SEOUL, March 16 (AJP) - Lotus Buzon bought herself a map of downtown Seoul and, on a trek around the city’s Gwanghwamun area, marked all the public restrooms on it.
This, she admits, is not normal for a tourist. But then Buzon, a 42-year-old Filipina, is a BTS fan and she is in South Korea for the group’s comeback concert this Saturday. She is not taking any chances with massive crowds expected.
Organizers estimate that as many as 300,000 fans could pack into Gwanghwamun Square, an area of roughly 18,900 square meters — about the size of three soccer fields.
“Honestly, my biggest worry is whether I will be able to find a restroom,” she says.
Before leaving Manila, Buzon found hotel prices already surging and had to settle for accommodation in Seoul’s Gwanak District, which is a 40-minute drive from the concert venue.
“Hotel prices were five times higher than usual, but I booked early so I was able to get a reasonable rate,” she said.
“Going to restaurants or cafes that day is out of the question,” she said. “My plan is to go straight from my hotel to the concert and try to leave as early as possible before the crowds.”
But she is not complaining. A diehard BTS fan, Buzon pulled out plush toys and keyrings from the BT21 merchandise she had just bought at the LINE Store.
“I just bought all of these, so I’m really happy right now,” she said.
The Korean retail is enjoying an unexpected BTS-driven tourist boon as fans like Buzon turn their enthusiasm into shopping for Korean goods upon arriving early for the concert.
The event is expected to generate significant economic impact. The Korea Culture & Tourism Institute (KCTI) estimates that a BTS concert in South Korea could create up to 1.2 trillion won ($900 million) per event, including indirect effects such as intellectual property (IP) revenue and the global promotion of K-pop.
Demand is particularly strong for BT21 merchandise, a character brand created with direct participation from BTS members. Developed by LINE FRIENDS, the character brand was created with direct input from all seven members of the group.
LINE FRIENDS has expanded the BT21 brand globally, launching various products and content in markets including South Korea, the United States, Japan, Taiwan, Hong Kong, and Thailand. Ahead of the concert, fans have been visiting LINE FRIENDS Square across Seoul to buy BT21 plush dolls, keyrings, and figurines.
“BT21 is a globally popular character IP with new products released regularly each season,” an official at IPX, the digital IP platform company behind LINE FRIENDS and BT21 said. “Recently we launched the BT21 World Voyage collection, featuring travel-themed items such as luggage belts, short-sleeve T-shirts, luggage tags and passport cases.”
“Visitor numbers at the LINE Friends Square stores in Myeongdong and Insadong rose more than 30 percent last weekend compared with the previous week, and we expect further increases from Thursday through Sunday,” she said.
“We are preparing about 20 percent more stock than usual,” she added. “This includes new items like the BT21 World Voyage collection as well as popular staples such as the Seoul Edition and K Edition, which are especially popular among international tourists.”
The central Myeongdong retail district is also expanding related products and promotions to capture the “BTS effect.”
Shinsegae Duty Free is operating a “K-Wave Zone” at its Myeongdong branch, offering BTS magazines, puzzles, plush toys and BT21 merchandise.
The company said sales of BTS-related goods tend to rise whenever major BTS-related news emerges.
Shinsegae Department Store is also joining the push. In collaboration with BTS agency HYBE, it will open a pop-up store at its flagship “The Heritage” building in Myeongdong to mark the release of the group’s new studio album. The space will sell the new album and related merchandise from Friday to April 12.
Lotte Department Store will launch a “Welcome Lights” project, illuminating Lotte Town Myeongdong in BTS’s signature color, purple. From Thursday to Sunday, the exterior walls of its main store and the adjacent Avenuel building will be lit in purple from 6 p.m. to 10 p.m. each evening.
Lotte Department Store will also hold a “K-Wave Shopping Week” for foreign tourists from Thursday to March 29 at its Myeongdong flagship store, Jamsil branch, and Lotte Outlet Seoul Station branch.
Convenience store chains are also preparing for the expected surge in visitors. 7-Eleven Korea plans to increase inventories of ready-to-eat meals, instant noodles, mobile accessories, and batteries by up to tenfold at stores near Gwanghwamun and Jongno, while assigning staff capable of assisting customers in foreign languages.
GS25 will display IGIN, a liquor product for which BTS member Jin serves as global ambassador. The chain also plans to stock large quantities of items for fans waiting outdoors, including picnic mats, disposable smartphone chargers, and hand warmers.
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