BTS ARIRANG Tour Insights & Findings

A national survey of 1,026 concert-intending BTS fans reveals that the "ARIRANG" 2026 World Tour is treated as a high-priority, immersive lifestyle event where emotional connection drives significant discretionary spending, multi-show attendance, and long-term brand loyalty.

Key takeaways from our national study include:

• 100% Intent to Attend ARIRANG Tour: Every screened respondent planning a concert in the next 12 months specifically identified the BTS "ARIRANG" tour as their target destination.

• 59.2% Plan Multi-Show Attendance: More than half of surveyed fans plan to attend two or more tour dates, with dedicated ARMY fans averaging 2.22 shows per person.

• Heavy-Tailed Spending ($1,000 Median / $2,494 Mean): Financial outlays are driven by high-spending outliers, with travel ($757 mean) and tickets ($603 mean) representing the largest budget categories.

• 48.5% Expect Budget Overruns: Nearly half of attendees expect their overall expenses to exceed initial budgets, prompting behavioral adaptations like extra work hours, drawn savings, or buy-now-pay-later tools.

• Self-Financed Adult Consumer Base: 51.9% of fans fund their concert experience through regular employment income and 30.2% through personal savings, while only 3.0% rely on family assistance.

• 48.7% Unmet Lightstick Demand: While 56.5% of fans own or plan to purchase the official "ARMY Bomb" lightstick, nearly half represent an immediate pre-event e-commerce and retail opportunity.

• Shared, Multi-Generational Social Event: Only 5.4% of fans plan to attend alone; 49.5% attend with friends, 44.2% with romantic partners, and 34.0% with children.

• 89.7% Repeat Attendance Intent: Nearly nine in ten respondents state they would definitely or probably attend future BTS tours, demonstrating enduring long-term loyalty.