BTS drives massive South America fandom with social messages

Group BTS continued its overwhelming craze in South America, and South American culture experts took an in-depth look at it.

BTS began on the 2nd (local time) in Bogotá, Colombia, and is successfully holding the ‘BTS WORLD TOUR ‘ARIRANG” touring Lima, Peru; Santiago, Chile; La Plata, Argentina; and São Paulo, Brazil. Warm welcomes in each city even on the opposite side of the globe have drawn attention to the background of their huge influence.

Experts pointed to BTS’s musical messages and the ARMY fandom’s voluntary activities as core factors. Constanza Jorquera, a professor at Diego Portales University in Chile, told news outlet T13 that lyrics dealing with self-love inspire young people and form a sense of solidarity, and she noted that the members’ hard work and resilience are also elements that evoke deep empathy.

Ademar Díaz Aparicio, a professor at the National University of San Marcos in Peru, emphasized the team’s distinctiveness and said in an interview with RPP, “BTS delivers interesting social messages that other groups do not address while showing their own path.”

BTS’s comforting messages formed a strong sense of solidarity among young people, which led to active movements by fans. Argentine outlet Infobae described how the ARMY voluntarily translated Korean lyrics and held listening meetings and social media promotion activities ahead of the team’s full-group visit, and reported that these efforts played a decisive role in expanding local awareness.

The fervent support is proven by explosive streaming numbers. According to Spotify, BTS song plays in Colombia increased by about 300% over the past three years, accounting for one-third of all K-pop streaming. Billboard Colombia reported a record for a Korean artist of about 250 million plays. Argentina also saw plays rise about 200% in the most recent year (on the 25th month 10 to the 26th month 9), and Billboard Brazil said streaming surged 727% after the group resumed full-group activities.

Meanwhile, BTS will conclude the South America tour with performances in São Paulo, Brazil, on the 28th and 30th–31st, and will launch the full-scale Asia tour starting in Kaohsiung, Taiwan, on Nov. 19.

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