The concert drew a smaller crowd than officials initially expected
The BTS comeback performance at Gwanghwamun Square ended safely on Saturday, March 21, 2026, but many local business owners said the event did not bring the strong economic boost they were expecting. The free concert had been promoted as close to a national celebration, and early projections suggested that a very large crowd would gather in central Seoul. The concert also marked BTS’ long-awaited comeback with a full-length album, ARIRANG. Police had estimated about 260,000 people in the area, but the final turnout seemed to be much lower. HYBE, the concert organizer, said about 104,000 people attended the event. However, Seoul city data estimated only 46,000 to 48,000 people near the site.
#BTS brings the house down with their incredible performance of #MICDrop at their mega Comeback show live in Seoul with the crowd singing along to every word! 💪🕺🏻🕺🏻🕺🏻🕺🏻🕺🕺🏻🕺🏻🎤👥👤🗣️💥⛩️ 🇰🇷👑👑👑👑👑👑👑💜#BTSLiveonNetflix#BTS_ARIRANGpic.twitter.com/gyd6ZZWksP
— World Music Awards (@WORLDMUSICAWARD) March 21, 2026
Strict safety measures limited attendance around the venue
One major reason for the lower impact appeared to be the strict crowd control plan used around the square. Authorities were especially careful because of the Itaewon crowd crush disaster that happened four years ago. For that reason, only people with free tickets were allowed inside Gwanghwamun Square to see the show. Meanwhile, visitors outside the venue and surrounding areas were constantly told to keep moving instead of stopping to enjoy the event nearby. A 66-year-old visitor surnamed Lee said police repeatedly told people to move, making it difficult to stay in one place and enjoy the experience.
“I kept being told to move, so I couldn’t even stand still and had to keep walking for a long time,” Lee said.
Merchants and officials questioned the event’s overall economic results
Business owners near the venue said the event and large crowds did not result in stronger sales. For example, one self-employed merchant near the Sejong Center for the Performing Arts said sales reached only 70 to 80 percent of a normal Saturday. Even though many people came to the area, they were not allowed to stay long enough to spend money at the shops. Based on the early estimate of 260,000 people, the Ministry of the Interior and Safety deployed about 10,000 personnel. After the concert, some observers expressed concern that too much budget and resources had been used for a crowd that turned out to be much smaller than expected.
