SEOUL, February 06 (AJP) - When a government survey on South Korea’s global image is released each year, the top name rarely changes.
Once again, BTS ranked first in the “2025 National Image Survey of Korea” released late last month by the Ministry of Culture, Sports and Tourism.
The ranking itself is familiar. What is changing is what it represents.
Jungkook placed sixth overall — the highest among solo artists — while online reactions framed the results less as news than as confirmation. On X, fans repeated the phrase “national treasure.” Facebook fan pages described the outcome as long-overdue recognition.
The responses suggest that BTS’s influence has moved beyond novelty. It now operates as part of South Korea’s cultural infrastructure — stable, predictable and deeply embedded.
The broader survey found that Korean cultural content — including K-pop, dramas and films — remains the strongest factor shaping foreigners’ views of South Korea. For many overseas audiences, entertainment has become the country’s primary point of entry.
External studies reinforce the pattern.
The Korean Foundation for International Cultural Exchange reported in its 2024 Overseas Hallyu Survey that regular exposure to Korean content increases favorability toward Korea and strengthens interest in visiting.
The Korea Culture and Tourism Institute found similar links between cultural consumption, trust in Korean brands and purchasing behavior.
In practical terms, liking Korean music increasingly leads to choosing Korean destinations, products and platforms.
One of the clearest signs of that shift appears in language learning.
In 2024, The New York Times reported that Duolingo recorded a 22 percent year-on-year rise in Korean learners in the United States.
Many learners cite BTS as their starting point. Fans often say they began studying Korean to follow livestreams or understand lyrics without subtitles. Over time, that curiosity expanded to dramas, interviews and historical content.
Interest, in many cases, moves from consumption to participation.
In 2021, BTS’s Korean-language address at the United Nations General Assembly symbolized that shift — presenting Korean not as a niche cultural language, but as a global medium.
For long-time fans, the transformation has unfolded gradually.
Some describe pride in “growing up” alongside the group, watching both BTS and Korean culture gain confidence on the global stage. Others say the group’s discipline and longevity became a personal source of motivation.
As the 2026 comeback approaches, those reflections are resurfacing online, with fans revisiting past milestones and tracing how their own engagement has evolved.
At the 2025 APEC CEO Summit, RM noted that a decade earlier, few would have expected Korean-language songs to command worldwide attention — a reminder of how quickly the landscape has shifted.
The cultural ecosystem surrounding BTS now extends well beyond pop.
Hwang Eun-soon, director of the Cheongju National Museum, has said the institution plans to develop exhibitions that connect traditional metal culture with contemporary perspectives — reflecting a wider effort to reinterpret heritage for new audiences.
BTS’s decision to incorporate “Arirang” into their comeback fits this trajectory. Tradition is not presented as a museum piece, but as material that can circulate through modern platforms.
National image rarely changes overnight. It is shaped through repetition, familiarity and trust.
The annual survey, where BTS continues to rank first, captures that accumulation. What began as global curiosity has matured into routine engagement — visible in language classrooms, tourism data and consumer habits.
As March 21 approaches, BTS’s return highlights not just another comeback, but a cultural system that has learned how to sustain influence over time — quietly, consistently and at scale.
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