As BTS gears up for its March 21 concert at Gwanghwamun, a shortage of the group’s official light stick, the “ARMY Bomb,” is intensifying. At the same time, a different kind of fan-driven competition is unfolding online, with fans from around the world converging on Bunjang.
Bunjang, Korea’s leading tech-powered recommerce platform (co-CEOs Seunghyun Kang and Jaehwa Choi), released real-time data on March 19 from its ongoing “Artist Ad Support Campaign,” launched during BTS comeback week for both domestic and global fandoms. Going beyond typical resale activity, the campaign has gained attention for capturing highly organized global fan efforts—not only to trade goods, but to fund artist advertisements in major Seoul transit hubs and even secure trips to Korea.
A key driver behind the surge in global participation is the campaign’s standout rewards. Reflecting international fans’ strong desire to visit Korea, Bunjang will award a round-trip flight to Seoul from anywhere in the world to the top inviter—the user who recruits the most friends to support their artist. In addition, participants can receive a $200 Korean Air gift card through referral and sharing activities, further fueling excitement among fans hoping to attend comeback events in person.
The scale of fan support on offer is also unprecedented. The winning team in the global event will receive high-impact advertising placements, including large digital billboards in major Seoul subway stations, as well as premium exposure at the top of the Bunjang app. In the domestic event, fans can go even further—securing individual ads for each member of the winning group at Hongik University Station on Seoul Subway Line 2.
Last year, BTS fans ranked No.1 globally, resulting in real subway station ads. This year, fans worldwide are once again rallying to defend that title—and turn the heart of Seoul purple.
Real-time ranking data also highlights clear regional differences in artist preference. On the Bunjang Global channel, BTS holds a commanding No.1 position with a 42.9% share, reaffirming its strong global influence. Domestically, virtual idol group PLAVE currently ranks No.1, while BTS—now at No.9—is rapidly climbing the charts ahead of its comeback, signaling a strong push into the top tier.
A Bunjang representative commented,
“BTS light stick searches have surged by 1,764% year-over-year, and this comeback has already evolved into a massive global festival. Bunjang will continue to expand its role as a key hub where fans around the world connect, engage, and express their fandom through artist-driven activity.”
More details about the event can be found on the official Bunjang Global website. https://globalbunjang.com
