The K-Pop superstars BTS landed for the 76th session of the United Nations General Assembly in New York with the red diplomatic passport, which was presented to them personally by South Korean President Moon Jae-in. This was the septet’s third appearance at the United Nations, and one that was undoubtedly looked forward to as the group took the podium to deliver a message of hope and strength to teenagers and young adults around the world.
The presence of a K-pop group on one of the largest stages in the world can be seen as the embodiment of soft power through cultural diplomacy, which is constantly promoted and promoted by the South Korean government. In 2019, South Korean President Moon Jae-in praised BTS ‘global success in spreading Korean culture around the world.
Bangtan Sonyeondan (BTS) with its seven members – Kim Namjoon, Kim Seokjin, Min Yoongi, Jung Hoseok, Park Jimin, Kim Taehyung, Jeon Jungkook – are one of the more successful manifestations of the Hallyu wave, or the Korean wave, which refers to the worldwide popularity of South Korea’s pop culture exports such as K-pop (Korean popular music), K-dramas, entertainment, and films.
While the Hallyu wave was initially limited to East Asia, the worldwide spread of the phenomena marks a new level of success for Korean culture. It has grown from a regional sensation to a global success, with social media and the internet playing a major role in its dissemination.
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The success of BTS is unparalleled for a K-pop group and serves as an example of South Korea’s soft power that has managed to cross cultural boundaries and also enabled the country to address global issues such as climate change, poverty and sustainable development .
This was the group’s third appearance at the United Nations, where they delivered a message of hope and addressed issues related to youth. (Photo: Twitter / @TheBlueHouseENG)
At the UNGA, the South Korean President Moon was accompanied by BTS as “Special Envoy of the President for Future Generations and Culture”. Not only did BTS make comments on climate change, the pandemic, vaccinations, and youth issues, they also performed their latest single, Permission to Dance.
“We are sometimes called the lost # COVID-19 Generation – but we are not the lost generation, we are the WELCOME generation. So let’s join hands together so that we can work together towards a better future. “
– @BTS_twt share their message of hope @MelissaFleming. pic.twitter.com/0py4Wf2UtY
– United Nations (@UN) September 21, 2021
“I hope we can fill each of our days with positive energy to the brim. We thought the world stopped, but it keeps moving. “
– @BTS_twt shared their message of hope for a better future for all. Join them and support them #GlobalGoals: https://t.co/hKdCXOxAbs pic.twitter.com/Cr8dRa2bCV
– United Nations (@UN) September 23, 2021
This was not the group’s first deployment on the global platform. Previously, in 2018, BTS was recognized as a global influencer and invited to speak at the opening ceremony at the UN headquarters in New York for Generation Unlimited, a global partnership of the United Nations Children’s Fund (UNICEF).
WHAT DOES THE SUCCESS OF BTS MEAN FOR K-POP, SOUTH KOREA?
First debuting in 2013, BTS were the first group since the Beatles to top the US charts with three albums in less than a year.
What BTS has achieved is not only a success for the group, but has also paved the way for South Korean and Asian artists. The group’s all-English single “Dynamite” broke multiple records over the past year, with the song topping the billboards, an achievement that has been out of reach for many as Western artists absolutely dominate the charts.
The band’s loyal fan base known as ARMY have come together to bring BTS to fame, and then world fame. The fan base of an estimated 90 million people has played a crucial role in the band’s meteoric rise to global success.
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The impact of BTS on the South Korean economy is also hard to ignore. According to the Hyundai Research Institute, the band will gross more than $ 3.6 billion annually to the South Korean economy. In addition to sales of music, concert tickets, and band items, this number also reflects the additional number of tourists visiting South Korea because of their interest in the group. From Korean food to tourist attractions to clothing and makeup brands, whatever the band is promoting hits instantly thanks to social media, and products sell out quickly.
The group performed in some of the most prestigious locations trying to highlight the country’s tourist potential) for Jimmy Fallon’s show.
BTS has played a huge role in popularizing Korean contemporary culture around the world. As a ripple effect, this has further opened the Korean language and culture to global consumption.
Bangtan Sonyeondan, with their chart top singles, a dedicated fan base and global presence, are not the first Korean acts to gain international recognition. We can’t ignore the group’s predecessors, or Psy, whose Gangnam style broke multiple records, but neither can it be denied that the success of BTS paved the way for other Korean artists to expand onto the world stage.
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