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FKCCI Updates | Culture - BTS at Gyeongbokgung: When Soft Power Takes Center Stage
On March 21, global K-pop phenomenon BTS will hold a free concert at the iconic Gyeongbokgung Palace. Ticket reservations open on February 23. More than 260,000 attendees are expected, with live broadcasting in 190 countries, making it one of the most visible cultural events of the year for Korea.
Beyond music, the concert is a powerful illustration of Korea’s soft power in action. By combining a globally influential K-pop group, a highly symbolic heritage site, a free and inclusive format and worldwide distribution, Korea strategically projects an image of cultural confidence, innovation and openness. This type of event strengthens the country’s international reputation, shapes global perceptions and reinforces its attractiveness as a partner, destination and investment hub.
K-pop is also a major economic driver. According to the Hyundai Research Institute, BTS generates an estimated 4 to 5 trillion KRW annually, around 0.3 percent of Korea’s GDP. Through culture, Korea not only builds emotional connection with global audiences but also creates tangible economic and diplomatic impact, demonstrating how soft power can translate into long-term strategic influence.
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