BTS-nomics Shakes Seoul, 260,000 ARMY to Gather in Gwanghwamun
BTS-nomics Shakes Seoul, 260,000 ARMY to Gather in Gwanghwamun
Jakarta, CNBC Indonesia - BTS’s comeback concert in Gwanghwamun Square next month is expected to attract around 260,000 ARMY (BTS fan name) from various countries. This surge is predicted to boost Seoul’s economy, which has recently slowed down, and Koreans call this phenomenon BTS-nomics.
The “BTS Comeback Live: ARIRANG” concert on March 21, 2026, will be the first reunion stage for RM, Jin, Suga, j-hope, Jimin, V, and Jungkook after completing their mandatory military service. Unsurprisingly, Google searches for the word “Gwanghwamun” have increased more than threefold the day after the free concert was announced.
According to Chosun Daily, Thursday (February 26, 2026), five-star hotels within a 1-kilometer radius of Gwanghwamun Station have reportedly been fully booked. A total of around 1,500 rooms were booked on the day of the concert.
More than 100 convenience stores around the location are also preparing to welcome ARMY. 7-Eleven is even preparing staff who are fluent in foreign languages at around 40 stores near the venue.
Stocks of tourist-favorite products such as banana milk, cup noodles, mobile phone chargers, and hand warmers have been increased up to 10 times. GS25 convenience stores are said to be highlighting the traditional drink product “IGIN,” whose global ambassador is BTS member Jin.
Not only retail, duty-free shops such as Donghwa Duty Free at the Gwanghwamun intersection will also be selling official BTS light sticks, t-shirts, towels, photocards, and dolls before the day of the concert.
Competition is also taking place on the digital billboards in the Gwanghwamun area, which is often called the Times Square of Korea. Netflix, which holds the global broadcasting rights for this concert, has secured the main slot for promotion.
Not only corporations, international fanbases are also participating. One of Jungkook’s fanbases in China announced that it would broadcast a BTS comeback advertisement on several large buildings two days before the concert.
BTS Pilgrimage: From Palaces to Art Museums
The Jongno and Gwanghwamun areas are predicted to become a “BTS pilgrimage” route. Fans are scheduled to visit iconic locations such as Gyeongbokgung Palace, including Geunjeongjeon and Gyeonghoeru, which were once locations for BTS performances.
The Whanki Museum, which once held a special exhibition for RM, is also expected to be crowded, as is the Museum of Contemporary History of Korea, which houses a time capsule from BTS. In the online forum “ARMY Seoul Stay,” created voluntarily by global fans, conversations take place in various languages, including Indonesian.
One Indonesian fan even shared tips on saving money, from buying snacks at convenience stores to trying street food at Gwangjang Market.
Economic Impact Beyond Seoul
The economic impact does not stop in Seoul. Follow-up paid concerts are scheduled to take place in Goyang in April and Busan in June. Transportation companies have confirmed the operation of more than 60 premium buses to accommodate the surge in passengers.
The Seoul and Busan metropolitan governments are also holding joint meetings with businesspeople to anticipate the surge in tourists while also preventing unfair pricing practices. Undercover patrols will be carried out in traditional markets and tourist areas.
President Lee Jae Myung previously mentioned tourism and the cultural industry as strategic national sectors. The BTS-nomics phenomenon is a real example of how a K-pop fandom can transform into a real economic force.