Today’s Beatles: How Korea’s Wildly Popular BTS Band is Changing Music and the World
Imagine Beatlemania – multiplied exponentially. A musical act so popular it has been credited with bringing one in every 13 tourists to South Korea in 2017. A cultural phenomenon so immense that its economic footprint contributes about $5 billion a year to South Korea’s economy. How many artists have an entire academic conference devoted to their global impact?
That’s BTS, above at the White House in 2022. It’s a South Korean juggernaut that transcends languages, borders and boundaries – influencing not only the performing arts but also fashion, technology, tourism, the economy and philanthropy on a global scale.
You cannot visit South Korea without feeling its music, never mind its widespread influence. Here’s what you need to know, especially if you’re visiting South Korea.
The rise of BTS
When the Seoul-based band debuted in 2013 as ambitious but scrappy underdogs, few could have anticipated their rise to international superstardom. Conceived as a hip-hop group, BTS, short for Bangtan Sonyeondan (or “Bulletproof Boy Scouts”) is made up of RM, Jin, SUGA, j-hope, Jimin, V and Jung Kook. All seven contribute to the group’s creative output, including songwriting, production, choreography and art direction.
It’s hard to pinpoint the BTS sound. The group’s catalog runs a gamut: hip hop, R&B, pop, EDM and beyond. (“The genre is BTS,” fans like to say.) What is also associated with BTS is its messaging on social commentary, coming of age and self-acceptance.
The band’s accolades include multiple Daesangs (grand prizes) at South Korea’s top music awards, and the honor of being the first Asian act to win Artist of the Year at the American Music Awards in 2021. Two years earlier, BTS had become the first group since the Beatles to earn three No. 1 albums on the Billboard 200 chart in less than a year, a record the Beatles held for 22 years.
Alongside their chart-topping albums and songs, BTS has racked up more than 65 billion Spotify streams, numerous YouTube music video records, several Grammy nominations and now fewer than 26 Guinness World Records across music, entertainment and social media categories.
This combination of authenticity and entertainment industry savvy has made BTS wildly successful cultural ambassadors, boosting South Korea’s soft power while redefining the perception not only of K-pop but also South Korean culture.
The BTS effect on South Korean culture
“Humble,”, “kind,” “down-to-earth” – the group has endeared itself to fans globally displaying humility as its calling card. (The band’s members can also be goofy and hilarious in their many web series, reality shows and variety programs.) This combination of authenticity and entertainment industry savvy has made BTS wildly successful cultural ambassadors, boosting South Korea’s soft power while redefining the perception not only of K-pop but also South Korean culture.
Interest in South Korean culture had already begun in the 1990s, when Hallyu, or the Korean Wave, kicked off with the popularity of South Korean TV dramas in other Asian countries.
In the decades that followed, South Korean music, dramas, films, art, literature, cuisine and other cultural products were embraced beyond Asia, propelled by the Internet and social media.
The start of the Korean Wave predated BTS, but it’s fair to say the group fueled its momentum and may be the single greatest influence on South Korean culture in history.
If you’re fortunate to find yourself at a BTS concert – getting tickets can feel like winning the lottery – you’ll find yourself among passionate fans of all ages, known as ARMY (Adorable Representative MC for Youth), discernible by their accessories and fashion, frequently adorned purple, the band’s unofficial color.
In South Korea, you may spot fans on a “Bangtan pilgrimage” visiting such filming locations as Gyeongbokgung Palace and Jeonju Hanok Village as well as parks and restaurants associated with the group.
Even for fans who don’t make it to South Korea, BTS has increased awareness of and interest in South Korean culture, food, fashion, beauty and even language.
Making the message heard
It’s not uncommon to hear ARMY share how BTS’ music and message have helped them through difficult times. BTS openly advocates for mental health awareness, self-love and inclusivity. From their lyrics to their social media presence, the group members have challenged stigmas while being vulnerable about their own struggles, including depression and self-doubt.
In 2017, BTS partnered with UNICEF to launch the LOVE MYSELF campaign, raising more than $6 million for the humanitarian organization’s work to protect children and young people from violence.
At a historic speech at the 73rd UN General Assembly, RM spoke of self-acceptance: “No matter who you are, where you’re from, your skin color, gender identity: Speak yourself.” Inspired by these messages of love and generosity, BTS fans in turn have launched hundreds of global fund-raising projects for youth aid, disaster relief and other philanthropic efforts.
The enlistment chapter for BTS’ military service
In South Korea, all able-bodied men are required to enlist for 18 to 21 months of military service (or alternative social service). Jin, BTS’ eldest member, enlisted in December 2022, followed by j-hope in April 2023, SUGA in September 2023; and RM, Jimin, V and Jung Kook in December 2023. Despite an initial media hand-wringing about BTS’ hiatus, ARMY hardly suffered a lack of music as the members took time to release solo projects and fulfill their national duties.
By the time all of them returned from compulsory service in June 2025, fans had been treated to 10 solo albums, numerous solo singles and collaborations, a pre-recorded group single and various web shows as well as world tours from SUGA, j-hope and Jin.
Behind-the-scenes documentaries chronicled the members’ journeys, providing insight into their creative processes and growth. ARMY ensured each solo venture was a success, including many more records broken and milestones achieved.
What’s next?
BTS has changed not just South Korean culture but also global pop narratives about identity and community. With military service behind them and the potential shown in their solo endeavors, BTS’ next chapter could be even more transformative.
“Many people are calling us the ‘21st-century Beatles,’ and it’s a huge honor as well as a burden. But I hope that we, BTS, will make a mark as the 21st century BTS.”
RM
Just as the Fab Four put England’s Liverpool on the map, globalized youth culture and had multifaceted influence, the seven members of BTS have surpassed mere pop stardom, having a profound impact on South Korea and the world.
“Many people are calling us the ‘21st-century Beatles,’ and it’s a huge honor as well as a burden,” RM told a news conference for BTS’ sold-out show in 2019 at Wembley Stadium in London. “But I hope that we, BTS, will make a mark as the 21st century BTS.”
This story was created in partnership with Korea Tourism Organization