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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, one of Korea’s most emblematic historical landmarks. Ticket reservations will open on February 23, a date already drawing significant attention from fans both in Korea and abroad. More than 260,000 attendees are expected, and the event will be broadcast live in 190 countries, making it one of the most visible cultural moments of the year for Korea.
Beyond its musical dimension, this event represents a powerful illustration of Korea’s soft power strategy. By bringing together a globally recognized K-pop group, a free and inclusive format, a highly symbolic national heritage site and worldwide live broadcasting, Korea reinforces its image as a creative, confident and culturally influential nation. The concert is not only an artistic performance but also a carefully staged expression of national identity and international reach.
K-pop today is far more than a cultural export. It is a significant economic driver. According to estimates from the Hyundai Research Institute, BTS alone has generated an annual economic impact of approximately 4 to 5 trillion KRW, representing around 0.3 percent of Korea’s GDP, through tourism, consumer goods, media content and global brand value. Large-scale concerts such as this one generate tourism inflows, international media exposure and strong visibility for the country, while enhancing its attractiveness for investors, partners and global audiences.
Hosting such a high-profile event at Gyeongbokgung Palace sends a clear message that tradition and modernity coexist as central pillars of Korea’s global positioning. The decision to make the concert free further strengthens the narrative of accessibility and openness, amplifying public engagement while projecting cultural leadership on a global scale. At a time when governments worldwide increasingly leverage culture to enhance their international influence, Korea continues to demonstrate how entertainment, heritage and global broadcasting can converge into a powerful diplomatic and economic tool. The March 21 concert stands as a compelling example of how soft power operates in practice, shaping perceptions, generating tangible impact and reinforcing Korea’s position on the world stage.
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