THE CONTRIBUTION AND IMPACT OF THE PHENOMENAL K-POP BTS (BANGTAN SEONYEONDAN) TO SOUTH KOREA'S ECONOMY AND CULTURE

In this paper, the author will specifically analyze how K-Pop
group Bangtan Seonyeondan—or better known as BTS—as a
non-state actor had an impactful influence on the culture and
economy of its home country, South Korea, through cultural
diplomacy agenda. This research will discuss the means and
efforts of K-Pop act BTS has been doing to contribute to South
Korea’s economy and culture in the year of 2017-2020,
therefore the purpose of this research is to find out how they
conduct said attempts. BTS has created a snowball effect in
which they express their authenticity through music that
resonates to their listeners and doing an intensive promotion
through social media which enables them to reach people
outside South Korea. Thus, BTS can build such strong devoted
fan-base throughout the globe which allows them to attract
foreign visitors to come to Korea, to buy Korean-made goods
and products, and even learning Korean language. Through the
giant platform they currently have, BTS also promote South
Korean culture to the international stage. This research is
carried out with a qualitative analysis using data collection and
information gathering throughout extensive reviewing of
relevant sources.