BTS Turns Central Seoul Into a Demand Pressure Point

• BTS' March 21 Gwanghwamun concert has resulted in dramatic hotel price increases and sell-outs around central Seoul.
• Inbound travel demand is increasing as aircraft bookings and BTS-related shop activities ramp up ahead of the event.
• The concert which will be broadcasted on Netflix depicts how BTS' return is being used to transform cultural reach into tangible tourist flows.

The "BTS effect" has been showcasing its impact in South Korea already, as the group’s comeback free concert at Gwanghwamun Square on March 21 is driving spikes in the travel, hospitality, and retail sectors of the country. Tied to the Gwanghwamun Square event, Myeong-dong and Insa-dong, two neighboring areas in central Seoul, are seeing rapid bookouts and price increases, as revealed by hotel industry data and various travel services. Reportedly, these locations are accessible by foot from the performance area where BTS is going to perform.

Central Seoul Sees Huge Lodging Price Hikes Amidst Rise in South Korea Trips for BTS

The surge in demand for BTS’ upcoming massive event has triggered a dramatic price spike across central Seoul, with nightly rates in some areas more than doubling since late January. The Korea Herald reported that budget lodgings and motels near Anguk Station have seen their fees triple to approximately 499,000 won (~$345), while mid-range three-star hotels in Jongno have climbed from an average of 306,000 won to nearly 649,000 won.

Luxury accommodations are experiencing even steeper increases. For instance, hotels like Four Seasons Seoul, the Westin Josun Seoul, Shilla Stay Gwanghwamun, Lotte Hotel Seoul, and The Plaza Seoul have reported full occupancy for the night of March 21 by late January. Reportedly, The Plaza Seoul had an 85% occupancy for the same period last year in 2025. Also, standard rooms at Shilla Stay Gwanghwamun are commanding up to 627,000 won, depicting a 72% jump over typical weekend rates.

Additionally, Asia Business Daily and Seoul Economic Daily both observed that a few other four and five-star establishments have listed rooms in the range of 800,000 to 1,500,000 won. These unprecedented hikes, fueled by a 450% year-over-year surge in reservations, have led local authorities to launch targeted inspections to curb unfair price gouging during the event window.

Not only this but BTS’ comeback has also boosted flight bookings to South Korea from important Asian markets like China and Japan as the Gwanghwamun event nears. This suggests that travel demand has presently expanded beyond expectations, revealing a global cultural phenomenon.

Retailers Reposition as Global Fandom Tourism Surges in South Korea Tied to BTS’ 2026 Return

Major retailers are offering high-value incentives in an attempt to attract travelers for BTS' return. Foreigners can receive up to 10% off and gift cards for purchases exceeding 200,000 won at the Lotte Department Store (Myeong-dong and Jamsil) from March 19–29. Hotel guests can also receive additional passport-verified benefits and possible coupon codes.  Furthermore, Lotte Mart is planning to showcase BTS Jin’s “Super Tuna” collaboration with Dongwon and expand shelves for Korean beauty products and other souvenirs in its Seoul Station branch.

In downtown Seoul, retailers are doubling down on K-culture as well. For instance, Shinsegae is expanding foreign-national lounges and "Space of BTS" zones in Myeong-dong. On the other hand their duty-free shops and convenience stores are aggressively restocking K-food and BTS-related merchandise to meet tourist demand.

Global Broadcast and Cultural Moment

Netflix will broadcast BTS' free Gwanghwamun Square concert live to more than 190 countries, making it the platform's first live event from South Korea. The show will be reportedly directed by veteran British live-performance director Hamish Hamilton, known for directing the Super Bowl halftime show nearly every year since 2010. Hamilton had also previously worked with artists like Beyonce, Rihanna, Kendrick Lamar and Usher, while also directing the opening ceremony of the 2012 London Olympics. He had also led stages for the Emmy Awards, Grammys and Oscars.

As reported by the Korea Herald, the performance will take place at the north end of the square and will have a capacity of 34,000 people, including the main and side stands. BTS will travel through the royal route from Geunjeongmun to Gwanghwamun via Heungnyemun, which was traditionally used for monarchs to meet their subjects, thus heightening the cultural significance of their return to the international scene.

Economic Footprint and Outlook of BTS 2026 Comeback

By utilizing BTS' comeback as a strategic economic stimulant, South Korea hopes to leverage the anticipated 20M arrivals in 2026 into an aspirational 30M visitor milestone. BTS’ Arirang return is a high-stakes example of how cultural exports boost GDP and establish Seoul as a top travel destination by transforming international fandom into a sustained engine for urban commerce and hospitality.