BTS has resumed touring following a four-year hiatus, with performances across North America scheduled for August and September. The group’s return coincides with the release of their sixth album, Arirang, earlier this year. Earlier tour stops in Las Vegas generated an estimated $340 million in economic activity from four sold-out shows held in May.
Upcoming concerts at MetLife Stadium in New Jersey on August 1 and 2 are expected to draw substantial crowds and economic impact comparable to major sporting events. Michael Mariano, head of economic development at Tourism Economics, projected that BTS’s spending impact would match or exceed that generated by soccer fans attending a World Cup final at the same venue weeks earlier. The group’s label, HYBE, reported record-high quarterly revenue of $993 million, reflecting strong commercial performance.
To capitalize on fan interest, HYBE has partnered with local businesses and cultural institutions for the “BTS The City – Arirang” project in select cities. The Korean Cultural Center New York serves as a hub for fan activities, offering K-beauty product trials, samples from a South Korean bakery chain, and custom light stick decoration. The Arte Museum is hosting a special exhibition featuring digital art and music celebrating the group, while various restaurants and dessert shops are offering BTS-themed menu items and limited-edition merchandise.
Participating establishments include New Wonjo, New York’s oldest Korean barbecue restaurant, which developed a special menu featuring dishes band members favor while touring, and Seoul Bingsu, a pop-up dessert shop offering a limited 10-day run with Arirang-inspired offerings. Business owners emphasized that collaborations aim to introduce authentic Korean culture rather than merely attach the group’s name to existing products. Organizers note that food and cultural experiences serve as gateways for fans to engage with broader aspects of Korean heritage, language, beauty products, and contemporary digital art beyond the concert experience itself.
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