BTS ARIRANG Global Impact: Comeback Shows Draw Overseas ARMYs Who Bring Millions To Korea - Report

BTS, the global phenomenon, is back after their mandatory military service and released their latest album, ARIRANG, which already broke several records while setting new standards. The group had a comeback show, BTS THE COMEBACK LIVE | ARIRANG on March 21, 2026, featuring a historic live-streamed performance at Gwanghwamun Square in Seoul to celebrate their tenth studio album, Arirang and it was streamed live on Netflix as well, following BTS World Tour Arirang in Goyang that too place at Goyang Stadium on April 9, 11, and 12, 2026. Days after these shows, the Ministry of Culture, Sports and Tourism (MCST), along with the Korea Culture and Tourism Institute and the Korea Tourism Organization, has revealed that overseas ARMYs who traveled to Korea for BTS's

comeback shows stayed longer and spent more compared to typical foreign tourists, proving the global impact of the group.

BTS ARIRANG global impact

The Ministry of Culture, Sports and Tourism (MCST), in collaboration with the Korea Culture and Tourism Institute and the Korea Tourism Organization, has released the impact of overseas ARMYs who visited South Korea for BTS comeback activities and the group’s 2026 concert events and according to the data, overseas visitors who traveled specifically to attend BTS’s comeback show at Gwanghwamun Plaza demonstrated notably higher engagement with Korea’s tourism offerings compared to average international tourists.

These fans stayed in the country for an average of 8.7 days, significantly longer than the 6.1-day average recorded for general overseas tourists in the first quarter of 2026. In addition to staying longer, their spending was also significantly higher, averaging 3.53 million Korean won (about 2,400 US dollars) per capita, about 1.08 million Korean won more than the average foreign tourist spends.Meanwhile, ARMYs attending the three-day opening performances of BTS’s 2026 world tour also showed strong tourism participation patterns. These visitors remained in Korea for an average of 7.4 days and spent approximately 2.91 million KRW (around 2,000 USD) during their stay. The reports also mentioned that over the three-day period, the city recorded 48,581 additional visitors, while overseas credit card spending reached 337.8 million KRW (approximately 230,000 USD).

Busan concerts is the next target?

The MCST aims to utilize the 'BTS effect' as part of its cultural tourism strategy. The concerts to be held in Busan on June 12-13 are expected to further this momentum. Meanwhile, the ministry is also promoting a “Welcome Week” from June 1–15, featuring K-pop performances, K-culture exhibitions, and themed tours related to popular K-dramas and K-pop filming locations.