[W Forum] BTS and Star Marketing

Choi Se-jung, Professor at Korea University Department of Media and Graduate School

The impact of the video titled "Real BTS Gathering" uploaded on BTS's official YouTube channel on the 14th was intense. BTS, who have been actively performing for about 10 years, announced a temporary suspension of group activities due to fatigue. The shock among BTS fans was immense, and the next day, HYBE's stock price plunged about 25%, wiping out approximately 2 trillion KRW in market capitalization. HYBE emphasized that BTS is only pausing group activities temporarily, not disbanding, and will continue individual activities along with promotions for their new album, but the controversy continues.

The symbolic significance of BTS, representing K-pop, is substantial. After debuting in 2013, BTS began overseas activities in 2014 by handing out flyers they made themselves on the streets of Hollywood, USA, and grew into a global group forming a fandom worldwide. In 2017, they became the first K-pop group to be named "Top Social Artist" at the Billboard Music Awards, and in 2018, they became the first Asian artist to top the Billboard 200 chart. In 2020, BTS became the first K-pop artist to reach number one on the Billboard Hot 100, the main singles chart, and have topped the Hot 100 sixteen times. They delivered speeches at the United Nations General Assembly three times in 2018, 2020, and 2021, and recently visited the White House at the invitation of U.S. President Joe Biden.

The foundation for BTS to cultivate a global fandom was not only their music and the messages contained within it. Even during the period when face-to-face performances were difficult due to COVID-19, they actively communicated with fans through YouTube and social media. They also actively utilized SNS platforms specialized in fan communication, such as HYBE’s Weverse and Naver’s V Live. BTS is a successful case of star marketing that elevated idols to global stars. The public projects their identity and realizes desires vicariously through admired stars. The passionate fandom, represented by the millennial generation, desires active communication and opens their wallets generously to gain limited experiences such as photos, personal messages, video calls, and merchandise to feel closer to the stars.

Star marketing also involves strategies that use celebrities or famous people with widespread recognition to enhance the image of companies or brands. BTS has helped improve the image and sales of various brands. A representative example is McDonald’s, which released THE BTS set centered on menu items chosen by BTS members, using BTS’s signature purple color instead of the official brand logo colors, and sold it in over 50 countries, leading to sold-out lines. Moreover, the packaging became a rare phenomenon traded at high prices. Thanks to THE BTS’s sensational popularity, McDonald’s global sales reportedly surged by more than 40%. BTS contributed not only to individual brands but also to promoting Korea and K-pop, being regarded as a national asset.

The situation where BTS, who have enjoyed popularity by forming a global fandom, have no time to rest and can only complain of burnout due to stagnated growth has brought shock to the popular culture industry along with criticism of the K-pop system. Along with the decline in their agency’s stock price, concerns about BTS’s economic influence are also significant. It is impossible to ignore the nature of the entertainment industry where artists’ images are commodified as stars. From a star marketing perspective, many companies and organizations have been interested in BTS’s future moves, as they have been active as advertising models or ambassadors.

This content was produced with the assistance of AI translation services.