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With Suga’s upcoming discharge on June 21, all seven members of Korean pop superstars BTS will have completed their mandatory military service, clearing the way for a long-awaited comeback.
Heeyon Kim
Assistant Professor of Strategy at the School of Hotel Administration, management and organization area faculty member in the Cornell SC Johnson College of Business
Heeyon Kim, an assistant professor of strategy at Cornell University who focuses on creative industries, says BTS’s return could deliver a much-needed economic boost to the K-pop industry, which has started showing signs of a slowdown.
Kim says:
“The group is returning to a changed industry landscape—shaped by post-pandemic shifts in fan engagement and the rise of new acts.
“Military comebacks are notoriously difficult, with few groups managing to achieve pre-service levels of success—and only a handful, like Day6 and SHINee, saw a rise in sales and popularity post-service.
“BTS, however, operates on a different global scale. With their loyal fandom and unparalleled cultural legacy, BTS may redefine what a K-pop return can look like.
“With over 5 million fans attending past tours and billions in global economic impact, BTS’s comeback could reinvigorate the K-pop industry, which has seen slower momentum and a pivot toward girl groups during their absence.”
