The return was eagerly awaited; it was a resounding success. Within the first few hours following its release, BTS’s new album, ARIRANG, sold nearly four million copies in a single day – exactly 3.98 million, according to local chart data from Hanteo Chart published on Friday, March 21st by the label Big Hit Music. A figure that surprised almost no one, as the fever surrounding the South Korean group had never really waned, even during the two years of absence due to mandatory military service.
Released on Friday, March 20th, ARIRANG is the boy band’s first studio album since 2020. Its title draws from a repertoire as old as Korea itself: a folk song filled with nostalgia and melancholy, evoking separation and exile, often considered the unofficial national anthem of the country. A choice that speaks volumes about the group’s desire to affirm a deeply rooted identity, just as they reconnect with a global audience. The fourteen tracks that make up the album blend rap with sharp rhythms, ambitious electronic productions, and unexpected sonic experiments.
A global phenomenon and astounding records
Formed in 2010, BTS was one of the very first K-pop groups to conquer America, peaking at the top of the Billboard 200 with global hits like Dynamite and Butter. At the height of their fame, the seven members were among the most streamed artists on Spotify, alongside Taylor Swift and Justin Bieber. An unprecedented feat for a non-English-speaking group.
In Seoul, March 21st was transformed into a national celebration. Banners reading “Welcome BTS & ARMY” adorned the streets, shops displayed the faces of the seven members, and shelves of stores were filled with merchandise. In the sky, a drone show depicted the singers’ silhouettes in glowing letters. From Paris to New York to London, queues stretched from the moment stores opened, and social media was flooded with enthusiastic reactions from the ARMY – the official name of the group’s global fan base.
A historic concert
The concert scheduled for Saturday evening at Gwanghwamun Square is expected to attract over 260,000 people. To ensure security, authorities have deployed around 6,700 police officers and 8,200 agents. Beyond Korean borders, millions of fans in some 190 countries will watch the event live on Netflix. Symbolically, the palace and its adjoining museum, closed for the day, give way to the spectacle.
One shadow came to darken the general euphoria: an ankle injury to RM, the group’s leader and main spokesperson. Big Hit Music announced on Friday that his participation on stage would be limited during the opening concert. It was news received with concern by fans, but without dampening the collective excitement. Because beyond the inaugural concert, a 82-date world tour is about to begin, with two stops in France highly anticipated as major events. For BTS, the curtain has just barely risen.
