110,000 ARMY Transform Busan: BTS Showcases the 'City-Stay K-pop Concert'

13th Anniversary BTS 'Arirang' Concert in Busan
The Entire City Turns into a Festival... 200,000 Domestic and International Visitors
Beyond Ticket Sales: From Lodging to Tourism, City-Stay Consumption
A Long-Term Project Revitalizing Local

BTS 'The City Busan' scene. Provided by HYBE

On the 13th, BTS's music resonated throughout various parts of Busan. Even late at night after the concert ended, areas like Haeundae, Gwangalli, and Seomyeon were packed with fans filling stores and restaurants. At Busan Station, long lines formed as foreign visitors with suitcases waited, and in front of sculptures set up at major tourist attractions, endless queues of people waited to take photos. The BTS world tour 'Arirang' concert, held at Busan Asiad Main Stadium over two days from the 12th, drew an audience of 110,000. These visitors stayed across Busan and spent a significant amount of money.

BTS held a concert in Busan for the first time in three years and eight months since 'Yet To Come in BUSAN' in October 2022. The Ministry of Justice estimated that about 50,000 foreign visitors would come to Korea during the concert period. Considering that all 110,000 seats for the two-day concert were sold out, the Busan Metropolitan Government anticipated that as many as 200,000 visitors would come to the city around the event. Incheon International Airport increased its immigration inspection staff by up to 88% compared to normal, and Busan expanded subway and city bus operations.

A figure from the local cultural scene in Busan commented, "The Busan International Film Festival has spent years building its status as an international event, but BTS turned Busan into a global city in just two days. I realized on the ground that the status and market power of K-pop are much greater than expected."

Expanding IP into the City... Entertainment as an Everyday Consumer Good

Even before the concerts began, 'ARMY (fandom)' maps appeared across Busan. At the Eurasia Platform Welcome Center at Busan Station, visitors left their luggage and checked their schedules. On the sand of Haeundae Beach, a large sand sculpture inspired by the new song message 'KEEP SWIMMING' was installed. Spaces such as the 'Love Song Lounge' music lounge, 'ARMY Madang' fan community space at The Bay 101, and a pop-up store at Shinsegae Centum City Department Store were crowded with people. Fans decorated T-shirts and light sticks and used artificial intelligence (AI) to get recommended Busan travel itineraries.

As night fell, the entire city transformed into a concert venue. The 'Big Roof' at the Busan Cinema Center became a media art space, and major bridges like Gwangandaegyo and Busan Harbor Bridge were illuminated in the symbolic colors of the new album. Drones performed a spectacular show in the sky above Gwangalli Beach. City spaces were newly adorned with BTS music and images. Local brands, including major hotels, department stores, bakeries, barbecue restaurants, and cafes, collaborated as partners.

A representative from HYBE, who planned 'BTS The City Busan,' explained, "We designed the program so that visitors coming from afar wouldn't just watch the concert and leave, but could enjoy various events throughout the city and encounter the artist's intellectual property (IP). The key is the 'scarcity of experience,' something that can only be felt at a certain time and place."

Fans are waiting in front of the BTS photo booth installed near Haeundae, Busan. Photo by Lee Isul

Overseas fans are taking photos next to the BTS sculpture "The City Arirang Busan" installed at Busan Station. Photo by Lee Eesul

The K-pop concert business has evolved into a city-stay industry. In the past, concert revenue relied heavily on ticket sales and on-site merchandise, but now, the money fans spend while staying in the city before and after concerts is also part of the industry. The era of seeing concerts as single-day events is over. Traveling from abroad to attend a concert involves spending on airline tickets, accommodation, food, shopping, sightseeing, and transportation. Consumption now happens across the entire city.

A HYBE representative analyzed, "The entertainment industry category is expanding into everyday consumer goods, and conversely, other industries are seeking to extend their reach and customers through entertainment." They added, "It also plays a role in revitalizing the local economy and introducing visitors to the city's culture and traditions." This is why the economic effect generated by 'The City' should be seen not simply as profit, but as a driver for the entire local economy.

Regionally Tailored Planning... K-pop Extending Worldwide

Previously, at 'The City' event in Las Vegas, HYBE partnered with a media art exhibition venue and drew more than twice the usual number of visitors, greatly boosting sales at over ten F&B partner companies. In Seoul, a media facade event was held at the National Treasure Sungnyemun, where 73% of all attendees were foreigners. In Bangkok, Thailand, local traditional culture was naturally incorporated into the event, leading the Thai Minister of Culture to send a letter of appreciation.

K-pop concerts have renewed appreciation for cities' unique charms, whether in Las Vegas's glamorous resorts, Seoul's historic downtown, or Busan's night sea. Even with the same music and artist, the audience experience varies depending on which city resources are integrated.

The HYBE representative said, "The events in Seoul, Busan, and Las Vegas held this year were possible because private companies and local governments communicated smoothly. Currently, several cities are competing to host the 'Arirang' world tour, which takes place 86 times in 34 cities." They continued, "At present, the focus is on artists managed by HYBE, but in the future, we will open up more collaboration opportunities. We will continue our efforts so that 'The City' stands out as a project in the global music market, beyond just K-pop."

BTS. Provided by Big Hit Music (HYBE)

The 110,000 domestic and international attendees who came to BTS's Busan concert spent money throughout the city. Fans were not just audience members, but also tourists and consumers. Local brands secured new customers through K-pop IP collaborations. The concert is no longer just an event where artists perform on stage and fans fill the seats. The city now plans the flow of fans, companies create consumer touchpoints along that route, and local governments support transportation and safety—transforming the event into an industry. This is why K-pop companies are designing experiences beyond the concert venue itself.

Tourism experts are also paying attention to the power of K-pop concerts to drive urban tourism. Hwang Kyoik, president of the Korea Culture and Tourism Institute, diagnosed, "Hallyu concerts are a key driver linking the influx of foreign visitors, stay-type consumption, and city tourism," and emphasized, "In the future, we need to systematically connect performances with urban tourism to maximize the tourism effect."

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