Controversy Over 80% English Lyrics…BTS Redefining Global Impact

BTS returned officially after a hiatus of over 4 years and 7 months. Their fifth studio album, “ARIRANG,” released on March 20, topped the Billboard 200 chart for two consecutive weeks, while its track “SWIM” reached number one on the Billboard Hot 100. This marks the first time since 2020 with “Be” and “Life Goes On” that BTS has simultaneously claimed the top spots on both the album and song charts.

However, behind this resurgence lies profound deliberation regarding K-pop’s identity. With over 80% of the album’s lyrics in English, there are concerns that it dilutes K-pop’s distinctly Korean characteristics. Though the strategy can be summarized by the marketing slogan “born in Korea, play for the world,” achieving this balance proves extremely difficult.

In Netflix’s documentary “BTS: The Return,” the members openly expressed their difficulties with English pronunciation and worries about the lack of Korean lyrics. Leader RM (Kim Nam-jun) stated that “there is a level of authenticity that cannot be achieved with too much English,” but a HYBE official countered by saying, “It is possible to appeal to the global market while maintaining authenticity.”

Musically, “ARIRANG” features numerous elements emphasizing Korea’s identity. The first track, “Body to Body,” includes samples from the Korean folk song “Arirang,” which is listed as a UNESCO Intangible Cultural Heritage, and it contains a video tribute to Korean students who recorded Arirang at Howard University in 1896. Additionally, the bell sounds from the Seongdeokdaewang Shrine serve as a divider between two chapters of the album.

Nevertheless, the scale of the international production team is substantial. Western musicians such as Diplo, Ryan Tedder, Flume, Kevin Parker (Tame Impala), and JPEGMAFIA contributed to the project, and American actress Lily Linhardt appeared in the music video for the lead single “SWIM.”

The chart performance is undeniable. Out of the 13 tracks included, all but “No.29” (Bell Sound Interlude) made it onto the Hot 100, and on the Billboard Global Excl. U.S. chart, BTS achieved an unprecedented feat by having all 13 top tracks feature them. HYBE’s chairman, Bang Si-hyuk, expressed his deep affection for the comeback album by saying, “I poured a year and a half of my life and energy into this project.”