South Korean entertainment giant, record label, and talent agency
On March 20, 2026, BTS released 'Arirang,' their first full album since completing South Korea's mandatory military service. The album sold nearly 4 million copies on its first day and topped charts in the UK, Australia, and Germany. On March 21, BTS performed a historic comeback concert in Seoul's Gwanghwamun Square, streamed live on Netflix to 18.4 million viewers worldwide.
Seoul's highly anticipated BTS concert drew thousands of fans and extensive security measures, but actual attendance was lower than expected. Fans traveled from around the world, many waiting hours for tickets, while local businesses faced disappointing foot traffic amid the event's elaborate preparations. The event highlights BTS's cultural influence and the city's economic ambitions.