"In Korea, taking off your shoes is part of the culture."
With K-content drawing attention around the world these days, the group BTS remains Korea's most influential ambassador. A single word or a single sensible action from them has enormous ripple effects. As the ARMY (official fandom) around the world watches BTS, they play an important role in imprinting K-content and Korea on the global stage.
So the full-length fifth album 'Arirang (ARIRANG)' released on the 20th is even more meaningful. This album is the record BTS released as a complete group for the first time in 3 years and 9 months after finishing their military hiatus. It was a comeback the world had waited for and anticipated, so it drew even more attention.
At this important moment of their first full-group comeback after a long hiatus, BTS embraced the most Korean colors. By naming the album after Korea's representative folk song "Arirang," they once again emphasized their roots and identity.
Starting as boys and expanding their story into youth, they have always put their own stories into their music. In the meantime, they went through a long 3 years and 9 months hiatus and the major life transition of mandatory military service. Reunited, BTS began the new album from the identity of "Korea," the place where they started and their point of departure. The title "Arirang" felt all the more like BTS in that sense.
Not only the album title but a portion of the melody of "Arirang" was woven into the first track, "Body to Body," heightening the emotions.
They announced BTS's return by holding a comeback performance at Gwanghwamun Square, the most symbolic place in Seoul, Korea. Choosing "Arirang" and Gwanghwamun Square as the stage, which encompass the team's identity and the emotions accumulated through their journey, they showed the most Korean colors.
The moment was broadcast live to the world. The comeback show streamed on Netflix was watched by 18.4 million people worldwide, and it reached No. 1 in 77 countries across Asia, Europe, South America and North America. It enjoyed tremendous ripple effects and promotional impact. President Lee Jae-myung also said it was decisive for promoting Gwanghwamun and Korea.
Those who promoted Korea through the comeback confidently introduced Korean culture on a popular U.S. talk show. That was because they appeared on the popular U.S. NBC talk show The Tonight Show Starring Jimmy Fallon on the 25th (local time) wearing slippers instead of shoes. BTS sat side by side on the couch wearing the same slippers to do the talk show, and RM explained, "In Korea, taking off your shoes is part of the culture."
They naturally introduced Korean culture on a talk show beloved by Americans. Because "Arirang" is an album that contains the identity of Korea, it was a more effective and sensible choice. This is why BTS inevitably has an overwhelming presence as a cultural brand representing Korea.
[Photo] Provided by BigHit Music.
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