Korean culture boosted in London thanks to BTS

Thousands of K-pop fans arrived in London this July for pop group BTS's first concerts in the capital since 2019.

People took photographs for one another and exchanged handmade bracelets, photocards and small gifts - a tradition synonymous with BTS's global fan community.

But, they didn't just come for the concerts. London has been the first European city to host "BTS The City Arirang"; an official accompanying programme of exhibitions, pop-up stores, restaurant collaborations and cultural events named after the group's latest album.

Hybe, the South Korean entertainment company behind BTS, said the programme aimed to extend the concert experience beyond the stadium.

"By partnering with iconic landmarks, local communities, and cultural organisations, 'The City' reimagines cities around the world as iconic cultural stages, connecting the diverse fabric of cities and cultures through BTS' music and stories," it explained.

Across the capital, Korean cafes, restaurants and cultural organisations had dedicated weeks to preparing for BTS fans.

At Tokkia, a Korean matcha cafe in Covent Garden, queues began forming before opening time.

Owner Sooji Im created a limited-edition Arirang matcha and dessert for the programme.

"It was pretty intense," she said. "But a fun kind of intense."

Im added that she had never seen Korean culture celebrated on this scale in the capital in nearly 20 years that she has lived in the city.

"When I first came here, it wasn't like this at all. Nobody really knew what Korea was.

"It's really nice to see our culture being celebrated in the heart of London... and a lot of the fans are actually responding in Korean. It's just so pleasing to see," she said.

I find approaching strangers in central London as a journalist often brings a polite smile before they continue on their way.

But this week has been different. Fans were eager to explain why they had travelled, what BTS meant to them and what being part of "Army" - the group's global fan community - had brought to their lives.

Helene Lindgren, who had travelled from Norway, said the sense of community was what she valued most.

"We meet people everywhere," she said. "You can start talking to them without knowing them... you feel safe and you connect immediately through the music."

Her friend Camilla Gjermundnes, who organises K-pop dance activities in Norway, said some younger fans now came simply to talk after struggling to find others who shared their interest in K-pop.

Friends Viviana Galindo and Nhan Tu, who had travelled from the US, had deliberately turned the concerts into a longer holiday.

Having not visited London for more than 20 years, the pair planned to spend the week exploring exhibitions, restaurants and other events across the city.

"We decided to make a whole big trip out of it," Tu said.

The two friends had attended previous "BTS The City" programmes and said they enjoyed having more opportunities to meet other fans outside the stadium.

"It's always fun to have other activities to do with other 'Armys'," Tu said.

"It makes me feel more like a global citizen.

"You realise how many people, from so many different backgrounds, are brought together by the same thing."

Korean businesses have felt the boost from BTS fans descending on the city.

At restaurant and pub Hongdae Pocha in Chinatown, director Jaeil Choi said customer numbers had almost doubled during the programme.

"Honestly, I didn't expect it to be this busy."

However, he said what stayed with him most was not the crowds but watching visitors greet staff in Korean, sing along to Korean lyrics and exchange handmade gifts with complete strangers.

"It reminded me of jeong," he said, referring to the Korean idea of warmth and connection between people.

"I realised people were sharing that feeling with one another here in London.

"To see people of every age enjoying Korean culture like this made me incredibly proud."

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