South Korea shut down the heart of Seoul on Saturday for a comeback concert by Kpop supergroup BTS, as authorities prepared for an estimated 260,000 fans to flood the capital’s streets and millions more to watch live on Netflix.
The hour-long performance in historic Gwanghwamun Square marked the release of the seven-member group’s first album in more than three years and preceded a global tour due to start next month. The comeback album “Arirang” sold 3.98 million copies on its first day, Big Hit Music, the label run by BTS’ management agency HYBE, said on Saturday.
BTS, who debuted in 2013 and became the most streamed Kpop artist on Spotify with global influence including White House invitations and UN partnerships, went on hiatus in 2022 so members could complete South Korea’s mandatory military service.
“The City of Seoul will do its best to make it flexible – to make (the performance) both safe and enjoyable,” Mayor Oh Se-hoon said on Thursday while inspecting safety measures.
Seoul staged the event almost four years after a deadly crowd crush in the Itaewon nightlife district, and memories of that disaster heightened pressure on authorities to manage what is expected to be one of the nation’s largest public gatherings. Police closed streets, erected fences and metal detectors around the square south of Gyeongbokgung Palace, and said they would jam signals of unauthorised drones.
Organisers said a combined 8,200 personnel from the Seoul government, HYBE and other organisations were deployed to manage crowds that began gathering on Friday. Medical stations were set up and 2,551 toilets were made available to the public, including facilities in nearby buildings.
Organisers gave away 22,000 free tickets, but the area remained open to non-ticket holders who could watch the show on giant screens and via Netflix, which streamed the event live to 190 countries. Netflix and HYBE relaxed some media restrictions on Saturday, allowing longer audio or video clips of the performance while maintaining a ban on media live-streaming.
“If there was freedom (to do so), then maybe live-streaming, and taking videos, I would have probably made a blog for myself or to share them with my friends, or even live-stream through other social,” said Elsa Llorens Torrubia, 30, from Spain. “People are here not just for the show. We’re here for the atmosphere. Before the show, the whole atmosphere, they are not going to be able to experience fully. So I think it’s kind of unfair that they cannot see that as well.”
BTS’ world tour is scheduled to run into 2027 and, as of this week, will span 34 regions and 82 shows. Analysts forecast blockbuster revenues for the return, with some estimates putting total tour earnings as high as 2.7 trillion won ($1.8 billion), rivaling top-grossing global tours.
Seoul-based analysts estimated at least 1.5 trillion won in ticket revenue and total attendance of between 5 million and 6 million fans. South Korea’s finance minister said on X that the direct economic effect of Saturday’s comeback concert alone was in the “trillions of won”.
“The number of shows could reach 100 once dates to be added next year are included,” said Hwang Ji-won, an analyst at iM Securities. “Assuming only 50,000 attendees per show, that comes to 5 million – and actual attendance could be higher given the 360-degree stage.”
A 360-degree central stage, which places the audience around the performers, reduces obstructed views and increases capacity, boosting sales. Roughly half the shows are expected in North America and Europe, where ticket prices tend to be higher, Hwang added.
Kim Yu-hyuk of IBK Investment & Securities forecast total tour revenue of 2.7 trillion won and operating profit of 487 billion won ($324 million), noting merchandise as a major additional revenue driver. Estimates for merchandise spending range from 100,000 won to 140,000 won per fan, and resale prices for the new “ARMY Bomb” light stick have surged on secondhand sites.
($1 = 1,505.2500 won)
