BTS’s Comeback: 4.17 Million Units Sold in First Week, No. 1 in 115 Countries Globally…Further Strengthening Their Foundation

BTS’s fifth studio album, “ARIRANG,” released on March 20, has achieved record-breaking sales figures, once again proving its status as a dominant force in the K-POP industry. The album set a new first-day sales record with 3.98 million units sold, and cumulative sales exceeded 4.17 million units within the first week of release (March 20–27). This figure far surpasses the previous highest record set by their fourth album, “Map of the Soul: 7,” which sold 3.37 million units in its first week.

The album also delivered outstanding results on global charts. Its title track, “Swim,” immediately topped global streaming charts upon release, while “ARIRANG” itself ranked No. 1 in Apple Music’s Global Albums chart across 115 countries and regions. All tracks made it onto the “Today’s Top 100: Global” chart, with the album debuting at No. 1 on the UK Official Charts and the single entering at No. 2. Streaming numbers were equally record-breaking; according to Apple Music, BTS’s streaming figures immediately after release were more than eight times higher than the average over the 30 days prior to release.

The strength of their fanbase was evident at live performances as well. The free concert “BTS Comeback Live: ARIRANG,” held on March 21 in Gwanghwamun Square, Seoul, was streamed exclusively on Netflix and watched by approximately 18.4 million viewers. This high viewership demonstrates how fan demand has diversified across online platforms.

While market reactions were mixed in the short term, financial analysts have consistently given strong positive assessments. Although HYBE’s stock price dropped by 15.55% on March 23 following the Gwanghwamun concert, most analysts attribute this to profit-taking as rising expectations turned into reality. HSBC raised its target price for the stock from 420,000 won to 500,000 won, suggesting a 31% potential increase and maintaining a “buy” rating.

Analysts are focusing on future revenue from BTS’s world tours. Starting in April in Goyang, BTS plans to hold a total of 82 concerts across 34 cities worldwide by 2027. Most of the already announced shows in North America and Europe have sold out. Based on an average audience of 4.6 to 5 million people per concert and an average ticket price of around 300,000 won, analysts estimate that concert-related revenue alone will be at least 1.5 trillion won. Including additional income from merchandise and the fan platform Weverse, total tour-related earnings could reach up to 2.2 trillion won.

HYBE’s financial performance in 2026 is also expected to reach record levels. Analysts forecast annual revenue of around 4 trillion won and operating profits of 500 billion to 637.1 billion won, representing a more than 900% increase in operating profits compared to the previous year. Currently, HYBE’s price-earnings ratio (PER) is around 29 times, and analysts describe this as a “historically low valuation period similar to that seen in 2022 during BTS’s enlistment and the NewJeans controversy.”