BTS, ARMY, and the Power of Charitable Diplomacy

**Originally written for the course Understanding K-pop at Yonsei University

Introduction

Third-generation K-pop, spanning roughly from 2012 to 2019, marks a transformative era in which Korean music and culture achieved unprecedented global reach and recognition.  Unlike previous generations, third-gen groups like BTS, EXO, NCT, SEVENTEEN, GOT7, and ASTRO have not only dominated music charts in and out of Korea, but they also redefined the possibilities of fandom, marketing, and cultural diplomacy.  This generation is defined by its digital fluency, innovative company strategies, and the rise of platforms that connect artists and fans across the world.  My group’s project explored these developments with a core focus on globalization, examining how third-gen groups have leveraged new technology, fan culture, and international collaborations to shape K-pop’s place in the global music industry. Within this context, I have chosen to focus my project reflection on BTS and their fanbase, ARMY, whose charitable and diplomatic acts exemplify a unique power and the influence that K-pop has not just on music but on the world. 

Third-gen K-pop’s global ascent is inseparable from the evolution of digital platforms and marketing strategies.  Groups like NCT have pioneered the use of sub-units to target diverse international audiences, while companies like HYBE have revolutionized artist fan engagements through projects like “Run BTS” and digital platforms like Weverse.  These innovations not only expanded K-pop’s commercial appeal but also facilitated deeper, more meaningful connections between artists and fans.  At the same time, third-gen groups have become ambassadors for Korean culture, collaborating with Western artists, appearing on international talk shows, and serving as brand ambassadors for global companies.  These efforts have blurred the lines between entertainment and cultural diplomacy, positioning K-pop artists as influential figures on a worldwide stage. 

Fandom culture has also evolved dramatically during this generation.  Third-gen fandoms are known for their organization, creativity, and global reach, as seen in the sharp increase in fanchants, lightsticks, and merchandise.  This culture is not without its challenges, however, as toxic behaviors like sasaeng stalking highlight the darker side of intense fan devotion.  Despite these issues, K-pop fandoms have become powerful agents of cultural exchange, sparking interest in the Korean language, travel, and culture among fans all over the world.  The use of hashtags and social media campaigns has enabled fans to mobilize for causes beyond music, demonstrating the potential of a fandom as a force for positive change. 

Among third-gen groups, BTS stands out for its exceptional impact on global culture and social issues.  Their diplomatic achievements, such as speaking at the United Nations and the White House, receiving honorary diplomatic passports, and serving as UNICEF global ambassadors, have cemented their status as cultural diplomats.  Similarly, SEVENTEEN’s appointment as UNESCO Goodwill Ambassadors for Youth and Jungkook’s performance at the FIFA World Cup underscore the growing role of K-pop artists in global diplomacy.  Yet, it is the partnership between BTS and ARMY in charitable initiatives that truly distinguishes this era.  BTS’s “Love Myself” campaign with UNICEF and their donations to causes like Black Lives Matter have inspired ARMY to match and even exceed these efforts through organized philanthropy, such as the One In An AMRY (OIAA) initiative.  These acts reflect a new model of celebrity-fan collaboration, in which artists and fans are working together to address global challenges and make the world a better place. 

BTS’s Acts of Early Philanthropy

One of the most poignant examples of BTS’s early commitment to social responsibility is their private donation to the families of the victims of the 2014 Sewol ferry disaster.  This act of generosity occurred when BTS was still a relatively new group, having debuted less than two years prior, and not yet having achieved their global fame or financial security that would come later in their career (The Hankyoreh; Soompi; “BTS Revealed”).  Despite their limited resources and the risk of political and professional repercussions, BTS, as well as their agency’s founder, Bang Si-Hyuk, quietly visited the grieving families, burned incense in remembrance, and donated a total of 100 million KRW (around $85,000) to the Sewol Ferry Disaster 416 Family Council (“BTS Donates”).  The donation was not made for publicity or recognition, and BigHit even intended to keep the gesture completely private, which is consistent with BTS’s philosophy that true charity should be selfless and not a gesture to achieve public acclaim (Soompi; “BTS Revealed”).  The donation was structured so that each member contributed about 10 million KRW, with their agency adding 30 million KRW.  At the time, this was a very significant sum for a young group that had little financial stability. 

What makes this act especially meaningful is the political and social context.  The Sewol ferry tragedy was not only a national trauma, but also a politically sensitive issue, and supporting the victims’ families could have resulted in BTS being blacklisted (Soompi; Geo.tv; “BTS Revealed”).  By standing with the victims’ families, BTS demonstrated their moral courage and a deep sense of empathy, qualities that stand out to fans and the public alike.

This early act of compassion, carried out when BTS had little money and opportunity, is symbolic of the values that have guided the group throughout their career.  It foreshadowed their later, more visible charitable acts and their ongoing commitment to using their platform for good.  BTS’s willingness to help others, even when it posed personal and professional risk, is a testament to their character and a key reason why they have earned such deep respect in and out of Korea. 

BTS’s Diplomatic Achievements

BTS’s influence extends far beyond music, reaching into the realm of international diplomacy and global advocacy.  In 2018, BTS addressed the United Nations General Assembly as part of UNICEF’s “Generation Unlimited” campaign, speaking on youth empowerment and self-love.  Their message resonated globally, positioning them as unofficial ambassadors for South Korea and inspiring millions of young people to embrace their identities and pursue their dreams (UNICEF).  This appearance was not merely symbolic, as it marked the beginning of BTS’s active engagement with global institutions and social issues. 

In 2022, BTS members were granted diplomatic passports, a rare honor for non-government officials, reflecting their status as cultural ambassadors for South Korea (ABC).  Later that year, BTS spoke at the White House to address anti-Asian hate, using their platform to advocate for tolerance and understanding (White House).  These acts have elevated BTS from entertainers to global diplomats, using their platform to bridge cultural divides and advocate for social justice. 

BTS’s diplomatic achievements are not isolated incidents, but a part of a larger trend in third-gen K-pop.  SEVENTEEN’s appointment as UNESCO Goodwill Ambassadors for Youth and Jungkook’s performance at the FIFA World Cup further illustrate how K-pop artists are increasingly called upon to represent Korea to the world.  These roles highlight the growing recognition of K-pop as a powerful tool for cultural diplomacy and soft power. 

BTS and ARMY’s Charitable Initiatives

BTS’s philanthropy is both direct and inspirational.  Their partnership with UNICEF for the “Love Myself” campaign raised over $4 million for anti-violence programs, demonstrating their commitment to using their platform for social good (UNICEF).  In 2020, BTS and their company donated $1 million to Black Lives Matter, a gesture that ARMY matched within 24 hours through organized campaigns (BBC).  This act of solidarity not only amplified the impact of BTS’s donation but also showcased the collective power of the ARMY fandom. 

The fan-led initiative One In An Army (OIAA) has become a global force for good, coordinating microdonations and flash fundraisers for causes that range from clean water to disaster relief (One In An Army).  These efforts demonstrate how BTS’s actions inspire their fans to turn compassion into collective action, creating a ripple effect of positive change all around the world.  The ARMY’s organized philanthropy is not limited to matching BTS’s donations.  They have also launched independent projects to support education, healthcare, and environmental conservation, often in partnership with local and international organizations. 

The relationship between BTS and ARMY is unique in the world of fandoms.  While other artists and fandoms engage in charity, the scale, organization, and global reach of ARMY’s philanthropic efforts are unparalleled.  This partnership reflects a new model of celebrity-fan collaboration, in which artists and fans work together to address global challenges and make a tangible difference in the world. 

The Role of Digital Platforms and Fandom

Digital platforms like Weverse and social media have been instrumental in amplifying BTS and ARMY’s impact.  Weverse enables real-time communication between artists and fans, fostering a sense of community and shared purpose (Weverse).  Social media campaigns, such as the #MatchAMillion and #ReuniteWithBTS, leverage the global reach of ARMY to mobilize resources and awareness for a number of charitable causes.  This digital ecosystem not only strengthens the bond between BTS and ARMY but also empowers them to organize and act on a global scale. 

The evolution of fandom culture in third-gen K-pop is closely tied to the rise of digital platforms.  Fan chants, lightsticks, and merchandise have become symbols of collective identity, while hashtags and social media campaigns have allowed fans to mobilize for causes other than music (“How K-pop Apps Work”).  This rise in digital platforms has also worsened toxic behaviors like sasaeng stalking, and reminds us that fandom culture can sometimes become unhealthy and jeopardizing. 

Despite these challenges, K-pop fandoms have become powerful agents of cultural exchange, sparking interest in the Korean language, travel, and culture among fans globally.  The use of digital platforms has allowed fans to connect with each other and with idols in ways that were previously unimaginable, creating a global community united by shared values and passions. 

Personal Reflection and Critical Analysis

Reflecting on BTS and ARMY’s charitable and diplomatic acts, I am struck by the transformative potential of celebrity influence when paired with an engaged, active, global fanbase.  BTS’s commitment to social issues has inspired me to consider how artists can use their platform for good and how fandoms can be a strong force for positive change.  I do, however, wonder what the limits of cultural diplomacy are.  It is difficult to know whether artists can truly create a lasting change, or if their actions are symbolic only for the period of time that they are in the public eye.  Furthermore, fan-driven philanthropy projects, although often admirable, can sometimes raise questions about sustainability and performative activism.  These complexities challenge me to think critically about the topic and its potential implications for the future. 

I have personally been inspired by the way that BTS and ARMY have used their platform to advocate for social justice and support charitable causes.  Their actions have shown me that music and fandom can be a powerful tool for change, and that collective action can make a real difference in the world.  At the same time, I realize that celebrity activism is not a substitute for systemic change and that the responsibility to address global challenges ultimately falls to the governments, institutions, and individuals in power. 

Conclusion

BTS and ARMY’s charitable and diplomatic acts have redefined what it means to be a K-pop idol and fan in the 21^st century.  By leveraging their global platform and digital networks, they have demonstrated the power of music, fandom, and collective activism to drive social change.  As third-gen K-pop groups continue to evolve, the legacy of BTS and ARMY offers a compelling model for how artists and fans can work together to make a difference in the world.  The rise of digital platforms, the evolution of fandom culture, and the growing role of K-pop in global diplomacy are all interconnected trends that have shaped third-gen K-pop.  BTS and ARMY’s partnership in charitable acts is a testament to the transformative potential of this era and a reminder of the responsibilities that come along with global influence.  As I reflect on these developments, I am inspired by the possibilities of K-pop as a force for good and hopeful for the new generations of global pop culture. 

Works Cited

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