"Please Add More Concerts": Even a Letter from the Mexican President... 'BTSnomics' Crosses Borders

Busan Travel Searches Surge by 2,375%
Foreign Media: "BTS Is a Strategic Asset"

The return of BTS is shaking not only the global economy but also the diplomatic landscape. In an unusual move, the President of Mexico sent a "love call" to President Lee Jaemyung, requesting additional concert dates. The surge in accommodation and tourism demand at tour destinations demonstrates BTS's status as a "strategic national asset," transcending the realm of simple pop music performances.

On the 22nd, Japanese tourists were taking commemorative photos in front of promotional materials announcing the comeback of the group BTS, returning as a 'complete group' for the first time in 3 years and 9 months, on the stairs of Sejong Center for the Performing Arts in Jongno-gu, Seoul. Photo by Yonhap News

On January 26 (local time), President Claudia Sheinbaum of Mexico announced during a regular press conference that she had sent a letter to President Lee, requesting additional BTS concert dates in Mexico as part of the group’s world tour schedule.

President Sheinbaum stated, "The globally popular K-pop artists BTS are scheduled to perform in Mexico in May, but I have heard that numerous young people were unable to secure tickets," adding, "About one million young people want to buy tickets, but currently, only 150,000 tickets are available."

According to global accommodation platform Hotels.com, in the 48 hours following the announcement of BTS's tour plans on January 14, the number of searches for travel to Seoul from overseas increased by 155% compared to the previous week. Busan, where a concert is scheduled for June, saw a staggering 2,375% increase in searches.

French daily Le Figaro also reported, based on data provided by Hotels.com, that searches for accommodation in Paris surged by 590% after the BTS concert dates were announced, calling it "an astonishing example of music tourism." Searches for accommodation in the UK also increased by 145%.

Claudia Sheinbaum, President of Mexico. Yonhap News Agency

U.S. business magazine Quartz noted, "BTS is not just a popular musical act, but is recognized as a strategic asset that has a tangible impact on the national economy and exerts diplomatic influence," adding, "BTS has transformed Korea’s image from a 'cultural niche' to a 'trendsetting magnet that attracts people from around the world.'"

India’s economic daily The Economic Times reported, "Industry estimates suggest that BTS’s reunion activities could generate more than $1 billion (about 1.45 trillion won) in revenue."

The UK daily The Guardian stated, "Each city is expected to see increased demand for tourism, accommodation, and overall consumption," while financial services company Bread Financial analyzed that "each concert ticket generates more than triple the average economic impact in the local economy."

This phenomenon is being referred to as "BTSnomics," following the coining of "Swiftonomics" in reference to the economic impact of Taylor Swift’s world tour. While Swiftonomics describes the temporary surge in demand for services in regions hosting concerts, BTSnomics goes further, illustrating an expansion of national brand value and diplomatic influence.