BTS Adorns Rolling Stone Covers in 16 Countries, Driving Global Expansion of K-Food

BTS is simultaneously expanding its cultural and commercial influence within the global popular culture sphere.

According to Rolling Stone on the 14th, BTS will appear on magazine covers simultaneously in 16 countries around the world. The issues will be published sequentially starting next month, with 8 covers—7 individual member covers and 1 group cover—made available online beginning on the 20th over an 8-day period. This marks the second time in the 59-year history of this prestigious magazine that the same artist has covered global editions simultaneously, and it is the first time for a group or K-pop artist.

The magazine will feature interviews with the members regarding the production process of their latest album, “Arirang,” released last month. These interviews are expected to cover the members’ experiences serving in the military, the challenges they faced returning as a full group, and the insights gained from their solo activities.

Meanwhile, BTS launched the beverage and convenience food brand “ARIH” through a collaboration with Paldo and hy. BTS participated beyond merely acting as a model, engaging in the planning stage itself and directly deciding on the brand name, flavors, and package design. “ARIH” is a Korean word meaning “beautiful” or “graceful,” sharing a cultural connection with BTS’s new album “Arirang.”

The initial product line for ARIH consists of three items: Modern Noodles, Postbiotic Energy Drinks, and Dual Biotic Sodas. Modern Noodles are a novel type of fried noodles distinct from regular ramen, available in 7 different flavors. The energy drinks and sodas will also be released in 7 respective flavors each.

The products will be sold starting on the 24th at all Walmart stores and online platforms in the United States, with a release in South Korea scheduled for late May. It is rare for a new food and beverage brand to be supplied to main channels by major distributors right from its launch, reflecting the high acclaim for the brand.

The industry views BTS’s initiatives as examples of the evolving global standing and economic expansion of Korean popular culture. BTS began its 85-concert World Tour on the 9th in Goyang City, Gyeonggi Province, spanning 34 cities worldwide, with 46 of the 85 concerts already sold out.