How did BTS become a global sensation?

BTS is a seven-member K-POP group that has become a global sensation. They debuted in 2013 under Big Hit Entertainment and has a fan base called ARMY. They were overlooked in Korea when they first debuted, and did not gain recognition in Korea until the end of 2016. However, BTS has now become too big to ignore. So how were they able to become the biggest boy band worldwide today?

 

The success of BTS stems from various reasons. First, their music. Their music and lyrics often carry messages about social issues, which has become a part of the group’s identity as a whole. A good example would be their “Love Yourself” Album, which was a message about self-love.

 

Second, BTS also strongly embraces their identity as Korean artists in their music. They have many songs representing their culture. A good example would be the song “Idol” which was part of the last series of the “Love Yourself” album released in 2018. The members are commonly seen promoting Korean culture such as wearing hanbok to the airport.

 

Third, and I would say this is probably the most important reason to their success globally is their presence and communication with fans through social media. They have been active through social media, showing their daily lives since they were trainees. This was a big aspect in how they were able to gain a large fan base through social media.

 

Fourth, the fans. BTS fans call themselves ARMY. The ARMY is probably the biggest reason that BTS exists today and vice-versa. BTS always shows loves for their fans, communicating through social media, and always gives a shout out to their fans during the speeches at award shows. BTS fans also promote Korean culture worldwide. Some examples would be learning Hangul and also Korean history to understand BTS lyrics.

 

And lastly, I would have to say the numerous records they have made and broke in the last 4 years. In 2015, BTS won their first Korean music show with their single “I Need U” which was from their third mini album, “The Most Beautiful Moment in Life, Pt. 1”. Since then, BTS has been shattering records. They have made and broken several Youtube records, streaming, and album sales. Not only this, they are the first Korean group to win at the Billboard Music Awards for 4 consecutive years, the American Music Awards, reach number 1 on the Billboard Hot 100, Billboard Hot 200, selling out tickets at London Wembley Stadium, and most recently becoming the first Korean group to be nominated for the Grammy Awards.

 

BTS’ success has paved the way for other K-POP artists and Korean culture and the Korean Wave in general to become popular worldwide. And BTS’ success is only the beginning and we can only look forward to what’s next.

 

 

Written by Jade Min

University of Hawaii at Manoa, 4th year, Korean Language Flagship Major and Asian (Korean) History Major, Exchange student at Korea University. Intern at VANK (Voluntary Agency Network of Korea).