Seismic changes for BTS in 2022 have sparked feverish speculation among fans and K-pop watchers as to what the future holds for the group – will they maintain their fame or struggle to revive that success ?
Some male K-pop stars have struggled to restart their careers after military service in a cut-throat industry where artists can be easily replaced.
“For the K-pop industry, BTS’ retreat would be a big deal,” Lee Taek-gwang, a communications professor at Kyung Hee University, told AFP.
However, other experts have pointed to BTS’ massive success and stated that they would be an exception to that trend.
“He gained another level of popularity, influence and credibility,” said Lee Ji-young, a BTS expert and professor at Hankuk University of Foreign Studies.
Since their debut in 2013, BTS has been widely credited with doing more than any diplomat or other celebrity to boost the image and soft power of South Korea, which is today considered a global cultural superpower.
He has been invited to speak at the United Nations and meet US President Joe Biden at the White House. He is also the official ambassador for bringing the 2030 World Expo to Busan, South Korea.
The South Korean government has credited BTS with bringing billions of dollars into the economy.