SEOUL, March 19 (AJP) - Visitors flocking to Seoul from around the world for the BTS comeback concert Saturday are readily paying ever higher prices for flights, accommodation and merchandise, as a measure of the devotion that typifies the BTS fan.
Travel costs are surging up to six times their usual levels, fans say.
The willingness to absorb the burden reflects more than concert demand, underscoring a deeper dynamic of the BTS-driven “fandom economy,” where spending functions as an expression of loyalty and identity.
“They don’t just sell music or tickets. They shape narratives that move people and, increasingly, markets,” said Lambert Zixin Li, professor of Management and Organization at the National University of Singapore.
On the ground in Gwanghwamun, the downtown concert venue, overseas fans said rising costs did little to deter them.
“I love their songs. The lyrics are so meaningful,” said Christina Coppola from Italy, who traveled with her sister. “They are strong and cool.”
For many, the BTS impact runs deep. “They are my motivation for life,” said Desty Konita, a 30-year-old visitor from Indonesia who traveled to Seoul with her four-month-old child.
“They work so hard, have no scandals, and remain humble despite their popularity. I really respect that,” she said, adding that she had learned Korean because of BTS.
Tan Joo Seng, a professor of strategy and international business at Nanyang Business School, said such attachment reflects the need for meaning in uncertain times.
“Being a fan provides individuals with a sense of belonging, identity and shared purpose,” he said.
Others pointed to specific songs and long-term fandom as their reason for coming.
“I really like V’s solo song ‘Winter Bear,’” said Tanaka Arisa, a 19-year-old from Japan who has followed BTS since high school.
Fans in Gwanghwamun said they “had to come” despite higher expenses, viewing the event as a chance to be physically present within a global fandom community.
“The scale of BTS’s upcoming concert, with the expected audience of around 260,000, shows how fandom has evolved into a significant economic force,” Tan said. “Superstar fandoms today operate as highly engaged ecosystems that generate value far beyond ticket sales.”
According to a 2024 study by Luminate, an entertainment analytics platform, U.S.-based K-pop fans spent 2.4 times more on merchandise in 2023 than general pop fans.
Forbes magazine noted that “creators are the new brands,” adding that the relationship between creators and fans is evolving beyond brand loyalty into a meaningful economic community.
This shift is often described as the “fandustry,” where fan activity directly drives the success and market value of content.
Tan explained that at the core of this system is emotional engagement, noting that modern fandoms are no longer passive audiences but active participants who amplify content, organize communities and sustain demand across digital platforms.
This creates what Nanyang Business School professor Tan described as a “multiplier effect,” where each fan interaction generates further economic and cultural impact.
The Indonesian fan Desty Konita said that BTS is “number one” in Indonesia and that she promotes the group with her friends.
“Even if flight prices are five times higher, it’s still worth it,” Konita said. “It’s even a free concert, and opportunities like this don’t come often.”
Some BTS supporters, known as the ARMY, spend up to 50–60 percent of their income on albums, merchandise and related experiences.
The economic impact already evident in the data. BTS is estimated to generate around 5.5 trillion won annually, according to the Hyundai Research Institute, accounting for roughly 0.3 percent of South Korea’s GDP. In cities where concerts are held, the events drive spending across airlines, hotels, dining and tourism.
The BTS fan app Weverse saw its revenue rise from 31.7 billion won (about $28.3 million) in 2019 to 112.7 billion won in the first half of 2020, accounting for around 38.3 percent of the BTS management company HYBE’s total sales.
“Superstars are becoming ‘central banks of attention,’” said Lambert Zixin Li of the National University of Singapore. “When they act or speak, they inject liquidity into specific narratives, rapidly driving demand across products, experiences and even financial assets.”
Copyright ⓒ Aju Press All rights reserved.