"We Have Our Own Secret Map"... ARMYs Fuel 'BTS Pilgrimage' Craze [K-Holic]

Global ARMY Flock to Korea for BTS Comeback

"ARMY Seoul Guide" Map Draws Attention

Surge in Visits to BTS-Related Landmarks

Editor's NoteInterest in Korean culture is rapidly growing worldwide. Korean-related products and content, such as K-Food and K-Beauty, have permeated the daily lives of overseas consumers, extending beyond a niche group of enthusiasts. [K-Holic] sheds light on the "Korean Wave" observed across the globe and explores why international consumers are turning their attention to Korea.

The comeback of BTS has sparked a surge in tourism to Korea among international fans. So-called "BTS pilgrimage" routes are being shared across social networking services (SNS), leading to an increase in foreign tourists visiting not only Seoul but also regional areas. These fans are visiting places where BTS has performed, music video filming locations, and restaurants frequented by the members, directly experiencing Korean culture.

On the afternoon of the 20th, Mexican fans visiting the BTS official album 5th release commemorative pop-up store held at The Heritage in Shinsegae Department Store's main branch in Jung-gu, Seoul, are taking a commemorative photo. Photo by Yonhap News

"This is where BTS visited"... The Spread of the 'BTS Pilgrimage'

The group BTS released their full-group album "ARIRANG" on the 20th. This is their first new album in 3 years and 9 months since the anthology album "Proof" in June 2022. Photo by Yonhap News.

Recently, the largest English-language community, Reddit, has seen the sharing of a "ARMY Seoul Guide," a map detailing BTS-related tourism routes in Korea. The map includes key locations associated with the BTS members, such as HYBE (their agency), Gyeongbokgung Palace—where they performed "IDOL" on NBC's "The Tonight Show Starring Jimmy Fallon" in 2020—and the Leeum Museum of Art, a place frequently visited by leader RM.

The netizen who created the map explained, "Many fans only visit a few famous places and miss out on meaningful locations related to the members, so I designed a BTS travel course that considers both the route and its significance." They added, "The guide includes the area around HYBE, filming sites, 'Run BTS' food spots, places mentioned or visited by RM, the Hangang River area, and even small neighborhoods that may not be well-known but fans might appreciate."

Recently, numerous posts tagged with '#BTS Pilgrimage' have been continuously uploaded on TikTok. TikTok

On SNS platforms such as TikTok, posts tagged with "#BTS Pilgrimage" are continuously being uploaded by international fans. Some fans are visiting not only Seoul but also other regions. Popular "pilgrimage" courses include Jumunjin in Gangneung—an old music video filming site—and the Pyeongchang area in Gangwon Province, where variety shows were shot. Fans are also traveling to the hometowns of the members: Daegu, where V and Suga are from, and Busan, the hometown of Jungkook and Jimin.

One netizen shared, "As a longtime ARMY (the BTS fandom), I finally checked off my BTS-related bucket list," adding, "I visited several places in Busan, and from now on, finding new BTS landmarks every time I come to Korea will become a personal tradition."

'All Members are Korean' BTS... "Consistently Showcasing Korean Roots"

BTS dressed in hanbok. BTS X

BTS is considered an exceptional case of a group composed entirely of Korean members that has firmly established itself in the global market. Given that many idol groups include foreign members, such as those from Japan, Thailand, or Taiwan, to facilitate global expansion, BTS stands out as a rare example.

The group has also distinguished itself by actively incorporating Korean elements into their music. The title of their 5th full-length album, "Arirang," is notable for its embodiment of traditional Korean sentiment.

The Guardian noted, "While many mainstream K-pop groups adopt international images and styles to target the global market, BTS's choice to name their new album 'Arirang' clearly asserts their identity." The article added, "BTS has consistently showcased their Korean roots by using traditional costumes such as Hanbok in music videos and reflecting Korean social issues in their lyrics."

"Came to See BTS"... Overseas ARMY Gather for Gwanghwamun Concert

Foreign tourists are taking commemorative photos in front of the BTS promotional display on the steps of Sejong Center for the Performing Arts in Jongno-gu, Seoul, on the 19th, ahead of the performance by the group BTS in Gwanghwamun. Photo by Yonhap News.

Meanwhile, BTS released "Arirang" at 1 p.m. on the 20th, and will hold a free comeback concert, "BTS THE COMEBACK LIVE | ARIRANG," at 8 p.m. on March 21 at Gwanghwamun Square in Seoul. The concert is expected to attract up to 260,000 people, including 22,000 audience members and tourists.

The return of BTS has led to a significant increase in arrivals of foreign tourists. According to the Immigration and Foreigners Policy Headquarters of the Ministry of Justice, between March 1 and March 18 of this year, 1,099,700 foreign nationals (excluding crew members) entered Korea, a 271,200 (32.7%) increase compared to 828,500 during the same period last year. Including arrivals on March 19 and 20, just before the concert, the number of entrants could rise by more than 50% compared to a year ago.

In particular, the increase in foreign entrants was most notable among teenagers and those in their twenties, where the BTS fanbase is strongest. The number of teenage entrants rose by 40.0% from 65,600 last year to 91,800 this year, while those in their twenties increased by 35.2% from 257,000 to 347,500.

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