Their multilingual music (Korean, English and Japanese), and fusion of pop, rap and hip-hop, attracted fans across the world. The profile was such they met with former US president Joe Biden in 2022 to discuss anti-Asian hate crimes.
Senior lecturer in media and music at Macquarie University, Dr Sarah Keith, says BTS have set the bar for global success in K-pop.
“The group’s success, particularly in the US, has shown that K-pop is … part of the global music industries,” she says. “Instead of K-pop seeking Western markets for growth, we’re now seeing a shift – Western music and media conglomerates now see K-pop as a growth vector.”
Why did BTS go solo?
Under South Korean law, most able-bodied men must perform 18 to 21 months of military duties – including BTS. In December 2023, RM and V began their service, followed by the remaining five members.
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However, during their nine-year anniversary celebration in 2022, the group had posted a video revealing their desire to pursue solo projects.
“We’re each going to take some time to have fun and experience a lot of things,” Jungkook said. “We promise we will return someday even more mature than we are now.”
What have they done since?
In just over a year, Jimin released two solo albums, Face and Muse, and featured on Taeyang’s R&B track, Vibe. J-Hope released the album, Jack in the Box, and collaborated with Pharrell Williams on LV Bag. He also embarked on the Hope on the Stage tour this year. However, Suga was the first to embark on a solo world tour as himself and also his alter ego, Agust D, in 2023.
In 2024, RM featured on Megan Thee Stallion’s track, Neva Play. He also released two solo albums, Indigo and Right Place, Wrong Person, and was named one of 35 innovators in the art scene by Artnet in 2022.
Meanwhile, Jungkook performed at the FIFA Soccer World Cup’s opening ceremony in November 2022, and released his album, Golden, in 2023. He also featured on Charlie Puth’s song, Left and Right.
Jin interviewed Tom Cruise ahead of the release of Mission: Impossible – The Final Reckoning, and also represented South Korea as a torchbearer at the Olympic Games in Paris. He will begin his solo tour later this month.
Finally, V dropped his solo album, Layover, while also starring in an array of television shows like Jinny’s Kitchen and featuring on the cover of Vogue Korea in 2022.
Why is their reunion a big deal?
BTS were the K-pop powerhouse from the late 2010s to early 2020s and no other contender has eclipsed them, Keith says. Groups like NewJeans and Stray Kids rose to the occasion, but BTS ARMY members remained fiercely loyal to the group throughout their military service.
BTS set the bar for K-pop global success, having performed at major events like the Grammys in 2022.Credit: AP
A full-group comeback also alleviates concerns that BTS might end up like Big Bang and One Direction, both of which went on hiatus but never reunited.
“The group has managed to remain relatively coherent and scandal-free, which is quite an achievement considering there are seven original members still in the group,” Keith says. “This is highly unusual statistically – groups like Super Junior technically reformed post-service, but there have been many membership changes.”
It’s also welcome news for HYBE. “HYBE’s rise to No.1 K-pop entertainment agency, and a publicly traded company, was built on BTS’ success,” Keith says. “When the group went on hiatus, its stock dropped by over 20 per cent. Now that the group is coming back, the company’s stock has risen significantly.”
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But researcher in Korean studies at the University of Melbourne, Dr Adam Zulawnik, notes some K-pop fans may have “graduated” from BTS, moving onto newer acts or more niche music styles like Korean R&B.
“I often quip that BTS has to some extent become the fast-food of K-Pop. They’re always there and certainly enjoyable, but perhaps not the go-to for everyone,” he says.
“Having said this, comebacks are always exciting … Personally, considering the various challenges faced by individuals doing military service in South Korea, I predict a single with themes centred around resilience and rebirth.”
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