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With BTS's ARMY set to besiege Busan for concerts, city tees up events to boost economy

Published: 15 Apr. 2026, 07:00

Boy band BTS performs at the Busan Asiad Main Stadium on Oct. 15, 2022. [BIGHIT MUSIC]

BUSAN — With ARMY, the BTS fandom, set to besiege Busan for the septet's concerts on June 12 and 13, the port city is looking to stimulate spending with extended stays in a bid to position itself as a destination to return to.

Seoul and Goyang in Gyeonggi, which previously hosted BTS performances, saw significant economic benefits from the so-called ARMY-nomics effect, referring to the spending by the fandom.

As part of the effort, a media facade displaying welcome videos at landmarks around the concert dates is under discussion with BTS’s agency, HYBE, according to Busan Metropolitan City on Tuesday.

Proposed locations include the media art wall at Busan Station, Gwangan Bridge and the digital billboard on the Grand Josun Busan hotel in Haeundae.

“We plan to create a festive atmosphere by making the most of Busan’s resources around the concert dates,” a Busan city official said. “We are still discussing with HYBE on what kind of content we should display.”

An image of Busan Asiad Main Stadium, where BTS's June concerts will be held [JOONGANG ILBO]

The celebratory mood is expected to intensify across the city, particularly as the concert dates coincide with the 13th anniversary of BTS's debut on June 13, with the agency planning several side events that ARMY can enjoy. The band debuted in 2013 with the single “2 Cool 4 Skool.”

The city also plans to set up promotional booths near the Busan Asiad Main Stadium, where the concert will be held, and at Busan Station to promote tourism programs, such as BTS-themed tour courses.

In Nam District, tour packages linked to a cafe run by Jimin’s father are also being developed. The cafe, ZM-illenial, is located in Daeyeon-dong, Nam District, in south-central Busan.

“We will introduce various travel courses tailored to different lengths of stay, including two-day and three-day itineraries, as well as nighttime tours, so that ARMY can fully experience the charms of Busan,” a city official said.

People take photos in front of a large mural of BTS members Jungkook and Jimin, both Busan-born, at Gamcheon Culture Village in Busan on March 19. [NEWS1]

From food to drone shows

As the only city in the region with a Michelin Guide, Busan is also preparing to host a culinary event in time for the BTS boost.

A drone show commemorates BTS’s Busan concert in 2022 [SUYEONG DISTRICT]

A food festival is set to take place at Port Village Busan, where visitors can enjoy food while enjoying the ocean view. The area held its first food festival last June, attracting around 100,000 visitors over five days.

Seo District, home to Ami-dong — which shares the same Korean pronunciation as ARMY — is considering setting up photo zones and pop-up stores under the slogan “ARMY comes to Ami.”

The neighborhood preserves the history of Busan as a wartime refuge during the 1950-53 Korean War, offering a unique landscape and atmosphere.

About a 10-minute walk away from the neighborhood is Gamcheon Culture Village, which features murals of Busan-born members Jimin and Jungkook and continues to attract foreign visitors.

Suyeong District plans to launch a drone show using 1,000 drones over the two concert days, recreating BTS performances and forming images of the members.

“Seoul used 2,500 drones during BTS concerts, but Busan plans to use 1,000 due to spatial limitations,” a Suyeong District official said. “We are considering ways to recreate performances by playing parts of BTS songs alongside the drone display.”

BTS fans take photos with ARMY Bomb light sticks in front of a banner of BTS member Suga at Busan Asiad Main Stadium on Oct. 13, 2022. [NEWS1]

K-culture programs

Other areas, including Haeundae and Gwangalli Beach, which are home to many hotels and other forms of accommodation, as well as Dongnae District, where the concert will be held, and Jung District, home to Jagalchi Market and Gukje Market, are also expected to see a tourism boost.

“We are preparing various events, including cultural promotion programs such as hanbok [traditional Korean dress] rental services for foreign visitors, along with discount events,” said a representative from Lotte Department Store Busan Main branch in Busanjin District.

The city estimates that more than 150,000 visitors will come to Busan, including around 100,000 concertgoers and tourists attending various related events over the two days.

Boy band BTS performs at the Busan Asiad Main Stadium on Oct. 15, 2022. [HYBE]

Experts say the city should proactively provide tourism information for ARMY while also using the concert as an opportunity to discuss building a large-scale performance venue.

“QR codes could be embedded in concert tickets so that fans can simply scan them to access information on tours, discounted restaurants and attractions at a glance,” said Oh Chang-ho, a professor of the Department of Tourism and Convention at Youngsan University.

“The BTS concert should serve as a catalyst to seriously consider building a large-scale venue where global stars can perform in Busan.”

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 LEE EUN-JI [[email protected]]