption units
generated by K-pop acts in 2018 out of a
total of 17 acts.[98] The group was also
listed as one of the most influential artists
of the decade by CNN, for "popularizing K-
pop in the US".[99] They were named 2019
Hitmakers Group of the Year by Variety in
2019.[100]
In California, BTS inspired a teacher to

have his school be the first in the country
to offer a Korean American Culture and
Society course.[101] American production
companies began moving to bring aspects
of K-pop idols to the music industry,
particularly the reality competitions to
create idol groups. Aja Romano of Vox
stated it was likely a direct result of BTS's
influence on the industry.[102] In October
2021, it was announced twenty-six Korean
words would be added to the Oxford
English Dictionary. It was noted that BTS,
along with the popular Korean franchises
Squid Game and Parasite, helped make the
words well known.[103] In 2021, a marked
growth of Korea's influence in the United
States was noted, jumping up thirteen
places from the year before ranking
fifteenth overall for the year. This was
attributed to BTS' growing influence in the
country.[104] Because of this, BTS began to
be called one of South Korea's soft
power's in politics.[105][106][107]
“It’s difficult for me to say things like A led to B,
but what I can say is that BTS’ success in the
U.S. market was achieved by a formula different
from the American mainstream formula. Loyalty
built through direct contact with fans had a lot
to do with that.”
–Bang Si-hyuk, founder and chairman of Big Hit

Entertainment, discussing the success of BTS,
Time[108]
BTS became the first K-pop act to remain

atop the Billboard World Albums for
multiple weeks.[109] They also became the
first Korean group to top the Billboard
Social 50 chart.[110] They spent 210 weeks
total at number one before it was put in
hiatus in December 2020 and are the first-
ever musical act to chart over 200 weeks
on it.[111][112] BTS hold the record for
highest charting Korean song in the US
with "Life Goes On" hitting number one on
the Billboard Hot 100 chart. They also hold
the record for highest charting non-English
song.[113] They hold the record for highest
charting Japanese song with"Film Out"
hitting number one on the Billboard Global
200 and highest charting Japanese album
BTS, the Best hitting number nineteen on
the Billboard 200.[114][115] The band are
also the first Korean artist to reach number
one on the Billboard Hot 100 chart.[116]
BTS are the first to have three number one
albums in a year on the Billboard 200 since
the Beatles.[117]
BTS have won various awards in the United

States. They are the first Asian to be
nominated and win Best Artist at the
American Music Awards[116][118] and first
all Korean band to perform at the Grammy
Awards and to receive a
nomination.[119][120] They were the first
Korean group to win a Billboard Music
Award as well.[121] Esquire called BTS one
of the top ten best bands of all time,
ranked with others such as The Supremes,
Destiny's Child, and Queen.[122]
Love Yourself: Answer became the first
Korean album to earn gold certification in
2018,[123] and in 2020 Map of the Soul: 7
became first Korean album to earn
platinum.[124] The most-decorated Korean
act by the RIAA,[123] they're the first Korean
act to amass over a billion streams and
the first to hit five billion streams on
Spotify as well.[125][126] In 2018, BTS
became the first-ever Korean artist to
perform at a stadium in the United States
after performing at Citi Field.[127] They are
the first Asian act to sell out the Rose
Bowl.[128] Their Rose Bowl concerts are the
single highest-grossing engagement in the
venue's Boxscore history, out-pacing
previous high marks by Taylor Swift and
U2, as well as co-headlining stints by
Beyoncé & Jay-Z and Eminem &
Rihanna.[129]
South America
Argentina
A Hallyu wave began in Argentina during

2021, with BTS, Squid Game, and Korean
food leading the front.[130] In June 2021,
the Centro Cultural Coreano (CCC) (Korean
Cultural Center) in Argentina announced
that it would host a Latin American K-pop
contest inspired by BTS. It is one of the
largest contests to be inspired by BTS as it
encompasses several countries from a
large region, including groups from
Argentina, Bolivia, Brazil, Cuba, Ecuador,
Guatemala, Mexico, Paraguay, among
other countries.[131]
Chile
When BTS held concerts in Chile back in

2017 their concert sold out in a record
breaking two hours despite no
advertisements for the show.[132] They
also became the fastest K-pop group to
sell out the Movistar Arena, Chile's largest
indoor arena.[133] Jeff Benjamin from The
New York Times stated BTS are so popular
that they do not bother to advertise
anything they do. Fans will wait in line a
week ahead to have a chance to get BTS
tickets.[134]
Legacy
BTS' work has influenced numerous artists,
including (G)I-dle,[135] D-Crunch's
Hyunho,[136] The Boyz' Younghoon and
Hwall,[137] SF9's Zuho,[138] Euna Kim,[139]
Golden Child's Jaehyun,[140] Wanna
One,[141] IN2IT,[142] Park Ji-hoon,[143] Kim
Dong-han,[144][145] Seven O'Clock,[146]
Hyeongseop X Euiwoong,[147] Noir,[148]
Victon's Sejun and Byungchan,[149]
Loona,[150] Newkidd,[151] and Enhypen.[152]
K-pop idol groups began changing the

themes of their lyrics from love stories to
words such as "looking for myself"
following BTS' "Love Yourself" era and
RM's speech at the United Nations.[153][154]
Their success on the global pop market
kicked off a new trend among Korean
bands, with a growing number of idols,
including Monsta X and Stray Kids, starting
to present more personal messages when
writing lyrics.[155] Some artists have
published conceptual trilogies, built
imaginary worlds around their music, and
shown greater propensity for darker
themes after noticing BTS' success with
doing the same.[156] Various countries
have tried to replicate making bands
similar to BTS, including South Korea,
Japan, and the United States.[64][35][102]
Commercial influence
Fans queueing to buy BTS

merchandise before a concert in Los
Angeles.
In 2019, BTS had been estimated to have

revitalized the Korean music industry and
have a 1-2% effect upon the entire Korean
economy, in addition to its international
influences.[157] Credited for the surge in
popularity of online purchases of K-pop
items[158] and the growth of the Korean
Wave between 2016 and 2018 by the
Korea Customs Service and Korea
Foundation,[159] BTS were cited as one of
the main driving forces for the recovery of
South Korea's music-related sector to
levels seen before China's 2016 ban on
domestic cultural contents over soured
diplomatic relations.[160] Yung Duk Kim,
vice president and chief operating officer
of the Korea Creative Content Agency,
stated K-pop has "skyrocketed" since BTS'
popularity surged, creating jobs not only
for BTS and their team but other K-pop
idols as well.[161] Various news outlets
coined the term the "BTS effect" to refer to
the commercial effects of BTS' influence,
such as when KB Kookmin Bank savings
accounts increased six-fold compared to
the prior year following BTS' endorsement
and when stock prices of entertainment
companies in South Korea shot up for five
days after BTS topped the U.S. Billboard
200.[162][163][164] The effect was also
observed when companies tied to BTS,
such as Netmarble, NetMark, Soribada,
Key Shares, GMP, Diffie, and Mattel had
their stocks rise.[165][166] In October 2019,
Mattel's international gross sales rose 10%
to $721.7 million, lifted by sales of dolls
based on BTS.[167] Data firm SM2
Networks estimated Hyundai Motor
received KR₩600 billion ($502 million) in
promotional results after commissioning
BTS as their promotional models in
2018.[168] The Bank of Korea Economic
Statistics System stated that South
Korea's BOP for music and entertainment
reached $114.7 million in the first quarter
of 2019, attributing this to an improved
relationship between China and South
Korea, and the breakout global success of
BTS, particularly in North America.[169]
Signed on as tourism ambassadors in

2017, the Seoul Metropolitan Government
credits BTS for the recovery of Seoul's
shrinking tourism industry following the
2016 THAAD controversy, bringing in an
average of 790,000 tourists to Korea
annually.[170] In December 2018, the
Hyundai Research Institute estimated that
BTS were worth more than $3.67 billion to
the Korean economy each year, attracting
one in every thirteen foreigners who visited
Korea.[171][172] BTS' two day fan-meetings
held in Seoul and Busan in June 2019
generated a total economic effect of
₩481 billion ($408 million) to both cities,
accounting for 1.6% of Busan's 2018 GDP,
and 0.9% of Seoul's 2018 GDP.[173] Their
three-day concert finale in Seoul for their
Love Yourself World Tour in October 2019
was estimated to have an economic value
of almost ₩1 trillion ($862 million) and
brought in 187,000 foreign visitors to South
Korea.[174] As of June 2019, BTS'
economic effect on South Korea is
estimated to be over ₩5.5 trillion
($4.65 billion) per year, about 0.3% of
South Korea's GDP.[175] This is comparable
to Korean Air, the flagship airline of South
Korea, whose percent contribution to
South Korea's GDP is 0.7%.[176] The 2019
annual ticket sales data released by the
Korean online ticketing site, Interpark
revealed that BTS' world tour "Love
Yourself: Speak Yourself" concert at the
Seoul Olympic Stadium ranked No.1, with
BTS topping the ticket sales for the
second consecutive year on
Interpark.[177][178] Outside of South Korea,
BTS' concerts at Wembley Stadium were
estimated to have brought around
₩100 billion ($82 million) as a direct
economic effect to the city of London.[179]
After BTS went to Malta for their show,
'Bon Voyage 3', the Malta Tourism
Authority reported a 237% increase of
Korean tourists visiting the country,
crediting BTS as the reason for the
increase.[180] Along with Ariana Grande
and Drake, BTS were credited as a key act
boosting global music sales to $19 billion
in 2018. Such profit had not been seen
since 2006 after digital purchases gained
momentum.[181] In 2020, a joint report by
the Ministry of Culture, Sports and Tourism
and Korea Culture and Tourism Institute
estimated an economic effect of ₩1.7
trillion ($1.43 billion) to be created by BTS'
entry at number one in the Billboard Hot
100 chart with "Dynamite".[182] BTS were
again credited as one of the acts that
helped boost global music industry
revenues to $21.6 billion in 2020, the
highest figure since 2002.[183]
Forbes Korea named BTS the most

influential celebrities of Korea in 2018 and
2020,[55] and BTS ranked 43rd in the
Forbes Celebrity 100 (2019) as one of the
world's top-earning celebrities. As of 2019,
BTS is purportedly worth more than
US$4.65 billion to South Korea's economy
each year, or 0.3 percent of the country's
GDP.[175] They attract one in every 13
foreign tourists who visited South Korea
and were cited as one of the key acts in
boosting global music sales to $19 billion
in 2018.[171]
Starting in 2020, BTS's management

company Big Hit Entertainment listed
publicly as part of Hybe Co., Ltd, which
became valued at $9.5 billion USD in
2022.[184] In March 2020, Big Hit
Entertainment launched a video series,
"Learn Korean with BTS", on the social
media app Weverse,[185] intended to "make
it easy and fun for global fans who have
difficulty enjoying BTS' music and contents
due to the language barrier."[185][186] The
idea for the project emerged in reaction to
fans asking for English subtitles for BTS'
videos.[187] The series consists of thirty
three-minute lessons on Korean
expressions and grammar using footage
from existing BTS content on YouTube and
VLive, such as "Run BTS!" and "Bangtan
Bomb."[185] The videos were developed in
collaboration with experts at the Korean
Language Content Institute and Hankuk
University of Foreign Studies.[185]
BTS Universe
Logo for BTS Universe
The BTS Universe, also known as the

Bangtan Universe or BU, is an alternate
universe created by Big Hit Entertainment
that winds through the group's output. The
webtoon Save Me closely follows the story
line, along with their book HYYH: The Notes
1.[188][189] The chronology of the universe
began with the song "I Need U" and spans
to the present time.[190] It tells the story of
the seven members in an alternate reality
and depicts their anxieties and
uncertainties as they confront their
futures.[191][192] In a corporate briefing held
on February 4, 2020, Big Hit also
announced the upcoming release of its
sequel HYYH: The Notes 2, the recreation
of five BTS songs into five picture books,
and the upcoming drama Youth to be
produced in collaboration with
Chorokbaem Media and renowned
screenwriter Kim Soo-jin.[193][186] Speaking
to Billboard, Michelle Cho, an assistant
professor of East Asian Popular Cultures
at the University of Toronto, said "As an
audio-visual experience, "I Need U"
inaugurated the Bangtan Universe—the
coming-of-age storyline that brilliantly
integrates the Most Beautiful Moment in
Life [album] trilogy and continues in music
videos, "concept videos" (mini-films), and
the multiform, open-ended narrative that's
been serialized in album liner notes and
Twitter and Instagram posts."[194]
Mariejo Ramos from The Inquirer said

about the universe "no other artists have
successfully mixed the same literary
technique to pop music in such a scale."
They used the alternate universe and
literary books, such as The Ones Who Walk
Away from Omelas, as a framing device for
their albums.[195] Mixing the two has
created an interactive environment for their
fans who make theories when new
material or hints are released.[196][197][198]
It was announced in 2021 the drama Youth

would be released. It will encapsulate the
story line created throughout the BU and
Save Me webtoon.[199]
Endorsements
Several commercial endorsements made
by BTS over the years have had significant
cultural impact due to the high visibility of
marketing and advertisement campaigns.
BTS have maintained numerous global
endorsement deals in various industries
throughout their career. Partnered with
Puma since 2015, BTS initially promoted
its sportswear as Puma Korea's brand
ambassadors before expanding to
become global ambassadors in
2018[200][201] and promoting the remix of
Puma's "Turin" and "Sportstyle" line
worldwide.[202][203] In 2019, BTS signed
with Fila to endorse its sportswear.[204]
BTS has also served as global brand
ambassadors for LG Electronics' 2018 LG
G7 ThinQ telephone,[205] and for Hyundai
Motors' 2019 flagship SUV the
"Palisade"[206] and hydrogen fuel cell
electric SUV, the "Nexo".[207] Due to BTS'
endorsement, Hyundai received almost
double the anticipated domestic order
volume for the Palisade.[208] BTS became
global ambassadors of the electric street
racing series Formula E to promote how
electric vehicles can help combat climate
change.[209] In 2020, BTS partnered with
Samsung Electronics[210] on a limited
edition BTS-themed version of the Galaxy
S20+ and Galaxy Buds+.[211] As the first
male pop group ever to collaborate with
Dior, BTS sported ensembles from Kim
Jones' Pre-Fall 2019 collection at their
concert at Stade de France.[212] In April
2021, BTS were chosen as Louis Vuitton
brand ambassadors.[213]
Fans shopping for BT21 goods at the
Line Friends store in Mapo-gu, Seoul
In the entertainment sector, BTS published

the webtoons Hip Hop Monster and We On
through the Nate Webtoon portal and Save
Me in collaboration with LICO and Line
Webtoon.[214][215][216] In the toy industry,
Mattel created dolls modeled off BTS'
outfits from the music video "Idol",[217]
Medicom Toy created the "BE@RBRICK", a
block-like toy featuring the BTS logo and
accents modeled after BTS' stage
clothes,[218] and Funko released BTS
versions of Funko Pops.[219] BTS also
partnered with popular Korean
communication app Line, to create new
Line 'characters' called BT21. The
collaboration initially produced emojis and
electronic stickers, but later expanded to
include fashion apparel, footwear,
accessories, and other merchandise.[220]
Line flagship stores opened throughout
Seoul before spreading across the global
market into Japan, Taiwan, Hong Kong and
the United States.[221] The BTS characters
also partnered with popular game Among
Us to create limited edition characters that
will be available worldwide.[222] In March
2023, Lego released the "Lego Ideas BTS
Dynamite set".[223]
In the gaming industry, Nexon released
character avatars based on BTS for their
RPG game Elsword,[224] and BTS worked
with DalcomSoft to release the rhythm
game Superstar BTS in January 2018,[225]
as well as with Netmarble Games for the
story-based, mobile simulation game BTS
World released in June 2019.[226] In
December 2020, BTS collaborated with
MapleStory, to design their own special in-
game items inspired by their favorite
MapleStory childhood memories.[227] BTS
have also collaborated with Casetify to
globally launch a new tech accessory
collection[228] and ceramics company
Kwangjuyo to release a BTS-themed line of
ceramics.[229] In February 2022, online
game developer, and publisher, Garena
announced BTS as the global
ambassadors for the mobile game, Free
Fire.[230] The group worked with Cookie
Run: Kingdom on a collaboration called
"Braver Together" in October 2022.[231] In
the food industry, BTS collaborated with
McDonald's to launch the BTS Meal which
was available in 50 countries.[232] BTS
partnered with Baskin-Robbins Korea to
launch limited-edition cakes[233] and ice
cream flavors.[234] Snickers released
limited-edition chocolate bars with purple
packaging that featured BTS song
titles.[235]
In Asia, BTS have worked as brand
spokespersons for KB Kookmin Bank, one
of the four largest banks in South
Korea.[236][237] Their collaboration
generated the opening of over 180,000
accounts, and BTS extended their contract
with KB Kookmin Bank through 2019.[238]
Coca-Cola Korea[239] signed BTS on as
their new campaign models for
promotions during the 2018 World Cup in
Russia.[240][241] In 2021, BTS participated in
Coca-Cola's global campaign "Turn Up the
Rhythm".[242] In the tourism sector, BTS
have worked as brand models for Lotte
Duty Free Shop since 2017[243] and as
honorary tourism ambassadors for Seoul
as part of the 'I Seoul U' program.[244] In
the beauty and apparel industry, BTS
maintained a relationship with uniform
brand SMART from 2016 to 2019.[245] BTS
have also promoted the face mask brand
Mediheal,[246] the cosmetics brand VT
Cosmetics,[247] the contact lens brand
Play/Up,[248] vitamin supplement brand
Lemona,[249] Indonesian e-commerce
company Tokopedia,[250] massage chair
brand Bodyfriend,[251] SK Telecom,[252]
Philippine telecommunications company,
Smart Communications[253] and Lotte
Chilsung's Kloud Draft beer.[254] In
December 2022, Penshoppe released a
"BTS Music Theme Collection".[255]
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Cultural impact and

South Korean boy band BTS was formed in

BTS performing "Not Today" during

In 2019, BTS were again named as one of

South Korean President Moon Jae-in

BTS also appeared in Bloomberg Market's

The BTS Meal in collaboration with

When the BTS McDonald's meal was

Although there were THAAD restrictions

BTS have often been used for political

President Ram Nath Kovind mentioned

BTS began the third Korean wave in Japan

BTS broke Oricon's record and became the

In 2018, BTS and girl group Twice were

Despite strict crack downs on K-pop, BTS

BTS accounted for 41.9 percent of album

Kang Soojung, exhibition manager at the

In September 2019, president Moon Jae-in

On July 21, 2021, President Moon Jae-in

Congressman Alan Peter Cayetano made a

BTS are the first Asian musical act to get a

In Canada, BTS are the second highest

During the 2018 FIFA World Cup, Mexico

BTS performing "Fake Love" at Love

BTS became the first K-pop group to

In California, BTS inspired a teacher to

–Bang Si-hyuk, founder and chairman of Big Hit

BTS became the first K-pop act to remain

BTS have won various awards in the United

A Hallyu wave began in Argentina during

When BTS held concerts in Chile back in

K-pop idol groups began changing the

Fans queueing to buy BTS

In 2019, BTS had been estimated to have

Signed on as tourism ambassadors in

Forbes Korea named BTS the most

Starting in 2020, BTS's management

Logo for BTS Universe

The BTS Universe, also known as the

Mariejo Ramos from The Inquirer said

It was announced in 2021 the drama Youth

In the entertainment sector, BTS published

This page was last edited on 17 July 2023, at

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