BTS are back: return of K-pop superstars sparks US economic boom

Fans at a BTS exhibition in Seoul in March. Photograph: Soo-hyeon Kim/ReutersView image in fullscreenFans at a BTS exhibition in Seoul in March. Photograph: Soo-hyeon Kim/ReutersBTSBTS are back: return of K-pop superstars sparks US economic boomCities in North America hosting 14 concerts in August and September – and economic impact is set to be significant

BTS’s “Army” fanbase is descending on New York this weekend as the K-pop supergroup continues their first world tour after a four-year hiatus, sparking an economic boom wherever they land.

After shows in South Korea and Europe, the group are back in North America, with 14 shows in six US cities in August and September.

Following the rollout of BTS’s sixth album, Arirang, in March, fans have proved they are willing to spend. In Las Vegas, concertgoers who attended four sold-out shows in May generated an estimated $340m in economic activity, with events at huge hotels on the strip and at tiny Chinatown cafes.

HYBE, the group’s label, has partnered with local businesses and cultural centers for the “BTS The City – Arirang” project in select cities, offering exclusive BTS programming for concertgoers.

Ahead of two concerts at New Jersey’s MetLife Stadium on 1 and 2 August, fans can follow a map of activities, landmarks and eateries that celebrate the group.

Manhattan’s Koreatown is bracing for thousands of fans. The economic impact of BTS concertgoers is expected to match that of soccer fans who crowded MetLife Stadium for the World Cup final – which included a BTS performance – a few weeks ago.

BTS will “easily compare [to] or even exceed Fifa’s economic impact just on average spending”, said Michael Mariano, head of economic development at Tourism Economics.

The group’s return has been a boon for HYBE, which reported a record-high revenue of $993m this past quarter.

View image in fullscreenBTS merchandise at a pop-up store in Seoul. Photograph: Kim Hong-Ji/ReutersThe Korean Cultural Center New York will serve as the hub for fan activities. Participants who nabbed a coveted reservation can try on K-beauty products, sample desserts from Tous les Jours, a South Korean bakery chain, and customize the light sticks they’ll bring to the concert, known as “Army bombs”.

“K-pop can serve as a gateway to learning the Korean language and discovering Korean beauty, food, technology, tourism and other aspects of Korean culture,” said Bora Yoon, visual arts manager at the center.

The Arte Museum, which houses large-scale digital art, is hosting a special BTS exhibit that will feature music and digital art celebrating the group’s music. The museum expects a high demand for the exhibit, which will immerse BTS fans in “all five senses”, said Sang Jin Lee, head of the creative team and vice-president of d’strict, a creative design company that owns the Arte Museum.