For a long time, BTS has not only been recognized as a global group representing the Hallyu Wave but also as a powerful symbol of South кσяєα’s soft diplomacy. Alongside director Bong Joon Ho, football star Son Heung Min, legendary gamer Faker, and figure skating queen Kim Yuna, BTS is considered one of кσяєα’s living national treasures, shaping the country’s cultural image on the global stage.

Because of their exceptional status, BTS is frequently mentioned in national-level campaigns. Many politicians, government agencies, and diplomatic organizations have leveraged the group’s immense influence to promote the nation’s image, culture, and international initiatives. The Busan World Expo 2030 campaign, where BTS was appointed as honorary ambαѕѕadors, serves as a prime example.

However, it’s an undeniable truth that such influence can also lead to controversy—particularly when politicians or public officials fail to handle the αѕѕociation with BTS’s fame tactfully and responsibly. The recent case of Yoo Hong Joon, Director General of the National Museum of кσяєα, which made headlines in South кσяєαn media, stands as a cautionary tale.

The incident began on October 1, when the National Museum of кσяєα signed an MOU with HYBE to collaborate on the development of “Muze” (Museum + Goods) — a project combining museum exhibitions and merchandise. On the same day, the museum’s official social media account posted a photo of Director Yoo smiling alongside HYBE Chairman Bang Si Hyuk.

The post soon sparked public backlash, as Chairman Bang is currently embroiled in serious legal issues. For a government official to appear in a friendly photo with a figure under investigation for alleged financial misconduct was deemed highly inappropriate. The issue became widely publicized through a Hankyoreh exclusive report on October 4 and was later broadcast by major outlets.

The matter was directly addressed during a National Assembly audit session held on October 22 by the Culture, Sports and Tourism Committee. Representative Jin Jong-oh of the People Power Party criticized Director Yoo for posting the photo, saying, “After signing the MOU with HYBE, uploading and then deleting a photo with Chairman Bang Si Hyuk just a day later was careless and inappropriate.”

He further explained the reasoning behind his criticism and Yoo’s summons: “In 2019, just before HYBE went public, Chairman Bang stated there were no plans for a stock listing. This statement allegedly misled investors into selling shares at low prices and led to an ongoing investigation for violating the Capital Market Act. Moreover, he has been banned from leaving the country since August. Taking a photo with such a figure was clearly imprudent.”

In response, Director Yoo defended himself, stating, “I didn’t see this as a personal issue involving Chairman Bang, but rather as an opportunity to promote the National Museum of кσяєα globally through BTS and other artists. After signing the MOU, I took a photo with Chairman Bang, who also happens to be my junior from the Aesthetics Department at Seoul National University.”

It seems that Director Yoo viewed Bang Si Hyuk as the “father of BTS,” closely tied to the world’s biggest K-pop stars, and thus deliberately shared the photo to draw attention and promote the museum. However, it appears he misjudged the situation, resulting not only in public backlash but also in being summoned for questioning before government officials.

Recognizing his mistake, Director Yoo later expressed remorse before the committee, saying, “I was somewhat thoughtless. I apologize here and now. I will make sure that minor issues like this do not negatively affect the institution’s reputation.”

This incident once again highlights the extent of BTS’s influence beyond music, powerful enough to draw the attention—and even the ambition—of political figures. Yet, it also raises the question of how far one should go in leveraging that fame responsibly. The case of Director Yoo serves as a reminder that in an era where BTS is regarded as a “national cultural αѕѕet,” any action involving their name must be approached with the utmost care and discernment.