![]() They respect diversity and justice, the rights of youths and marginalized people. They don’t shy away from speaking about the pain felt by today’s generation. “Ever since BTS’ debut, they’ve never suddenly switched gears or changed pace. As Bang Si-hyuk-the mastermind behind the birth of BTS- stated for TIME Magazine: Making a K-pop idol group a part of the official delegation to a multilateral platform like the UN asserts how K-pop has become a poignant tool in the public diplomacy plan, formally announced in 2017 by Korea's Public Diplomacy Act.īTS’ authenticity shines through the world of manufactured idols, which helps the group reach a global audience, especially the U.S. Their consistency in pursuing this path is what differentiates the group from the notorious fabricated music industry of K-pop. For instance, the song “Young Forever” sends a comforting message to young people in despair whose dreams meet obstacles, as the chorus repeats, " I have reasons I should love myself." In BTS’ music, relatable messages are featured in most of their hit songs. ![]() Unlike other groups, the members of BTS are often actively involved in music production, especially in writing lyrics in which they embed their own voices to address multiple social issues. While K-pop idols are often attributed with specific roles to act in a group and their music is pre-determined by their management company, BTS members are free to express their thoughts by choosing their own music and writing their own lyrics. What significantly differentiates the group from other K-pop idol bands is how these seven young boys dare to go off the beaten track of the notorious " idol manufacturing process" of the Korean music industry. Moreover, the band can reach millions of fans across the globe through its “ devoted fandom with an unrivaled level of organization,” namely its "ARMY." The band’s structured and united fandom creates a network of communication, fostered by social media, where messages are disseminated rapidly. Financially speaking, BTS set a record in its gross value that hit $170 million USD in 2019, which exceeded any American band except Metallica, according to Forbes. BTS as UnprecedentedīTS is surely not the first success story of a K-pop idol group to gain worldwide popularity but is an unprecedented one regarding their potential to become a poignant tool for South Korean public diplomacy. ![]() Their presence at the 76th UN General Assembly as a representative of South Korea alongside South Korean President Moon Jae-in signified an unprecedented and strategic move of the country in exercising its attractive cultural capital. Big Hit Music expressed that this year's theme, "gifts are everywhere" and "BTSs exist everywhere," perfectly captures the essence of the celebration.What comes to mind when you think of a K-pop idol band? Colorful music videos, catchy melody, unknown lyrics, stunning visuals and amplified fan chanting? Yes, and add the formal title, " Special Presidential Envoy for Future Generations and Culture" to describe the sensational global multi-billion-dollar icon “BTS” or Bangtan Boys. Since 2017, BTS has served as honorary tourism ambassadors for Seoul, playing a significant role in promoting the city's charm to the world. By visiting BTS-related locations such as Gyeongbokgung Palace and Hangang Park Bulletproof Forest and uploading certified photos, participants will receive BTS merchandise as gifts. The event will include hashtag campaigns and BTS-related prizes. ![]() There is also great anticipation regarding the impact of this BTS celebration on Korean tourism.Īs part of the festivities, a stamp tour called "Map of Seoul in Purple" will be held at a Seoul tourism promotion booth. In fact, it is rumored that ARMY members from different countries are already scrambling to book flights to Korea. A festival will be held at Yeouido Hangang Park, where both ARMY and the general public will come together in harmony. The highlight of the event will be held on the 17th of next month. ![]()
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