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Seoul's businesses try to grab a piece of the 'BTSnomics' pie with themed products, promotions

Published: 20 Mar. 2026, 12:29

Advertisements for purple ice creams are seen in front of a Paul Bassett cafe in D-Tower, Gwanghwamun in central Seoul on March 19. [NOH YU-RIM]

BTS’s comeback is not just a performance — it’s an economic event that could churn out $177 million in sales impact, and businesses are cashing in as purple fever grips the city ahead of the boy band’s Saturday show in Gwanghwamun Square.

Gwanghwamun and Myeongdong are already seeing an influx of visitors, as anticipation builds not just for the concert but for the broader economic ripple effect often dubbed “BTSnomics.”

From global chains to small shops, businesses are rolling out BTS-themed promotions to capture demand.

At a Paul Bassett cafe in D-Tower, Gwanghwamun, a purple lavender ice cream — tied to BTS’s signature color — has been introduced to attract fans. Starbucks and Holly's Coffee have also launched purple-themed drinks and decorated stores to draw global ARMY visitors.

Convenience stores are also joining in. A 7-Eleven branch near Gwanghwamun Square installed BTS banners and placed character merchandise at the entrance, while a nearby CU store boosted key inventory by up to 100 times.

“I came in because I saw the BTS slogan,” said Tina, a 32-year-old American tourist. “I bought a lot of snacks like yogurt and banana milk.”

A 7-Eleven convenience store is draped in a banner welcoming ARMY, boy band BTS's fans, ahead of the band's comeback concert in Gwanghwamun Square, on March 19. [NOH YU-RIM]

Offline retail is already seeing a measurable spike in sales. A pub near Gwanghwamun Square set up a BTS photo zone, installed large screens and hired additional English speaking staff, while a Myeongdong merchandise shop said customer numbers had tripled.

Even with a day to go until the concert, the industry is already feeling the boom. At Lotte Department Store’s main branch in Myeongdong, foreign customer sales rose 140 percent on year in the past week, from March 11 to Wednesday, and more than 75 percent from the previous week.

Lotte Department Store plans to light up its main store and Avenue L building in purple from Thursday to Sunday, while Shinsegae is operating a BTS-themed pop-up store in Myeongdong through April 12.

Convenience store sales are also surging on the back of tourist demand. Foreign sales at 7-Eleven stores in the Gwanghwamun area jumped about 89 percent on year between March 11 and Tuesday, according to Korea Seven.

A fan's mobile phone next to a purple ice cream product from a cafe is seen at a cafe near Gwanghwamun Square in central Seoul on March 19. [NOH YU-RIM]

GS Retail’s sales at around 100 major stores in Myeongdong and Gwanghwamun rose 147.8 percent between March 12 and Wednesday, compared to a year earlier, according to the company.

“Recently, along with traditional favorites like banana milk and packaged eggs, trending domestic products like Dubai-style chewy cookies are also gaining popularity,” said Kim Sung-jun, head of brand marketing at GS Retail. “Celebrity intellectual property products, such as the IGIN liquor line created in collaboration with BTS member Jin, are also major items driving sales growth.”

Online demand is mirroring the offline boom, with ticket and merchandise prices soaring.

The New York Times reported that fans are flocking to Seoul’s PC bangs (internet cafes) to secure tickets, while official light sticks retailing at 49,000 won ($33) are being resold for up to six times that price.

The scale of the economic impact is drawing comparisons to Taylor Swift’s “Swiftonomics.”

Merchandise in the color purple, boy band BTS's signature color, is displayed at a Starbucks branch near Gwanghwamun Square on March 19. [NOH YU-RIM]

Bloomberg estimated the performance on Saturday alone could generate about $177 million in economic impact, including spending on travel, accommodation, food and merchandise.

Per-show impact could exceed Swift’s U.S. average of $50 million to $70 million, according to Bloomberg. Ticket and merchandise sales from confirmed concerts alone could surpass $800 million.

Research firm Stanning Value Research estimated that BTS’s world tour — spanning 82 cities across five continents — could attract more than 4 million attendees, with around 50,000 per show.

If additional concerts are added, Bloomberg suggested BTS could rival the record set by Swift’s 2023-2024 “Eras Tour,” which generated $2.2 billion across 149 shows.

“BTS brings enormous economic benefits to every city they perform in,” said CedarBough Saeji, a professor of Korean and East Asian studies at Pusan National University. “Just like Swift, BTS can motivate fans to travel thousands of kilometers to see their concerts.”

This article was originally written in Korean and translated by a bilingual reporter with the help of generative AI tools. It was then edited by a native English-speaking editor. All AI-assisted translations are reviewed and refined by our newsroom.
BY NOH YU-RIM, PARK YU-MI [[email protected]]