Bangtan Sonyeondan – Success of An Asian Boy Band: A Case Analysis

Abstract

In the 21st Century the world has experienced the K-Pop movement with the biggest boy band in the World BTS. This success could be attributed to the talent of the 7 members of the band, but is it much more? I believe this is a result of the influence of the ‘Hallyu wave’ i.e. the popularity of Korean Actors and Singers popularly known as ‘Idols’. Why is an Island in the East able to influence the faster paced Western world, with people around the world rapping to Korean lyrics, Hangul a Language not spoken by more than 75 Million People around the world? The reasons for such success could be attributed to a multitude of reasons and the author would like to focus on how a successful marketing scheme could help developing artists with talent to conquer the world. It is said that BTS bring in about 3.2 Billion Dollars in Revenue for South Korea annually, how is this possible? Sometimes, Humility goes a long way in reaching people’s hearts than arrogance, perhaps the western world was impressed by the Korean humility. Be it what may, the primary objective of this article is to delve into the reasons that led to this band’s juggernaut into the bill-board charts creating history for Asia and South-Korea.