A total album sale of 44.91 million, a trillion won in record and tour revenue, and a major tour audience of 3.29 million. These figures aren't for some internationally renowned artists but for BTS, a South Korean boy band that has rocked the world with their outstanding music and performance. Over the last decade, the group has truly been at the forefront of the "K-Pop Renaissance," revolutionizing the K-pop market and significantly impacting the expansion of Korean content and the country's image.

BTS: Pioneers of the K-pop Renaissance

BTS celebrates their 10th anniversary on June 13. Debuted as a "Hip-Hop Idol" on June 13, 2013, BTS quickly ascended to the pinnacle of global K-pop with consecutive hits such as "I NEED U," "Fire," "Blood Sweat & Tears," and "Spring Day." The living legends of Korean pop culture have consistently made history, starting with becoming the first K-pop act to top the Billboard 200 album chart in 2018.

Their influence is evident in numbers. According to data commissioned by Edaily from the Korea Music Content Association and BTS's agency HYBE, the total sales of albums released by BTS over the past decade was approximately 44.91 million as of May. The audience for their major tours also totals about 3.29 million. With album prices and average ticket prices calculated at 15,000 and 100,000 won respectively, BTS has nearly hit a trillion won in revenue from record sales (673.6 billion won) and tours (329 billion won).

From "Underdogs" to "21st Century Beatles"

BTS, who were initially referred to as "underdog idols" in 2013, have since made a legendary journey. Their success was built on their powerful hip-hop-based music, often involving their own lyrics and compositions, and their intense performances honed through 13 hours of daily practice. With achievements such as topping both the Billboard Hot 100 and Billboard 200, winning the American Music Awards, performing at Wembley Stadium, getting nominated for the Grammy Awards, and receiving the Order of Cultural Merit, BTS has set many firsts and records.

The K-pop Legends: Stellar as Soloists, Unstoppable as a Group

Although their group activities are currently on hiatus due to military service, their presence remains strong. Jin, Jimin, and Suga have each created "million-seller" solo albums with over a million sales, and Jimin has made history as the first K-pop solo artist to top the Hot 100 chart with a solo song.

In his joint address to the US Congress last April, Korean President Yoon Seok-yeol noted, "Even if you didn't know my name, you would have known BTS and Blackpink." This comment underscores BTS's monumental influence as a key player representing the "K Brand."

Even with the pause in their group activities, BTS continues to make waves not just in the culture sector, but also in the distribution and tourism industries. Their ongoing 10th-anniversary event, "BTS FESTA," and their forthcoming release of new group songs previously recorded, is attracting their global fanbase, the ARMY, to South Korea.

Cultural critic Kim Heon-sik emphasized, "BTS, rightfully dubbed as the 'global president of the youth,' has transcended merely making South Korea known to the world. Their influence has turned the country into a desirable destination, generating significant economic ripple effects. Their worth and impact as a team can't be overstated." He added, "This year's 'BTS FESTA' will not only reaffirm BTS's global influence amid the impossibility of full group activities, but it will also serve as a catalyst for the beginning of the second act."

Experts unanimously concur that for the sustained popularity and growth of K-pop, it's crucial that BTS, a symbolic entity, continues their group activities. In relation to this, HYBE's Chairman Bang Si-hyuk mentioned at a forum held last March, "We hope to resume full group activities around 2025 when all members have completed their military service. This is a consensus among the members."

Professor Seo Kyung-duk advised, "Artists need to receive love from their fellow citizens first; they can then ride this support onto the global stage. We should continue to show support and give strength to BTS, who have contributed to elevating our national dignity."

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