BTS Goyang Concert Fails to Revitalize Local Businesses; Intensified Crackdown on Counterfeits

BTS’s concert, set to take place at the Goyang Comprehensive Stadium from April 9 to 12, has shown limited impact on local businesses despite hopes of boosting the area’s economy. Meanwhile, the Intellectual Property Office has launched a thorough campaign against counterfeit K-pop merchandise.

Local merchants are skeptical. One vendor who has run a snack shop at Ilsan La Fiesta for over 20 years said, “The city claimed to be implementing event-related programs since last year, but my sales haven’t changed significantly. This time, they didn’t even participate in any such programs.” A pharmacy owner near Daehwa Station added, “There’s only a brief surge in crowds on concert days; I don’t feel the entire business district is revitalized.” A nearby café owner also noted that sales only rise slightly for a day.

Statistically, however, concerts do have economic effects. During SEVENTEEN’s concert at the Goyang Comprehensive Stadium in October 2024, card sales in the business area near Daehwa Station increased by 58.1% compared to normal levels. In the Jeongbalsan Station area, 3.7 km away from the venue, hotel sales rose by 102.7%, while restaurant sales increased by 47.8%. The reason merchants perceive different effects lies in South Korea’s concert consumption pattern.

Due to its geography, South Korea sees “one-day visits” as the standard for concert attendance. Abroad, fans often fly to different cities, stay for at least one night, and handle accommodation and meals while attending concerts. In South Korea, however, the dense public transportation network makes it common for people to go and return immediately after the show. Even foreign visitors frequently base themselves in Seoul, which has abundant lodging options, and only visit the concert venues.

To address this consumption pattern, foreign municipalities create “reasons to stay.” During pop star Taylor Swift’s “Eras Tour,” Glendale, Arizona, changed its city name to “Swift City,” while Santa Clara, California, appointed Taylor Swift as an “honorary mayor” and renamed the city “Swiftie Clara.” This approach combines stay-oriented tourism content with city branding strategies rather than short-term, venue-focused spending.

At the same time, the Intellectual Property Office is intensifying efforts against counterfeit K-pop merchandise amid the concerts. During targeted operations in Seoul and Busan from February to March, over 27,000 pieces of counterfeit K-pop goods, including photo cards, keychains, and mugs, were seized, and five suspects were detained on charges of trademark infringement.

On April 9, Intellectual Property Office trademark officers plan to conduct intensive inspections around the concert venue to monitor counterfeit sales and trademark violations. They aim to strengthen enforcement during and around the concert dates to maximize effectiveness during peak fan demand. Additionally, from March 16 to April 9, a special period for cracking down on online counterfeit K-pop merchandise was established, with an “online counterfeit monitoring team” deployed to block sales posts on major platforms such as open-market sites, social media, and search engines.

On-site, comparative displays of authentic and counterfeit products, along with interactive events like certification campaigns, will be organized to convey the message that buying authentic goods supports artists. HYBE stated in a statement, “The value of artists’ intellectual property stems from fans’ unwavering support, making its protection paramount. We will collaborate with the Intellectual Property Office to create a virtuous cycle where purchasing authentic goods safeguards artists’ rights.”

Kim Yong-hoon, head of the Intellectual Property Protection Cooperation Bureau at the Intellectual Property Office, said, “Buying authentic products is the fastest way to protect artists’ creativity. We will continue expanding concert-linked enforcement and campaigns to safeguard the K-content industry and establish a healthy consumption culture.”