BTS’s Gwanghwamun Concert Attracts 300 Million Viewers

The live performance held by BTS at Gwanghwamun in Seoul on March 21 reached 300 million viewers worldwide through Netflix’s live streaming. This first full reunion concert by BTS, nearly four years after their reunion, served as a testament to the significance of live events in the K-pop industry.

The impact of live concerts is evident across the global music industry as well. Taylor Swift’s Eras Tour generated approximately $2.5 billion in ticket and merchandise sales by visiting 51 cities. The K-pop industry is moving in this same direction, albeit at a faster pace.

Since the pandemic, live music has become the fastest-growing revenue source within the K-pop industry. While album sales have declined due to the rise of streaming, earnings from concerts, tours, and merchandise sales have surged—representing a 79% increase compared to the previous year.

HYBE alone organized 213 concerts last year, attracting 3.3 million fans. The tour revenue generated from these events amounted to $537 million, accounting for about 30% of the company’s total revenue. This figure was only 12% two years prior, indicating rapid growth.

Following their Gwanghwamun performance, BTS is preparing for their “BTS World Tour Arirang” after completing their military service. This tour is scheduled to feature 79 performances in 34 cities, with expected revenue of at least $1 billion from ticket sales, merchandise, VIP packages, and live streaming.

Top-tier groups such as BLACKPINK, TWICE, Stray Kids, and SEVENTEEN also continue to conduct global tours throughout the year. The influence of live concerts extends beyond ticket sales. Promoters generate income through fan events and merchandise, while host cities benefit economically from increased hotel bookings, airfare demand, and tourism spending. This pattern was evident at the Seoul concert as well—city hotels quickly filled up, nearby stores saw a surge in sales, and even smaller cities experienced an increase in tourists driven by BTS fans.