"Elvis-Level Return?"... Foreign Media Hail BTS Comeback as a Legend Reborn

Wide-Ranging Coverage on Gwanghwamun Comeback Stage and the K-pop Industry

On March 21, with the comeback stage of the group BTS scheduled to take place at Gwanghwamun Square in Seoul, major foreign media outlets have been intensively reporting on BTS and the K-pop industry on a daily basis.

On March 20 (local time), the U.S. daily The Wall Street Journal (WSJ) reported from Seoul that BTS's upcoming comeback performance will demonstrate just how profitable the music industry can be in the era of "super fans." WSJ stated, "The relationship BTS has built with its passionate fans goes beyond simply consuming music," and predicted that BTS's upcoming "Arirang World Tour," which is set to be the largest in K-pop history, will test the limits of fan spending.

Elvis Presley (left) and BTS. Pixabay. The Asia Business Daily DB.

BTS will kick off their world tour with concerts at the main stadium of Goyang Sports Complex on April 9, 11, and 12, and will hold a total of 82 performances across stadiums in 34 cities worldwide. WSJ noted, "BTS holds multiple concerts in the same city to reduce their own travel costs and encourage fans to come to them," adding, "Although BTS's tour will feature about half as many shows as Taylor Swift's 'Eras' tour, the revenue per concert could match or even exceed that level."

The U.S. daily The New York Times (NYT) also drew comparisons between BTS's comeback and the moment when Elvis Presley, the biggest star of the 1950s, made a successful return after completing military service, expressing high expectations for what BTS will bring to the fiercely competitive K-pop market. The article highlighted that, even during the four years BTS was absent due to military service, the K-pop boom continued with successes such as the Netflix animation "K-Pop Demon Hunters" and the rise of new stars. Frankie Yaptinchai, an executive at Amazon Music, stated, "The K-pop genre still holds a strong position," and added, "When a major act rejoins, it increases attention on the entire genre, which benefits everyone."

NYT further reported that not only the "ARMY," but the entire industry has been closely watching BTS's return, and described the psychological pressure the group may face after such a long hiatus. Music journalist Tamar Herman noted, "They will feel a lot of pressure," emphasizing, "Though there are still many passionate fans, K-pop fans often disperse and move on to new artists when a group takes a break from activities."

A related video is playing on an electronic billboard at Gwanghwamun Square in Jongno-gu, Seoul, on the 20th, one day before the comeback performance of the group BTS (Bangtan Sonyeondan). Photo by Yonhap News

AFP News Agency placed special emphasis on the fact that the title of BTS's new album is "Arirang," a traditional Korean folk song. AFP assessed, "BTS is once again reminding global fans above all else that they are a Korean group." Jeff Benjamin, K-pop columnist for Billboard, commented, "This album feels like a 'love letter' from BTS to their homeland."

In an on-site report from Gwanghwamun, the BBC stated, "BTS's comeback is being welcomed on a national level," and described it as "more than just a comeback—the return of a 'Cultural Force' that places Korea at the center of the global music stage."

On the 19th, two days before the comeback performance of the group BTS, citizens and foreign tourists visiting Gwanghwamun Square in Jongno-gu, Seoul, were taking commemorative photos. Photo by Jo Yongjun

However, the media also focused on concerns about public inconvenience due to the unprecedented scale of this concert being held in a public space. The BBC shared the story of a lawyer in his 30s who was getting married near Gwanghwamun on the day of the concert, pointing out that excessive on-site control could lead to continued inconvenience. International media also reported criticisms such as, "Expecting citizens to sacrifice for economic benefits or for the country's prestige through the promotion of K-pop is outdated (columnist Choi Moonseon)," and, "If other artists request to use the same space in the future, by what criteria will such requests be approved or denied? (pop music critic Jung Minjae)."

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