Los Angeles declares 'BTS Week' to welcome group's return

Ahead of the return of BTS, Los Angeles is stepping up with a city-wide welcome. As a global pop music hub, Los Angeles has officially designated a week as 'BTS Week' to celebrate the group's upcoming performances, once again confirming the immense status Korean popular culture holds in the United States.

BTS will hold the 'BTS WORLD TOUR ‘ARIRANG’ IN LOS ANGELES' at SoFi Stadium on September 1–2 and 5–6 (local time). To commemorate the event, the City of Los Angeles has designated September 1 to 8 as 'BTS Week,' expanding the concert series from a musical performance into a major city-wide cultural event.

On the first day, September 1, Los Angeles City Hall will be illuminated in red, the key color of BTS's 5th studio album 'ARIRANG.' This measure is intended to officially welcome fans traveling to LA from all over the world while symbolically celebrating the deep cultural ties between BTS and Los Angeles.

On August 31, the City of Los Angeles held an official declaration ceremony for 'BTS Week' at City Hall, attended by members of the City Council, the Tourism Bureau, and officials from Big Hit Music. The symbolism is significant, as LA, a center of the global entertainment industry, has established an official period of commemoration at the city level for a specific artist.

Los Angeles Mayor Karen Bass stated, "The declaration of 'BTS Week' embodies our belief that art and culture possess the power to increase mutual understanding and connect communities as one. We are proud to honor the incredible achievements of BTS, who have contributed greatly to global culture, and to celebrate their special bond with Los Angeles alongside people from all over the world."

City Councilmember John Lee also noted that the declaration honors the footprint BTS has left on global culture. He emphasized that the event celebrates the long-standing cultural and social ties between Los Angeles, Korea, and the local Korean community.

The Los Angeles Tourism Bureau also highlighted that BTS's influence extends far beyond the music industry. Tourism Director Don Yu stated that the group has connected people of different cultures, generations, and regions, and that this performance will reaffirm the long-standing relationship between LA and BTS. The bureau expects fans visiting the city to experience the bond between the group and Los Angeles through 'BTS Week' while enjoying the city's tourism resources.

This event is noteworthy as it demonstrates how the influence of K-pop can transcend specific venues to connect with a city's tourism and cultural policies. While global pop stars often stimulate local tourism, the fact that a local government is designating an official commemorative period named after a specific artist signifies that the group has become a core part of the city's cultural brand.

In its resolution, the Los Angeles City Council specifically cited the global influence of BTS. The Council noted that since their debut in 2013, BTS has grown into influential artists representing contemporary popular culture and has paved the way for Korean and Asian artists to expand their presence in the global music industry.

The Council also highlighted how BTS has consistently delivered messages of self-love and hope. Representative examples include their work spreading positive messages across language, nationality, and generational boundaries through the 'LOVE MYSELF' campaign with UNICEF and their speeches at the United Nations.

This underscores that the global success of BTS cannot be explained solely by music releases and album sales. By singing in Korean while forming emotional connections with global audiences, BTS has raised the profile of Korean popular culture. This momentum has helped expand the reach of 'K-Culture,' fueling global interest in Korean dramas, films, food, fashion, and tourism via platforms like Netflix.

The connection between BTS and LA is central to 'BTS Week.' This marks the group's return to SoFi Stadium approximately 4 years and 9 months after 'BTS PERMISSION TO DANCE ON STAGE - LA' in December 2021. During that tour, BTS resumed face-to-face performances following pandemic restrictions, marking a milestone in their global tour history.

This upcoming tour is particularly significant as it centers on their 5th studio album, 'ARIRANG.' With all four shows already sold out, fans from across the United States and around the world are expected to converge on LA, turning the concert into a major driver of global tourism demand.

The current scale of the tour further supports this interest. According to Billboard's Boxscore released on August 28, BTS ranked second on the 'Top Tour' chart, recording $102.5 million (approximately 141.4 billion KRW) in revenue for the 'BTS WORLD TOUR ‘ARIRANG’' in July. This demonstrates that BTS remains a massive economic force in the global touring market.

SoFi Stadium, a premier venue that also hosts NFL games and major concerts, serves as a testament to the group's enduring demand, as they have once again sold out all four shows at the massive arena.

Ultimately, 'BTS Week' serves as a symbolic milestone for Hallyu (Korean Wave). While K-pop was once viewed as a specific genre consumed abroad, it has now become a cultural element that integrates with the identity and tourism resources of global cities.

Since their 2013 debut, BTS has evolved from artists primarily focused on the Korean market into a pillar of global pop culture. Their journey through Billboard chart-toppers, Grammy performances, UN speeches, and stadium tours has turned the name BTS into a global phenomenon.

The sight of Los Angeles City Hall glowing red and the designation of 'BTS Week' illustrates how this transformation has become a reality. The upcoming LA performances are more than just a return to the stage; they are a massive cultural event where music, tourism, city branding, and Korea-US cultural exchange intersect.