BTS 'Dynamite' surges following World Cup halftime show

Following BTS's successful halftime show performance at the 2026 FIFA World Cup final in North America, their hit song 'Dynamite' is seeing a resurgence in the global music release market, proving the so-called 'halftime show effect.' The group's global cultural influence is once again drawing attention, especially as their warm interaction with global pop star Shakira becomes a major talking point.

On the 19th (local time), BTS appeared as a full group for the 2026 FIFA World Cup final halftime show, delivering an overwhelming performance to football fans and music lovers worldwide. The World Cup final halftime show is regarded as an iconic stage and a premier global cultural event that combines the world's largest sporting event with popular music, watched simultaneously by hundreds of millions of viewers.

Immediately after the performance, 'Dynamite' showed a distinct upward trend on major music release platforms. Citing data from the music analysis agency Luminate, the US music outlet Billboard reported that streaming numbers for 'Dynamite' increased by approximately 13% to 160,000 within a single day following the halftime show. This is analyzed as a 'Catalog Revival' phenomenon, where existing hits are re-consumed following a major global event.

This is viewed as a prime example of the impact massive sporting events have on music consumption patterns. In fact, stages such as the NFL Super Bowl halftime show, as well as the opening, closing, and final match performances of the World Cup, are known to create a 'global exposure effect' that significantly boosts an artist's music release streaming, album sales, and SNS mentions.

Behind the scenes, a special meeting between global pop star Shakira and BTS also drew significant attention. Following the performance, BTS leader RM posted a photo on his SNS of the members with Shakira, expressing his respect with the short caption, "QUEEN.""

Through their agency Big Hit Music, BTS shared their thoughts, stating, "It was a great honor to stand on the historic first halftime show stage at a World Cup final that we have enjoyed watching since we were young. We are happy to have participated in a meaningful performance where great artists and children together deliver messages of love and hope. It felt like a dream.""

Shakira also responded by sharing a photo with BTS via her SNS after the performance. She posted a photo taken with the group in the waiting room along with the caption, "What a day yesterday! Running into so many people I appreciate and respect, and receiving so much love from all of you!!"

In the released photo, Shakira is seen smiling brightly with her arms around the shoulders of the BTS members, adding 'BTS♡' to the post to show her affection. The interaction between these global icons is garnering significant interest and heartwarming attention from fans worldwide.

With this World Cup halftime show, BTS has set another milestone by becoming the first K-pop artist to grace the iconic stage of the world's largest sporting event. This performance, which combined music, sports, and cultural diplomacy, reaffirms the global status of K-pop and demonstrates that BTS has established themselves as core icons of global popular culture beyond being just a popular group.

Following the halftime show, BTS continues to demonstrate their unwavering influence in the global music market, maintaining high levels of buzz on global music charts, SNS, and online platforms.