The global influence of BTS is once again reshaping Korea’s tourism landscape—this time, extending all the way to food delivery apps.
According to Baemin (Baedal Minjok), foreign user transactions on its platform surged significantly during April 9–12, coinciding with the massive BTS concerts held in Goyang, South Korea. Compared to the previous week (April 2–5), foreign payment activity saw a sharp spike, highlighting the immediate economic ripple effect of K-pop events.
BTS Effect: 320% Surge Near Concert Venue
The impact was especially dramatic in Goyang, where the concerts took place.
- Foreign transactions in the city increased by over 180%
- In Ilsanseo-gu, home to the concert venue, payments skyrocketed by over 320%
Even nearby districts felt the “BTS effect.” Areas like:
- Mapo District
- Eunpyeong District
- Seodaemun District
reported roughly 10% increases in foreign user orders.
Interestingly, the surge continued even on weekdays—traditionally slower periods—suggesting that BTS concerts drove a concentrated influx of international visitors beyond typical travel patterns.
K-Content Power: From Concert Seats to Late-Night Delivery
This trend underscores a growing reality: K-content is no longer limited to entertainment—it’s driving real-world consumption behaviors.
Foreign tourists attending BTS concerts aren’t just buying tickets—they’re:
- Booking hotels
- Exploring local neighborhoods
- Ordering Korean food through delivery apps
In short, they’re participating in Korea’s everyday lifestyle.
AI + Global Payments: Removing Barriers for Tourists
Baemin has been actively upgrading its platform to accommodate international users:
- AI-powered multilingual support (English, Chinese, Japanese)
- Real-time order tracking in multiple languages
- Acceptance of global payment systems like Alipay and WeChat Pay
- Overseas credit card payments in Korean won
These improvements have made it significantly easier for foreign visitors to use Korean delivery services—something that was previously a barrier.
A Baemin representative stated that the surge in foreign usage is directly linked to the BTS concerts, adding that the company will continue enhancing its services for global users.
Why This Matters: The New K-Tourism Economy
The BTS-driven surge in delivery app usage reveals a bigger trend:
K-pop isn’t just exporting music—it’s exporting lifestyle consumption.
From street food to app-based services, foreign fans are immersing themselves in Korean culture in ways that generate measurable economic impact.
With more global events and concerts expected, platforms like Baemin—and Korea’s broader service industry—are likely to see continued growth fueled by K-content.
KOREA FBI Editor’s Comment
BTS has reached a point where their influence goes far beyond music charts—it now shapes how people eat, travel, and experience Korea. The spike in food delivery usage is a small but powerful signal: global fans don’t just watch K-content anymore—they live it.
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