Thousands of fans are descending on London to watch sold-out shows from South Korean K-pop group BTS, famous for their complex dances, storylines and lyrics that explore themes of mental health and trauma.
It is no accident that Korean entertainment is everywhere. From Squid Game and Parasite to KPop Demon Hunters, South Korea has become a cultural powerhouse. The economic impact of BTS is more than 5.5 trillion won (£3bn) annually and some estimates suggest it will be up to 0.35% of GDP for South Korea by 2040.
The seven-piece boy band are the personification of an intense, laser-focused PR and communications strategy where every touchpoint is designed around one thing: the fan experience.
Behind the music is a masterclass in branding, storytelling and audience engagement.
So what do South Korea and BTS get right about PR and what can financial services businesses learn from it?
Clear goals
“We want to bring a deep understanding of how to turn fans into active participants and co-creators, not just consumers.” Bang Si-hyuk (Chairman Bang), founder of BTS’ record label HYBE and industry heavyweight.
Bang Si-hyuk never set out to build just another boy band. He wanted to create a fandom and he chose K-pop to do it.
That distinction shaped every decision that followed.
“Instead of adhering to the traditional supplier-centric model, he championed a fan-centric approach where artists and labels prioritised [fans’ needs] above all else, revolutionising the entire value chain of the business.” says Weverse CEO Joon Choi
Rather than measuring success by album sales alone, success is measured by loyalty and participation.
The result is one of the most valuable fan communities in the world.
In business: Growth rarely happens by accident. Whether your goal is attracting intermediary partners, building consumer trust or becoming the recognised expert in your niche, PR works best when every activity supports a clearly defined destination.
Human connection
Many K-pop acts are highly manufactured, with every aspect of their image carefully controlled. That level of polish can sometimes raise questions about authenticity.
BTS took a different approach.
While their music and performances are meticulously planned and training is famously rigorous, they built their public image through informal social media content. Long before TikTok became a marketing staple, BTS were posting casual videos, sharing everyday moments and speaking directly to fans through YouTube, X and livestreams.
And then they launched Weverse, dubbed a superfan machine, where the band can reply directly to fans, provide entertainment and sell merch.
As Bang Si-hyuk explained: “I wanted to create a BTS that could become a close friend.”
The result was a brand that felt human despite operating on a global scale.
In business: Your brand is not just your logo or colour palette. It is how consistently people recognise your voice, your expertise and your values. In financial services, where trust is often the deciding factor, how you connect with your customers can become a competitive advantage.
Consistency
BTS returned this year following compulsory military service, but their audience never left.
Their fans, known as ARMY. Their loyalty did not happen because BTS appeared every few months to promote a new album. It was built through years of continuous conversation.
Behind-the-scenes videos. Practice sessions. Livestreams. Casual updates. Small moments that made fans feel involved in the journey rather than sold to.
For fans, it often feels less like following celebrities and more like keeping up with friends.
In business: Many firms only communicate when they have something to sell. The strongest brands stay visible between launches, product announcements and rate changes. Regular, useful communication keeps you front of mind when people are ready to act.
Storytelling
Most artists release songs.
BTS built an entire fictional universe. They wanted to create something bigger that would endure like Star Wars or Marvel.
Known as the BTS Universe, their music videos, books and online content tell an interconnected story covering themes such as friendship, mental health, loss and hope. The narrative is deliberately fragmented. Every release reveals another piece of the puzzle, encouraging fans to analyse every lyric, frame and hidden reference.
Theories spread across YouTube, Reddit and Weverse. Fans become detectives.
Every new release becomes an event because audiences are already invested in finding out what happens next.
In business: Facts tell people what you do. Stories help them remember why it matters. Whether you’re explaining the journey of a first-time buyer or the impact you’ve had on clients, narrative creates emotional engagement that product information alone rarely achieves.
Values matter
BTS’ partnership with UNICEF’s Love Myself campaign has raised millions to tackle violence against children and young people. They have addressed the United Nations on self-acceptance and youth empowerment.
ARMY has also become known for organising charity fundraising campaigns around the world. After BTS donated $1 million to the Black Lives Matter movement, fans matched the donation in just over 24 hours. Purpose became part of the brand rather than a one-off campaign.
In business: Values only resonate when they are demonstrated consistently. Supporting causes that genuinely align with your business can strengthen your reputation, provided the commitment extends beyond a press release.
BTS have become far more than entertainers.
They have helped position South Korea as one of the world’s leading cultural exporters, boosting tourism, consumer spending and international investment. Their influence has even shaped public policy. In 2020, South Korea amended its Military Service Act, allowing globally recognised K-pop artists to defer compulsory military service until the age of 30.
Few brands influence national policy.
Fewer still influence an entire country’s global reputation.
To grow your business, your reputation and have influence, you need a clear story, consistent delivery and a deep understanding of who your audience is, where they are and what they value.
Read our next blog on: Have reactive comments lost their value?