When BTS announced the release of a new album and their first full-group tour in three years through Weverse Live on the night of July 1, ARMYs all over the world responded very positively. When the news of BTS's comeback was announced on July 1, "BTS IS BACK" quickly became a global trend on social media.
The phrase "FATHERS ARE COMING BACK" also trended among fans, and the news of their comeback became a hot topic all over the world. Major foreign media outlets such as CNN, LA Times, Forbes, AP, Reuters, Hollywood Reporter, Rolling Stone, and Variety all reported on BTS's comeback in 2026 without fail, once again confirming the influence of superstars.
Domestic experts emphasized the significance of BTS's comeback, saying, "They are saving the кσяєαn music industry," which has been in a state of stagnant album sales and not many outstanding achievements. Experts also honestly expressed their feelings: "We are recovering, it was a difficult three years," referring to the difficult situation in many aspects during the period when BTS, the "national treasure," was on hiatus.
One of the most obvious signs of "recovery" following BTS's recent comeback is that the number of visitors to the кσяєα National Museum has reached a 20-year high.
The National Museum of кσяєα announced on the 2nd that the number of visitors in the first half of this year was 2,708,892. This is an increase of 64.2% compared to the same period last year (1,649,514). The museum explained, "This is the highest number in 20 years since the relocation to Yongsan in 2005."
Not only that, the increase in foreign visitors is remarkable. The number of foreign visitors this year was 97,985, surpαѕѕing the previous record set in the first half of last year (94,951).
A museum official explained, "The number of foreign visitors, which had decreased significantly due to ¢σνι∂-19, has been increasing steadily since 2023" and "This is a result of the popularity of global Hallyu content expanding to traditional culture." Among them, BTS's reunion in June is a key factor!.
The museum also said that the number of overseas fans has increased since RM posted a photo of himself visiting the special exhibition "Art of Early Joseon: Masterpieces from the 15th & 16th Century", on June 15 on his 47-million-follower Instagram.
Not only has there been a record number of visitors, sales of cultural goods have also increased. According to the National Museum of кσяєα, sales of cultural goods for the museum “Mews” (museum + goods) in the first half of this year reached about 11.5 billion won. This is an increase of about 34% compared to the same period last year. Much of it, of course, is also due to the effect of BTS's comeback.
Professor Lee Eun Hee (Inha University, majoring in Consumer Science) predicted this effect when she saw Yongsan (HYBE's headquarters area) become bustling again when BTS was discharged from the military in June.
She said: “BTS is a group with a global fandom that not only loves their performances but also cares about their lives and creative process. The fact that international fans visit HYBE headquarters is also a reflection of the desire to experience the spaces where their idols work. If BTS’s reunion becomes a reality, it will significantly boost international tourism and domestic consumption, making a positive contribution to the economy. If accompanied by creative content, the economic impact will be even greater.”
It can be affirmed that BTS's reunion is not only the return of superstars but also the rebirth of the industry, boosting the economy!
