Fans of K-pop group BTS travelled from around the world and even spent the night in bathhouses after hotels near central Seoul sold out ahead of the group’s comeback concert in late March.

Filipino fan Shekinah Yawra stayed at a 24-hour jjimjilbang after failing to secure accommodation, as thousands gathered in Gwanghwamun Square from early morning to watch BTS perform on large screens.

The seven-member group returned to the stage on March 21 after nearly four years away due to mandatory military service.

Although 22,000 free tickets were available, demand far exceeded supply, with hundreds of thousands estimated to have attended the event.

Many fans travelled internationally for the concert, while others followed the performance through a global livestream audience.

The comeback has been linked to a wider rise in South Korea’s cultural exports, often referred to as the Korean Wave or Hallyu, with BTS remaining one of its most prominent global acts.

Authorities supported the event as a cultural showcase, deploying large security and logistics teams, while public funds were used to assist the organisation’s efforts.

The concert also contributed to a spike in tourism, merchandise sales, and retail revenue in Seoul ahead of the event.

Industry data shows increased visitor arrivals and strong sales growth in BTS-related products during the concert period.

South Korea continues to expand its cultural influence globally through music, cosmetics, and food exports, with BTS playing a central role in its entertainment-driven economy.