The world is focusing its attention on the comeback of the group BTS. The global interest is significant because it extends beyond the return of a single group to encompass the country of Korea and its culture as a whole.
BTS will release their fifth full-length album "ARIRANG" (Arirang) on March 20. The choice to use the Korean representative folk song "Arirang" as the album title draws attention. At the moment when they break a long hiatus and return as a full group, they naturally focused on the team's roots, starting point and inner stories. BigHit Music said "'ARIRANG' is a title that encompasses the identity of a group that started in Korea and the deep longing and profound feelings of love that occupy a large place in their hearts."
Koreans who share the sentiment of "Arirang" immediately recognized the emotion contained in BTS's new release. Global listeners unfamiliar with the concept are researching the origins and meaning of "Arirang," sharing on social media what the song means to Koreans and broadening their understanding. Major foreign media have highlighted this trend and noted the cultural and emotional symbolism of "Arirang" and the background to choosing it as an album title. With BTS's comeback, Korea's traditional culture has once again come under the global spotlight.
Their activities following the comeback are also impressive. BTS will hold "BTS comeback live: ARIRANG" (BTS THE COMEBACK LIVE｜ARIRANG) at Gwanghwamun Square in Seoul on March 21, the day after the new release. They will unveil the new song stage for the first time in a space that represents Korea. This is the first time an artist has held a solo performance at this location. In particular, the overwhelming scenes BTS will present against the backdrop of Gwanghwamun will be broadcast live to more than 190 countries/regions around the world via Netflix. It is the first case of a major event held in Korea being broadcast live on Netflix, reaffirming BTS's global influence.
BTS has already spread Korea's charm around the world several times. In 2020, they created a special stage for NBC's The Tonight Show Starring Jimmy Fallon against the backdrop of Geunjeongjeon and Gyeonghoeru at Gyeongbokgung Palace, attracting great attention. That stage was praised for imprinting Korea's beauty and sentiment on the world. In addition, performances such as a gugak version of "IDOL" and costumes inspired by hanbok are still talked about.
The unprecedented achievements they have built also played an important role in expanding K-pop and Korean culture to the world. They set a new milestone by becoming the first K-pop artist to reach No. 1 on the U.S. Billboard main song chart "Hot 100." Through this, they impressed the global music market with the potential of Korean popular music. They have also consistently shown affection for Korea and their identity on the world stage, becoming a source of pride for Koreans. Through music they have spread interest in Korea's language, spaces and traditions, creating positive ripple effects across culture.
BTS continues to tell their stories through music. And that resonance is conveying Korea's culture and identity beyond borders. The question "Do you know BTS?" is about to spread again like a catchphrase.
[Photo] BigHit Music
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