The billion dollar return of the K-pop kings

BTS is as much of a cultural phenomenon as they are a K-pop band, but after four years off, can they rekindle the magic that made them a music and economic juggernaut? In the years before they went on hiatus for military service, BTS helped propel K-pop to the forefront of international music charts, and they became global cultural ambassadors.

Their comeback concert in central Seoul was described by some in South Korea’s media as the “return of the kings”. An upcoming world tour is forecast to make more than a billion US dollars in revenue. But the smaller-than-anticipated crowd at their free performance in Seoul raised questions about whether a band of mostly 30-somethings can still dominate the fast-changing K-pop market.

Asia Specific Host Mariko Oi speaks to the BBC’s Music correspondent Mark Savage and Seoul correspondent Jake Kwon about whether South Korea’s greatest boy band can stay on top.

Asia Pacific, unpacked by those who know it best. Bringing you essential insights and conversations on the stories shaping the region - an economic powerhouse, geo-political flashpoint and the birthplace of global cultural trends.

Hear Asian perspectives on international issues and in-depth analysis on news from a region that’s home to nearly 2.5 billion people.

Whether it is the latest on trade between the US and China, the rise and fall of political dynasties in Thailand, Indonesia, and the Philippines, or South Korea’s K-pop inspired soft power strategy, we find out what key players are thinking and dive into the stories that matter.

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