GLOBALISATION OF K-POP
Still, media and communications professor Park Han Woo from Yeungnam University said it remains to be seen if other K-pop groups, like boy band Seventeen and girl group Twice, can replicate the success of BTS and Blackpink.
He pointed to the globalisation of K-pop, with the hugely popular K-pop musical animation film KPop Demon Hunters being produced outside of South Korea.
“BTS and K-pop helped our economy a lot with tourism, albums and videos. (But) if we rely too much on one thing, it’s a risky thing. Bands change,” he told CNA938.
Still, Chae noted that the group’s global influence has already transformed the country’s image in ways that are not easily quantifiable. She said BTS is “essentially representing Korea around the world”.
“Once someone becomes interested in Korea through BTS, their curiosity expands to Korean culture, tourism and more,” she added.
“All that brings long-term benefits to Korea, and so honestly, trying to measure all the benefits in specific economic terms could be somewhat pointless.”
