BTS Kicks Off Comeback Promotions in Seoul, Plans Global Campaigns

• BTS officially commenced the promotional activities of their 2026 comeback at a major Korean cultural venue.
• BigHit Music is seemingly replacing domestic broadcast-heavy promotions with global marketing.
• The album and tour are expected to boost BTS’ post-hiatus cultural and economic impact.

BTS began the first phase of promotions for their eagerly anticipated comeback this week in central Seoul, using a famous cultural monument to highlight the group's Korean roots as they prepare for a global rollout. BTS' agency, BigHit Music, decorated the main stairway at the Sejong Center for the Performing Arts near Gwanghwamun Square with the group's logo, name, and the album's release date of March 20, 2026. 

The Sejong Center, generally considered a symbol of Korea's artistic legacy, was chosen to represent BTS' "cultural roots." According to industry insiders, promoting at one of Seoul's most famous cultural venues reminds people of BTS as the iconic group that began in humble local venues and blossomed into an act influencing worldwide pop culture over the last decade.

BTS Launches Coordinated Global Landmark Campaign

This offline promotional activity in Seoul marks the beginning of a larger campaign. Industry reports like Chosun Biz cite the agency saying that the marketing initiatives will include major locations all over the world, such as New York, Tokyo, and London, signaling a synchronized international push ahead of their comeback.

Unlike traditional K-pop rollouts, which focus on domestic marketing in broadcast events and media circuits, this campaign prioritizes landmark branding in global centers, a tactic likely designed to represent BTS' status as both a Korean cultural export and a mainstream entertainment brand globally.

BTS 2026 Comeback Carries Major Cultural & Economic Stakes

BTS' return has sparked increased interest in both industry and fan circles, following their military hiatus, which was filled in by the members’ solo endeavors. The new 2026 album and tour are widely seen as key points not just for BTS' commercial trajectory, but also for reinforcing K-pop's global impact in an increasingly competitive industry.

According to a 2022 Korea Culture & Tourism Institute analysis, a BTS concert with high foreign attendees may produce up to ₩1.22 trillion (~ $895 million USD) in total economic ripple effect, including ticket sales, tourism, travel, and accommodation. As per a 2019 report from Korea JoongAng Daily, BTS-driven international travelers accounted for around 67% of the 280,000 foreign tourists that visited Korea during the 2018 PyeongChang Winter Olympics. Furthermore, according to a Channel News Asia story from July 2025, BTS produced roughly $4.65B in 2019 again, accounting for nearly 0.3% of South Korea's GDP. 

The impending release is set to have 14 tracks and will mark the seven-member group’s first complete album together in nearly four years. The agency has further stated that details of the BTS global tour schedule will be made available on the band's official Weverse platform on Jan 14, 2026. With pre-orders beginning in mid-January, the rollout supported by its Seoul and overseas campaign will test BTS' legacy power if it can translate into sustained mass impact post their hiatus period.