By Jessie Yeung, Yoonjung Seo, Gawon Bae, CNN
Seoul, South Korea (CNN) — When the world’s biggest K-pop group announced their hiatus in late 2022, they were at the height of superstardom. They regularly topped music charts, won prestigious awards, and arguably transformed the genre into a global cultural phenomenon.
Now, BTS is back – and coming to a city near you. As the clock strikes midnight on Wednesday in Seoul, the group will announce the dates and locations of a highly anticipated world tour, with their new album expected to release in March – the band’s first in nearly four years.
The group’s fans, known as ARMY, have been fervently awaiting their idols’ comeback since the last of their members completed mandatory military service last year – though the speed of the announcement came as a welcome surprise to some.
“It’s like the gods are coming down from Mount Olympus,” said Carla Nicholson, a fan from San Diego who currently studies in Seoul and visited a BTS promotional installation in the South Korean capital last week. When the album releases, she plans to rent an entire cinema to watch the music videos with her friends, she said.
Another fan, Jing Lee from Taiwan, said that when she heard of their impending comeback, “I couldn’t sleep for two nights because I’m too excited, but also scared that I won’t be able to get a ticket.”
“I gave all my three birthday wishes to BTS, just hoping to get at least one concert ticket,” she said – adding that she is ready to travel to the US if the group performs there. “I’m just going to follow them wherever they go.”
Fans have also pored over a cryptic image teased by the band, depicting three red circles – with theories about what it means ranging from “hello” to the symbols on the South Korean flag.
But the group is returning to a very different landscape than the one they left. K-pop is no longer a novelty, with the “Korean wave,” also known as Hallyu, bringing the country’s cultural exports to every corner of the globe. And for the past year, the industry has been rocked by a high-profile legal battle involving BTS’ parent company Hybe.
“The challenge isn’t just exposure, it’s really about how to stand out, and also earn trust among global fans,” said Ray Seol, an associate professor at Berklee College of Music in Boston, who researches K-pop. “It’s quite a different game now.”
Rise to global stardom
When BTS debuted in 2013, K-pop was already popular across Asia – but had only made limited progress breaking through Western markets.
That began changing with Psy’s 2012 smash hit “Gangnam Style,” whose viral popularity was an early precursor of what would come.
In the following years, BTS skyrocketed to global recognition, with their arrival in American pop culture hailed as a major breakthrough for the genre. They were the first K-pop act to win a Billboard Music Award in 2017, to perform on “Saturday Night Live” in 2018, and to earn a Grammy nomination in 2020.
Experts say several factors contributed to their runaway success. Of course, there’s the catchy music and detailed choreography – but also innovative songwriting that tackled social issues, and an active social media presence that set them apart from other K-pop groups and attracted an international fanbase.
But that journey came to a pause when the members – known by their stage names V, Jin, Jimin, RM, J-Hope, Suga, and Jung Kook – began their military service.
In South Korea, all able-bodied men aged 18 to 28 are required by law to perform 18-21 months of military service under a conscription system.
The group had already managed to postpone their service once, thanks to Sou