{"id":253546,"date":"2026-03-23T12:29:02","date_gmt":"2026-03-23T12:29:02","guid":{"rendered":"https:\/\/www.musicbusinessworldwide.com\/?p=253546"},"modified":"2026-03-23T21:13:18","modified_gmt":"2026-03-23T21:13:18","slug":"bts-smash-k-pop-records-with-new-album-arirang-but-hybe-shares-drop-after-comeback-concert-draws-smaller-crowd-than-expected1","status":"publish","type":"post","link":"https:\/\/www.musicbusinessworldwide.com\/bts-smash-k-pop-records-with-new-album-arirang-but-hybe-shares-drop-after-comeback-concert-draws-smaller-crowd-than-expected1\/","title":{"rendered":"BTS smash K-Pop records with new album Arirang \u2013 but HYBE shares drop after comeback concert draws smaller crowd than expected"},"content":{"rendered":"<p class=\"p1\">BTS dropped their first studio album in nearly six years on Friday (March 20), breaking records across major streaming platforms.<\/p>\n<p class=\"p1\"><span style=\"margin: 0px; padding: 0px;\"><em>Arirang<\/em>\u00a0pulled in over<a href=\"https:\/\/x.com\/btspotifycentre\/status\/2035722113802498395\" target=\"_blank\" rel=\"noopener\"><strong>\u00a0110 million<\/strong><\/a><a href=\"https:\/\/x.com\/btspotifycentre\/status\/2035722113802498395\" target=\"_blank\" rel=\"noopener\">\u00a0streams<\/a>\u00a0on\u00a0<strong>Spotify<\/strong>\u00a0in its first 24 hours, breaking the record for the most-streamed K-pop album in Spotify history and the most-streamed album in a single day this year, Spotify\u00a0<a href=\"https:\/\/www.instagram.com\/p\/DWJeHeeir1S\/?hl=en\" target=\"_blank\" rel=\"noopener\">announced<\/a> on social media over the weekend.<\/span><\/p>\n<p>Big Hit Music said Arirang also <a href=\"https:\/\/www.reuters.com\/business\/media-telecom\/bts-comeback-album-arirang-sells-398-million-copies-first-day-2026-03-21\/\" target=\"_blank\" rel=\"noopener\">sold 3.98 million<\/a> copies on its first day of release, citing local album sales tracker Hanteo Chart. The figure surpasses BTS&#8217;s previous first-week record of 3.37 million copies set by Map of the Soul: 7 in February 2020 \u2014 in a single day rather than a full week.<\/p>\n<p class=\"p1\">      <div class=\"mb-advert__incontent\">      <div class=\"mb-advert mb-advert__tweeny hidden-xs hidden-ms hidden-sm\" data-loaded=\"no\" data-sizes=\"992 1200 1440\" data-name=\"628x90 Sponsor banner #5 (992+1200+1440)\" data-params=\"dfp_sponsor5_628\" id=\"dfp_sponsor5_628\"><\/div>      <div class=\"mb-advert mb-advert__banner mb-advert__banner--inline hidden-xs hidden-sm hidden-md hidden-lg\" data-loaded=\"no\" data-sizes=\"480\" data-name=\"468x60 Sponsor banner #5 (480)\" data-params=\"dfp_sponsor5_468\" id=\"dfp_sponsor5_468\"><\/div>      <div class=\"mb-advert mb-advert__mobile mb-advert__mobile--inline hidden-ms hidden-md hidden-lg\" data-loaded=\"no\" data-sizes=\"320 768\" data-name=\"300x50 Sponsor banner #5 (320+768)\" data-params=\"dfp_sponsor5_300\" id=\"dfp_sponsor5_300\"><\/div>      <\/div>      <\/p>\n<p class=\"p1\"><i>Arirang <\/i>has now landed on the 12th spot on Spotify&#8217;s all-time list for opening-day streams across any genre, <a href=\"https:\/\/variety.com\/2026\/music\/news\/bts-spotify-arirang-first-day-streaming-numbers-best-1236695929\/\" target=\"_blank\" rel=\"noopener\">according to<\/a> <i>Variety.<\/i> Taylor Swift\u2019s <i>The Tortured Poets Department<\/i> still holds the title for the best first day on Spotify with <b>314 million <\/b>streams on its debut.<\/p>\n<p class=\"p1\">Besides Swift, who holds the top four spots, the only other artists ahead of BTS are <b>Bad<\/b> <b>Bunny<\/b>, <b>Drake<\/b>, <b>Playboi<\/b> <b>Carti<\/b>, and <b>Travis<\/b> <b>Scott<\/b>, according to <i>Variety.<\/i><i><\/i><\/p>\n<p class=\"p1\">All 14 tracks from the album also<a href=\"https:\/\/www.koreaherald.com\/article\/10700230\" target=\"_blank\" rel=\"noopener\"> occupied spots<\/a> on the <a href=\"https:\/\/open.spotify.com\/playlist\/37i9dQZEVXbMDoHDwVN2tF\" target=\"_blank\" rel=\"noopener\"><strong>Spotify Global Top 50<\/strong><\/a>, with the lead single <i>SWIM, <\/i>debuting at No. 1 on the Spotify Daily Global Chart and <i>Body to Body <\/i>taking the second spot.<\/p>\n<hr \/>\n<div class=\"mb-embed-container\"><iframe src=\"https:\/\/www.youtube.com\/embed\/b4iVv91Z6lY?si=TcidtujaqNxbJ31s\" frameborder=\"0\" allowfullscreen><\/iframe><\/div>\n<hr \/>\n<p>As of Monday, all 14 tracks from\u00a0<em>Arirang\u00a0<\/em>placed between Top 1 and Top 22 on Spotify&#8217;s global daily chart.<\/p>\n<p class=\"p1\"><b><a href=\"https:\/\/www.instagram.com\/p\/DWHTBI2E4NM\/\" target=\"_blank\" rel=\"noopener\">Amazon Music<\/a> <\/b>and <a href=\"https:\/\/www.instagram.com\/p\/DWIUh_blIy7\/\" target=\"_blank\" rel=\"noopener\"><b>Apple<\/b> <b>Music<\/b><\/a> also reported separately that <i>Arirang <\/i>set first-day global streaming records for a K-Pop album on their respective platforms.<\/p>\n<p class=\"p1\">However, despite the streaming and sales success, HYBE&#8217;s shares fell to an over three-month low on Monday (March 23) amid a broad sell-off in Korean equities and after a heavily promoted comeback concert in Seoul on Saturday drew a smaller crowd than authorities had initially expected.<\/p>\n<p class=\"font-claude-response-body break-words whitespace-normal leading-[1.7]\">As <a href=\"https:\/\/www.koreatimes.co.kr\/business\/banking-finance\/20260323\/hybe-shares-plunge-15-as-bts-comeback-concert-draws-far-less-fans-than-expected\" target=\"_blank\" rel=\"noopener\">reported<\/a> by <em>The Korea Times<\/em>, at the end of the trading day on Monday in Seoul, shares had fallen 15% to KRW 290,500, the lowest level since early December.<\/p>\n      <div class=\"mb-advert__incontent\">      <div class=\"mb-advert mb-advert__spu\" data-loaded=\"no\" data-name=\"300x250 Sponsor MPU #1\" data-params=\"dfp_spu1\" id=\"dfp_spu1\"><\/div>      <\/div>      \n<p>The free outdoor concert at Gwanghwamun Square in central Seoul had a ticketed capacity of around<strong> 22,000<\/strong>, with overflow crowds watching on large screens in the surrounding area, <a href=\"https:\/\/www.thetimes.com\/culture\/music\/article\/bts-netflix-concert-comeback-k-pop-0wp38r5hx?gaa_at=eafs&amp;gaa_n=AWEtsqdQSpTnVNnmZoU2eNQLsFkBsnCsIWWqbvYGM-FIXTPaa2g-Ks00OimCvwVCW8s%3D&amp;gaa_ts=69c12e4f&amp;gaa_sig=H2ESkmm0i_22PVvgu46YQ26r4xrPZR6tNXp8ZwY0JaUKHi5_UtwbPi6H-vBnWDSGLZ7wMiexLAddaPbKEVj22A%3D%3D\" target=\"_blank\" rel=\"noopener\">according to<\/a> <em>The Times.<\/em><\/p>\n<p>HYBE said the event attracted<strong> 104,000<\/strong> fans in total, but that was far lower than the <strong>260,000<\/strong> police had initially projected, <a href=\"https:\/\/www.chosun.com\/english\/travel-food-en\/2026\/03\/21\/G2NBLN5QGNACVJC7IE75KVQQ2A\/\" target=\"_blank\" rel=\"noopener\">according to <em>Chosun<\/em><\/a>. Seoul&#8217;s real-time urban data system suggested the actual figure may have been lower still \u2014 between 46,000 and 83,000 depending on the perimeter measured, <a href=\"https:\/\/www.koreatimes.co.kr\/business\/banking-finance\/20260323\/hybe-shares-plunge-15-as-bts-comeback-concert-draws-far-less-fans-than-expected\" target=\"_blank\" rel=\"noopener\">according to<\/a> <em>the Korea Times<\/em>.<\/p>\n<p class=\"p1\"><i>Bloomberg <\/i><a href=\"https:\/\/www.bloomberg.com\/news\/articles\/2026-03-17\/bts-comeback-concert-to-test-seoul-s-infrastructure-crowd-control-measures\" target=\"_blank\" rel=\"noopener\">said<\/a> stringent crowd controls may have affected the attendance as they seek to avoid a repeat of the <a href=\"https:\/\/www.bloomberg.com\/news\/articles\/2026-03-17\/bts-comeback-concert-to-test-seoul-s-infrastructure-crowd-control-measures\" target=\"_blank\" rel=\"noopener\">Itaewon crush<\/a>, which killed more than <b>150<\/b> people in 2022.<\/p>\n<p>However, HYBE&#8217;s decline came amid a broader market rout triggered by escalating tensions between the US. and Iran. The benchmark KOSPI index fell 6.49% <a href=\"https:\/\/www.upi.com\/Top_News\/World-News\/2026\/03\/23\/korea-KOSPI-Korean-stocks-fall-6-percent-Middle-East-crisis\/3191774250639\/\" target=\"_blank\" rel=\"noopener\">on Monday, <\/a>while rival agencies SM Entertainment, JYP Entertainment and YG Entertainment <a href=\"https:\/\/www.koreatimes.co.kr\/business\/banking-finance\/20260323\/hybe-shares-plunge-15-as-bts-comeback-concert-draws-far-less-fans-than-expected\" target=\"_blank\" rel=\"noopener\">fell<\/a> 9.16%, 6.80% and 9.70% respectively. The KRX K-Content Index, which tracks Korean media and entertainment companies, <a href=\"https:\/\/www.koreatimes.co.kr\/business\/banking-finance\/20260323\/hybe-shares-plunge-15-as-bts-comeback-concert-draws-far-less-fans-than-expected\" target=\"_blank\" rel=\"noopener\">also dropped<\/a> in the 6% range.<\/p>\n<p>While HYBE&#8217;s 15% decline was steeper than its peers \u2014 suggesting concert-specific concerns compounded the sell-off \u2014 it was not isolated from the wider geopolitical turmoil affecting Korean equities.<\/p>\n<p>An estimated <strong>300 million<\/strong> people watched the concert via Netflix, <em>The Times<\/em> <a href=\"https:\/\/www.thetimes.com\/culture\/music\/article\/bts-netflix-concert-comeback-k-pop-0wp38r5hx?gaa_at=eafs&amp;gaa_n=AWEtsqdQSpTnVNnmZoU2eNQLsFkBsnCsIWWqbvYGM-FIXTPaa2g-Ks00OimCvwVCW8s%3D&amp;gaa_ts=69c12e4f&amp;gaa_sig=H2ESkmm0i_22PVvgu46YQ26r4xrPZR6tNXp8ZwY0JaUKHi5_UtwbPi6H-vBnWDSGLZ7wMiexLAddaPbKEVj22A%3D%3D\" target=\"_blank\" rel=\"noopener\">reported<\/a>, though the streamer has not yet publicly confirmed viewership figures.<\/p>\n<p class=\"p1\"><i>Arirang <\/i>marks BTS\u2019s sixth Korean-language studio album and 10th overall. The record represents the group\u2019s first project since members completed <a href=\"https:\/\/www.musicbusinessworldwide.com\/bts-to-fulfill-mandatory-military-service-in-korea-and-reconvene-in-20251\/\" target=\"_blank\" rel=\"noopener\">mandatory military service<\/a> in South Korea last year.<\/p>\n      <div class=\"mb-advert__incontent\">      <div class=\"mb-advert mb-advert__spu\" data-loaded=\"no\" data-name=\"300x250 Sponsor MPU #2\" data-params=\"dfp_spu2\" id=\"dfp_spu2\"><\/div>      <\/div>      \n<p class=\"p1\">BTS are also set to embark on a Live Nation-promoted <a href=\"https:\/\/www.musicbusinessworldwide.com\/bts-world-tour-the-biggest-global-k-pop-tour-of-all-time-to-span-79-shows-across-34-regions\/\" target=\"_blank\" rel=\"noopener\">world tour<\/a> to support Arirang, spanning 82 dates across 34 cities in 23 countries. The tour will feature a 360-degree, in-the-round stage design. The show kicks off Thursday, April 9, with BTS performing for three nights in Goyang, South Korea, before heading to Tokyo, Japan.<\/p>\n<p class=\"p1\">Tickets for shows in South Korea, North America and Europe sold out within hours. Kim Yu-hyuk, an analyst at IBK Investment &amp; Securities, estimated the comeback would generate at least KRW 2.9 trillion (approximately $1.93 billion) \u2014 a figure that could potentially rival the earnings of Taylor Swift&#8217;s Eras Tour.<\/p>\n<p class=\"p1\">From there, the tour moves to North America, Europe, and the UK, followed by shows across Latin America, Asia and Australia.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>All 14 tracks from the album also occupied spots on the Spotify Global Top 50, with the lead single SWIM, debuting at No. 1.<\/p>\n","protected":false},"author":38,"featured_media":253568,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[7],"tags":[135151,86071,5527,129816],"class_list":["post-253546","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-news","tag-arirang","tag-big-hit","tag-bts","tag-hybe"],"acf":[],"_links":{"self":[{"href":"https:\/\/www.musicbusinessworldwide.com\/wp-json\/wp\/v2\/posts\/253546","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.musicbusinessworldwide.com\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.musicbusinessworldwide.com\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.musicbusinessworldwide.com\/wp-json\/wp\/v2\/users\/38"}],"replies":[{"embeddable":true,"href":"https:\/\/www.musicbusinessworldwide.com\/wp-json\/wp\/v2\/comments?post=253546"}],"version-history":[{"count":18,"href":"https:\/\/www.musicbusinessworldwide.com\/wp-json\/wp\/v2\/posts\/253546\/revisions"}],"predecessor-version":[{"id":253667,"href":"https:\/\/www.musicbusinessworldwide.com\/wp-json\/wp\/v2\/posts\/253546\/revisions\/253667"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.musicbusinessworldwide.com\/wp-json\/wp\/v2\/media\/253568"}],"wp:attachment":[{"href":"https:\/\/www.musicbusinessworldwide.com\/wp-json\/wp\/v2\/media?parent=253546"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.musicbusinessworldwide.com\/wp-json\/wp\/v2\/categories?post=253546"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.musicbusinessworldwide.com\/wp-json\/wp\/v2\/tags?post=253546"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}