During the 2026 Lunar New Year holiday, the hot topic across the nation’s festive tables was not the Olympics or news of former President Yoon Suk Yeol’s verdict, but rather the comeback of the group BTS.
With the seven members returning as a complete unit after military service, they drew attention from all generations, reaffirming BTS’s status as a truly “national icon.”
“BTS over the Olympics”…ARIRANG Comeback Captivates Lunar New Year Sentiment
The main topic at family gatherings during this Lunar New Year holiday was undoubtedly the new album ARIRANG set to release on March 20, and the concert at Gwanghwamun Square the following day. Political debates or major sports events, which were common topics during past holidays, took a back seat to BTS’s return. Especially notable was the complete group activity after nearly four years and the album title ARIRANG, which resonates with traditional Korean culture and appealed strongly even to middle-aged and older generations, serving as a bridge for communication across all ages.
Global anticipation for the BTS Comeback Live: ARIRANG concert on March 21 at Seoul’s Gwanghwamun Square is reaching a fever pitch. The show will feature a “King’s Road” performance that starts at Gyeongbokgung Palace, moves past the Gwanghwamun Gate, and continues to the north stage of Gwanghwamun Square, signaling a historic scale for the event.
Official attendance inside the designated area of Gwanghwamun Square is expected to be around 15,000 people. However, police and the Seoul Metropolitan Government are preparing for large crowds of fans who couldn’t get tickets to gather around the square. If all lanes of Sejong-daero are opened, it is projected that up to 230,000 people could gather as far as Daehanmun Gate of Deoksugung Palace, and up to 260,000 could reach all the way to Sungnyemun Gate, prompting unprecedented safety measures.
With news that the concert will be broadcast live via Netflix to about 190 countries worldwide, overseas fans have expressed excitement, saying they are thrilled to watch a performance live in Korea’s historic heart.
Regains No. 1 in Idol Brand Reputation…”The BTS Effect” Confirmed
The comeback fever has been proven by objective measures. According to the Korea Corporate Reputation Research Institute’s big data analysis of idol group brand reputation released on the 18th, BTS took first place, surpassing fierce younger groups. Their reputation score soared compared to the previous month, showing overwhelming public interest.
The institute explained, “In the February 2026 idol group brand reputation rankings, BTS scored highly in link analysis for keywords like ‘come back,’ ‘live broadcast,’ and ‘ticket reservation,’ while keyword analysis highlighted ‘Gwanghwamun,’ ‘Busan concert,’ and ‘world tour.’ Sentiment analysis showed a positive rate of 92.95%.”
An industry insider commented, “Their influence, which remained strong even during the hiatus, has exploded with the imminent comeback. Starting with the Gwanghwamun concert, we expect significant economic and cultural ripple effects across the entire K-culture sector.”