After completing their military service, BTS is approaching closer than ever to the most anticipated comeback in spring 2026. This is not merely a reunion of the full seven-member lineup after approximately three years of absence due to military service, but also a milestone for BTS to redefine their own identity — a fusion of the collective strength honed over more than a decade and the individual colors that the members have explored during their solo activities.
Moreover, before pausing group activities, BTS had already amαѕѕed an extensive and highly acclaimed music catalog, unprecedented awards and records, and a global influence, making their comeback highly anticipated to continue this chain of success. Even though no official plans have been announced yet, experts and major media outlets believe that 2026 will be a breakthrough year for BTS.
Billboard estimates that their new album and world tour could generate over $1 billion in revenue from concerts, album sales, merchandise, and streaming. Analysts predict that BTS’ comeback tour will include around 65 shows, each with about 60,000 fans, potentially earning $664 million from ticket sales alone. Merchandise sales, both at concerts and online, could reach $352.7 million, while a new album might sell 4 million copies worth $80 million. Streaming from new releases could add about $33 million, bringing the total to roughly $1.05 billion in consumer spending.
As the CEO of Big Hit Music and someone who has accompanied BTS for nearly 10 years, CEO Seon Jeong Shin keenly senses the public’s expectations for this comeback of the K-pop superstars. She shared in her interview with Music Business World that: “The unprecedented anticipation for BTS coming back as a full group is soмєтнing we’re deeply aware of. We see it as a positive sign that their music and stories continue to resonate powerfully with fans around the world.”
On the other hand, the vision of a leader also allows Seon to perceive the opportunities and challenges placed on the artists’ shoulders amid rising public expectations. The CEO of Big Hit points out that the biggest challenge BTS faces is how to ensure the group’s music continues to maintain authenticity and meaningful value — soмєтнing they have pursued for over a decade.
Specifically, Seon shared: “The biggest challenge is ensuring that, as always, BTS’ music carries the authenticity and meaning that transcend time and generations. BTS are not just global stars; they are 21st century pop icons who have shared their experiences and emotions through music, creating empathy that bridges cultures and generations.
The key lies in how sincerely their next chapter is conveyed as they come together once again to complete their shared narrative. This moment also represents a tremendous opportunity — a chance for BTS to musically reconnect with their fans while building on the legacy they’ve created.”
In this context, the CEO of Big Hit Music also made clear her and the company’s commitment to fully support their artists. Seon added: “At BIGHIT MUSIC, we’re dedicated to supporting this process carefully, ensuring that every step forward is both creatively fulfilling and emotionally genuine for the artists.”
Meanwhile, when asked about Big Hit Music’s strategy to “balance supporting individual artist development while maintaining the group’s identity and preparing for 2026 comeback?”, CEO Seon Jeong Shin expressed that: “I see BTS’ solo projects as an important part of their ongoing artistic journey — a process through which each member explores their own colors and messages.”
She evaluated that: “To me, their individual paths are a natural extension of the group’s broader story. Each member is pursuing different genres and creative directions, but at the heart of it all is the same unwavering desire: to express themselves through music and to share new messages with ARMY. This shared foundation is what sustains BTS’ identity and allows every solo endeavor to enrich the group’s collective narrative.”
She also mentioned: “At BIGHIT MUSIC, we fully respect each artist’s creative process and experimentation, while ensuring that the experiences and energy they gain along the way eventually channel back and come together under the name BTS. Ultimately, it’s not about the timing — it’s about the moment when all seven members feel ready to reunite naturally and authentically.”
Through this interview, Seon has earned strong public support for demonstrating profound and insightful leadership. Her comments not only focus on BTS’ commercial success or global fame but also emphasize the role of music as a medium for emotional connection between artists and fans.
Seon’s perspective on managing BTS’ activities also reflects a modern approach to artistic management, where artists are empowered to develop individually while remaining aligned with the group’s vision and legacy. It also demonstrates her respect for art, for the artists, and her strong sense of responsibility as a manager.
