[Official] BTS Tour Effect.. HYBE Surpasses 1 Trillion Won in Q2 Revenue

*This content was translated by AI.

BTSnomics is here.

Major foreign media outlets have analyzed that the boy group BTS is generating significant economic impact across North America. Beyond simply attending concerts, HYBE's "THE CITY" project, which transforms entire cities into theme parks, is being evaluated as maximizing "BTSnomics."

The UK's influential newspaper The Guardian recently highlighted in a report (BTS are back: return of K-pop superstars sparks US economic boom) that BTS, resuming their world tour after a four-year hiatus, is driving massive economic prosperity in the United States.

The media focused on BTS's concert schedule, which includes 16 performances across seven cities in North America during August and September. It further noted the success of the four consecutive sold-out shows held in Las Vegas in May, stating, "It is estimated that this generated an economic impact of approximately $340 million (about 450 billion won), benefiting everyone from large hotels to small cafes in Chinatown."

Starting with the performances at MetLife Stadium in New Jersey on the 1st and 2, which drew over 157,000 spectators, a massive number of "ARMY" (BTS's fandom name) flocked to the area around Manhattan's Koreatown. Michael Mariano, head of the tourism economics division at Tourism Economics, told The Guardian, "Even considering only the average spending by BTS fans (excluding tickets, including accommodation, food and beverage, airfare, etc.), the economic impact is likely comparable to or even greater than that of the FIFA World Cup."

In fact, these BTS tour achievements are also reflected in HYBE's financial results. HYBE, the parent company of its label Big Hit Music, reported second-quarter revenue of 1.45 trillion won for this year. This marks the first time a single quarter has surpassed 1 trillion won in the entertainment industry and represents HYBE's highest quarterly performance since its founding.

The Guardian also noted the cultural expansion potential of HYBE's "BTS THE CITY ARIRANG" project, which collaborates with local businesses and cultural facilities using BTS album titles as inspiration. A prime example is the Korean Cultural Center in New York, which has become a playground where visitors can experience K-beauty and decorate their own light sticks (ARMY bombs). Additionally, Arte Museum showcased special media art exhibitions that captivated audiences with dazzling visuals and sounds, further enhancing the festival atmosphere. The Guardian also reported that Korean restaurants and pop-up stores in New York attracted strong responses from locals and tourists by featuring special menus rooted in Korean culture, such as samgyeopsal (grilled pork belly), jjajangmyeon (black bean noodles), and bingsu (shaved ice desserts), which are favorites of the members.

Yoon Bo-ra, Visual Art Officer at the Korean Cultural Center in New York, told The Guardian in an interview, "K-pop is serving as a massive gateway that allows people to discover not only the Korean language but also Korea's beauty, food, technology, tourism, and culture overall." BTS's efforts, which demonstrated the power of music to connect cities and cultures in the world's largest pop market, are acting as a powerful momentum driving the entire global industry.

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*This content was translated by AI.