How K-pop stars BTS rule the retail landscape, generating an estimated US$3.5 billion in sales and services last year

BTS are gaining fans and attention on their world tour, and products they endorse are enjoying huge sales

Retailers are falling over themselves to get some of that BTS magic to rub off on their products

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BTS wear Juun.J sneakers on Saturday Night Live. The K-pop stars have retailers lining up to sponsor them in the hope of their success rubbing off.

Published: 2:30am, 22 May 2019Updated: 4:57am, 22 May 2019

By Kwak Yeon-soo

Retailers are seeing brisk sales of cosmetics and other goods advertised by K-pop boy band BTS, who are enjoying unprecedented global attention with their ongoing “Love Yourself: Speak Yourself” world tour, according to industry officials.

With the brand power of BTS already well established, many retailers are working hard to attract the attention of the boy band’s core fans, known as Army.

“BTS have a giant base, regardless of gender, age and nationality,” said an official from South Korean supermarket and convenience store operator a GS Retail.

“The recent example of a cosmetics brand working with GS25, our convenience store chain that has 13,000 branches nationwide, shows consumer demand for easy access to K-pop merchandise.”

VT Cosmetics launched products named after BTS including VT x BTS Collagen Pact, which was so successful the company launched a whole BTS skincare and make-up range. Photo: Handout

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