"BTS is, to date, the most successful manifestation of the Hallyu phenomenon of Korean pop cultural exports," asserts Dr. Wantanee Suntikul of the Hong Kong Polytechnic University. The seven-member band, which debuted on June 13, 2013, is tagged as the most successful K-pop group. This tag is due to their worldwide popularity and many accomplishments. The group members are:

JIN

SUGA

J-HOPE

RM

JIMIN

V

JUNGKOOK

Influences from Around the World

Artists from South Korea and other countries have inspired the BTS members. They have cited Korean artists such as EPIK HIGH, Rain, Tiger JK, and Big Bang, among others, as musical influences. Their Western music influences range from rappers such as NAS, J. Cole, Kris Kross, and Eminem to singers such as Michael Jackson, Beyonce, Charlie Puth, and more. The group's exposure to hip-hop has shaped their music, incorporating elements of these genres to create their unique style.

Like their music, BTS' choreography is dynamic and combines various dance styles to create visually captivating performances. An example is the choreography for their 2018 hit song "IDOL". Its choreography combines the South African dance Gwara-Gwara, Shaku Shaku from Nigeria, and the Afro-Brazilian Maracatu dance. "Boy With Luv" also featured a shoulder shrug dance, which is popular in Desi culture. The Norwegian-Pakistani dance crew The Quick Style, who choreographed the song, included it because they incorporated aspects of their culture into the choreography. The group, which takes pride in its Korean heritage, has consistently added elements of Korean dance to their choreographies. In "Blood, Sweat, & Tears”, the choreography featured a right-left-up-down movement on each beat, similar to the Korean traditional dance, sabangchigi.

Uniting Cultures through music and representation

BTS' influences are not limited to genres and dances but also the themes they tackle in their music. The members' global appeal stems from their reflection on experiences and emotions relatable to people across different cultures. Their music touches on universal themes like self-love, dreams, and social issues that resonate with many young people. Primarily, the group's name, Bangtan Sonyeondan, which translates to "Bulletproof Boy Scouts," is proof of their role as spokespeople for issues affecting youth.

A significant element of their discography and artistic evolution is the "Love Yourself" trilogy: Love Yourself 承: Her, Love Yourself 轉: Tear, and Love Yourself 結: Answer. While previous songs explored youth and social criticism, the album series was the group's attempt to solve the youth's problems. Released in 2017, the first installment, Love Yourself 承: Her, captured the expression of the anxiety of love. When asked to describe the message for the second part, Love Yourself 轉: Tear, leader RM said, "If you're in love and you're not true to yourself, the love won't last." The final album of the Love Yourself series, Love Yourself 結: Answer, has one message: "Loving oneself is where true love begins."

Not only did BTS preach the message of self-love through their music but translated it into practical action. In 2017, they teamed up with the Korean committee of the United Nations International Children's Emergency Fund (UNICEF) for the "Love Myself" campaign. The campaign sought to end violence against children and young people while promoting the importance of self-love. As of 2021, BTS had raised $3.6 million for the campaign. Aside from the Love Yourself album series and Love Myself, BTS incorporated sign language in their "Permission to Dance" choreography. Using the signs for words such as "enjoy," "dance," and "peace" represented the group's commitment to inclusivity.

Uniting Nations Through Melodies

BTS has embarked on a journey of cultural exchange, merging musical styles and creating harmonious fusions that transcend boundaries. From pop and rap icons to renowned producers, BTS has collaborated with many non-Korean music stars, creating a bridge between different cultures and allowing fans worldwide to connect through music.

From their 2014 collaboration with Vietnamese-Australian singer Thanh Bui to that with Western artists such as Nicki Minaj, Halsey, The Chainsmokers, Sia, and more, BTS has ventured beyond their musical realm, fearlessly embracing different genres. BTS' collaborations have also played a significant role in breaking language barriers and fostering cross-cultural appreciation. By teaming up with renowned artists like Lauv, Zara Larsson, and Charli XCX, BTS has showcased their versatility and willingness to explore new sounds and languages. Songs like "Make It Right" featuring Lauv and "A Brand New Day" with Zara Larsson blend English and Korean lyrics.

As solo artists, the members have worked with various international stars. j-hope's collaboration with Becky G on "Chicken Noodle Soup" became a global phenomenon, infusing Korean and Spanish lyrics into a catchy hip-hop track. The youngest member, Jungkook, also tapped into Arabic culture with his 2022 single, "Dreamers", which was part of the soundtrack for the 2022 FIFA World Cup held in Qatar. BTS's collaborations go beyond simply blending musical styles; they also display deep respect and appreciation for different cultures.

South Korea's National Treasure

BTS has significantly promoted tourism in Korea through their music, performances, and cultural representation. They filmed music videos in picturesque locations, showcasing Korea's stunning landscapes and enticing visitors. By incorporating traditional Korean elements into their music and performances, BTS has sparked curiosity about Korean culture, attracting fans globally who seek to experience it firsthand. In an interview with BBC Radio 5 Live, YouTuber Korean Billy revealed that people in the United Kingdom had become interested in Korean culture. Similarly, they had started infusing Korean words into their lingua franca. Also, enrollment in Korean language classes rose significantly in 2017.

Photo courtesy of BTS's Social Media

According to the Hyundai Research Institute, about seven percent of South Korea's foreign visitors came to the Asian country because of the septet. Many fans have admitted to visiting Korea thanks to their love for the group. "10 years ago, when BTS debuted, it was the day I left Korea and swore to never go back(the worst culture shock ever)," a fan wrote on Twitter. "Fast forward 2.5 years, and I gathered the courage thanks to BTS and gave Korea another try."

Aside from their tours, which have equally brought in visitors, the group was appointed endorsement ambassadors for Seoul. The septet has appeared in official tourism videos by the Seoul Metropolitan Government as the "Face of Seoul." As a group with fans in many parts of the world, BTS has had a profound impact on fostering cultural exchange and understanding.

BTS is a testament to music’s ability to bring people together. With a solid fanbase in nearly every country, their influence has gone beyond music and into cultural diplomacy.