BTS 'Army' Fans Spark Economic Boom in New York During World Tour

BTS’s “Army” fanbase is descending on New York this weekend as the K-pop supergroup continues their first world tour after a four-year hiatus, sparking an economic boom wherever they land.

After shows in South Korea and Europe, the group are back in North America, with 14 shows in six US cities in August and September.

Following the rollout of BTS’s sixth album, Arirang, in March, fans have proved they are willing to spend. In Las Vegas, concertgoers who attended four sold-out shows in May generated an estimated $340m in economic activity, with events at huge hotels on the strip and at tiny Chinatown cafes.

HYBE, the group’s label, has partnered with local businesses and cultural centers for the “BTS The City – Arirang” project in select cities, offering exclusive BTS programming for concertgoers.

Ahead of two concerts at New Jersey’s MetLife Stadium on 1 and 2 August, fans can follow a map of activities, landmarks and eateries that celebrate the group.

Manhattan’s Koreatown is bracing for thousands of fans. The economic impact of BTS concertgoers is expected to match that of soccer fans who crowded MetLife Stadium for the World Cup final – which included a BTS performance – a few weeks ago.

BTS will “easily compare [to] or even exceed Fifa’s economic impact just on average spending”, said Michael Mariano, head of economic development at Tourism Economics.

The group’s return has been a boon for HYBE, which reported a record-high revenue of $993m this past quarter.

The Korean Cultural Center New York will serve as the hub for fan activities. Participants who nabbed a coveted reservation can try on K-beauty products, sample desserts from Tous les Jours, a South Korean bakery chain, and customize the light sticks they’ll bring to the concert, known as “Army bombs”.

“K-pop can serve as a gateway to learning the Korean language and discovering Korean beauty, food, technology, tourism and other aspects of Korean culture,” said Bora Yoon, visual arts manager at the center.

The Arte Museum, which houses large-scale digital art, is hosting a special BTS exhibit that will feature music and digital art celebrating the group’s music. The museum expects a high demand for the exhibit, which will immerse BTS fans in “all five senses”, said Sang Jin Lee, head of the creative team and vice-president of d’strict, a creative design company that owns the Arte Museum.

“It’s about sharing our culture, great heritage and Korean contemporary digital art through the lens of BTS, using an enduring folk song that is continually reinterpreted by every generation,” Lee said in Korean, referring to Arirang, the centuries-old folk song that inspired the name of BTS’s new album.

New Wonjo, the oldest Korean barbecue restaurant in New York, is also featured on the map, and plans to serve a special menu inspired by the members of BTS and the foods they miss most on tour, including kimchi fried rice, pork belly and jajangmyeon, or black bean noodles.

The menu was developed “with intention, and is rooted in Korean culture, rather than just pasting ‘BTS’ on a regular menu item”, said Jacob Baik, art director of New Wonjo. “We hope that some guests who might initially visit because of the ‘BTS The City’ project leave with a genuine interest in the restaurant, the food and Korean culture more broadly.”

The map also features bingsu, a type of South Korean shaved ice dessert, offered by Seoul Bingsu – a pop-up version of Seoul-based Tokyo Bingsu, known for its tomato flavor of the dessert. For its limited 10-day New York run, Seoul Bingsu will offer special bookmarks, pins and stickers for those who order from its special Arirang menu.

Ara Go, the Seoul-based owner of Seoul Bingsu, said BTS “has truly helped introduce Korean culture to the world”.

“Food and desserts are a huge part of Korean culture, and I saw this as a wonderful opportunity to promote not only our food but our country with a broader audience,” Go said in Korean.

Before the spot’s collaboration with BTS, Angela May, 18, had never heard of bingsu. May, a BTS fan for nearly six years, traveled to Manhattan from New Jersey to try it.

“Just having BTS written on the menu or the window will bring a lot of attention to the place,” May said.

Asli Penaeo, 22, grew up in New York and has been a fan for seven years, yet she has never been to most of the collaborating restaurants.

“This event is finally giving me a chance to go to some of these restaurants, try new items, but also make new memories with fellow Army [fans],” she said, sipping on a BTS-branded Tous Les Jours strawberry lemonade.

Sunmi Lee, 40, an interior designer, said she was considering taking a BTS-themed double-decker bus tour to visit New York landmarks – even though she lives in the city.

“It’s about celebrating Korean culture,” she said. “Trying authentic local spots, and feeling connected to something bigger than just a concert.”