Gladness Gideon
In a wave of purple and excitement, thousands of devoted BTS fans gathered on Friday to mark the K-pop phenomenon’s 12th anniversary during the group’s annual FESTA celebration—held this year with renewed energy as the band’s return from military service signals an imminent comeback.
Held in the sprawling city of Goyang, just northwest of Seoul, the main event took place in a massive indoor venue—offering a reprieve from the intense heat that drew criticism at last year’s outdoor edition. Fans, many dressed in BTS’s symbolic purple and wielding light sticks, filled the venue while the city itself was transformed into a celebratory space, with designated photo spots and banners welcoming the global BTS fandom, ARMY.
“We warmly welcome ARMY fans from around the world,” said Mayor Lee Dong-hwan, affirming the city’s transformation into “an extended festival stage.”
The celebration comes at a pivotal moment for the seven-member group. Since their 2022 hiatus to fulfill South Korea’s mandatory military service, BTS has been absent from the performance scene. However, four members officially returned to civilian life this week, while SUGA—the final member completing alternative service—will be discharged next week.
The timing has intensified speculation about a full group reunion, especially as J-Hope is set to perform a concert nearby on the same day. Fans are hopeful that the newly discharged members will join him onstage for a surprise performance, further fueling anticipation of the group’s formal comeback.
Despite the festive atmosphere, the frenzy surrounding BTS’s return has not been without incident. Seoul police confirmed the brief detention of a Chinese woman for an alleged attempted break-in at Jungkook’s luxury apartment, occurring mere hours after his military discharge.
Meanwhile, the comeback has triggered more than just emotional excitement—it promises major financial gains for BTS’s agency, HYBE. Before enlistment, BTS reportedly contributed a staggering 95% of HYBE’s revenue. That number dipped below 20% during their hiatus. Analysts now forecast a dramatic rebound.
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Lee Ki-hoon, analyst at Hana Securities, noted: “HYBE recorded its first earnings decline during BTS’s military service period, but with the group’s full return, profits are expected to grow by around 150 percent over the next two years through 2026.”
IM Securities’ Hwang Ji-won added that HYBE’s operating profit is projected to surge 71% year-on-year to 462 billion won ($340 million) in 2026, largely driven by an expected large-scale global tour.
Adding to the optimism is speculation that China’s unofficial ban on Korean pop culture may be easing. Implemented in 2016 amid geopolitical tensions over the deployment of a U.S. missile defense system in South Korea, the soft embargo has stifled Korean entertainment exports. However, with newly elected South Korean President Lee Jae-myung signaling a pragmatic diplomatic approach, industry watchers are hopeful for renewed access to the Chinese market.
“Considering the scale of the tour that was cancelled in 2020 due to COVID-19 and the pent-up demand, BTS is expected to draw at least 3 million concertgoers globally,” said Hwang.
As fans around the world eagerly await what comes next, one thing is certain—BTS is back, and both their global fanbase and South Korea’s music industry are ready.