The K-pop industry and the Hallyu phenomenon (кσяєαn Wave) have grown vigorously, becoming one of the key pillars of South кσяєα’s cultural exports and national economy for many decades. The overall scale of the K-pop cultural industry—including content, tourism, food, and cosmetics αѕѕociated with K-pop—is estimated to have exceeded 200 trillion won (approximately USD 138.7 billion) by 2025.
Meanwhile, in the same year, South кσяєα’s total cultural exports (including K-pop, K-dramas, films, and digital content) nearly reached USD 38 billion, ranking among the country’s leading export sectors, second only to industries such as semiconductors, automobiles, and petroleum. According to the South кσяєαn government’s 2025 global survey, K-pop is the most commonly αѕѕociated image when foreigners think of South кσяєα (17.8%), surpαѕѕing cuisine, television dramas, and beauty.
K-pop serves as a crucial economic and cultural driver for South кσяєα. It generates tens of billions of dollars in cultural content exports annually, stimulates tourism and consumption of кσяєαn products, and significantly enhances the country’s national image on the global stage. This explains why the South кσяєαn government places great importance on K-pop, invests heavily in the industry as part of its national development strategy, and consistently emphasizes its value.
As part of the government’s strategy to promote the development of K-pop, on the 21st of this month, South кσяєαn Prime Minister Kim Min Seok visited HYBE’s headquarters in Yongsan, Seoul. During the visit, he toured several facilities within the building, including dance practice rooms, recording studios, and other creative spaces. Prime Minister Kim also met with members of ENHYPEN, shaking hands and taking selfies with them.
He also held a town hall–style meeting with company employees. Prime Minister Kim mentioned the “lightstick culture,” a symbol of K-pop fandom, and identified BTS—who are preparing for a comeback in March—as the primary force behind its global expansion. He noted, “While there may be various accounts of where the lightstick culture originated, BTS and the кσяєαn fandom are at the heart of its popularization and globalization.”
He added, “I was deeply impressed by how that culture transformed the entire space of Gwanghwamun into a single urban cultural stage. Visiting HYBE at the time of BTS’s return feels symbolic.” The Prime Minister also emphasized the connection between lightsticks and democracy. “The scenes of lightsticks being lit reminded me of our memories of martial law and the experience of rallies at Gwanghwamun,” he remarked.
Prime Minister Kim further recalled, "At the rallies in front of the National Assembly, many artists comforted the citizens, and lightsticks were glowing. As President Lee Jae-myung stepped down after his speech, he remarked, 'The lightsticks are so beautiful'."
Prime Minister Kim also expressed optimism about the impact of BTS’s full-group return this year. He stated, “Within the new momentum created by BTS’s comeback, K-pop will once again surprise the world". He added that the government will continue to act as a strong partner to the creative industries and provide comprehensive support to ensure that South кσяєα solidifies its position as a leading cultural nation.
Three days ago, South кσяєαn media widely reported that HYBE had submitted an application to the National Heritage Administration seeking permission to use and film at locations around Gwanghwamun Square, Gyeongbokgung Palace, and Sungnyemun Gate for BTS’s first performance stage following their three-year hiatus, scheduled for March 20. On the 20th, the National Heritage Administration was reported to have reviewed and conditionally approved HYBE’s application to hold a performance at Gwanghwamun Square.
This special BTS performance is estimated to attract approximately 20,000 attendees. Subsequently, on April 9, Seoul and the area surrounding Goyang Stadium are expected to welcome hundreds of thousands of fans for the opening shows of the BTS World Tour 2026–2027. In preparation for these major events, the Seoul Metropolitan Government has decided to conduct on-site inspections and crack down on excessive accommodation price hikes.
A Seoul city official stated today, “Starting next week, we will coordinate with district authorities to conduct joint on-site inspections of accommodation pricing.” This decision follows signs that the lodging market has become overheated amid news of BTS’s comeback performance in the Gwanghwamun area and the launch of their tour in Goyang.
Although January has not yet ended, anticipation for BTS’s return continues to grow rapidly and spread across the globe. Fans from around the world and international media alike are turning their attention to Seoul, underscoring the staggering global influence of K-pop superstars. As the Prime Minister stated, BTS’s return is shaking the world and generating powerful momentum for a K-pop industry that has recently been facing a downturn.
