How BTS Maintained Global Influence During Military Service: The Power of ARMY, Strategy, and Cultural Legacy
Introduction
When BTS began their military service in 2022, many fans around the world felt disappointed. The thought of not being able to see the world’s biggest idol group for a while sparked worries: Would they get injured? Would this be the end of their group activities? But time has flown by, and now, BTS members are starting to return from service — and the world is eagerly waiting for their comeback.
Contrary to concerns that their influence might decline during their hiatus, BTS’s presence not only remained intact but grew even stronger.
How did they achieve such a remarkable feat during a mandatory break?
The answer lies in the unwavering loyalty of their fanbase ARMY, well-planned content strategies, and a deep-rooted cultural infrastructure that kept the BTS brand alive and thriving.
The Power of ARMY: A Global Fandom That Never Paused
BTS’s fandom, ARMY, played a crucial role in sustaining the group's visibility and cultural relevance throughout their absence.
Fans organized streaming parties, participated in charity campaigns, and led viral social media trends that ensured BTS remained a part of global conversations.
In May 2025, BTS still ranked #1 in Korea’s Brand Reputation Index with over 7.8 million points, and surprisingly recorded 92% positive sentiment despite having no active group promotions.
This persistent engagement shows how ARMY acted not just as fans, but as cultural ambassadors.
Pre-Enlistment Strategy: Keeping the Game Alive
Before enlistment, BTS and their agency HYBE prepared a robust content strategy that included pre-recorded videos, solo teasers, and ongoing uploads on platforms like YouTube and Weverse.
In April 2025, Forbes reported that BTS’s albums “Proof” and “Love Yourself: Tear” topped the World Albums Chart — without any active promotion.
This proved that intentional content pacing helped the group maintain presence and momentum, even in their absence.
Solo Careers That Strengthened the Brand
Each member's solo success added value to the BTS brand.
Jungkook’s album “Golden” debuted at #2 on the Billboard 200, sold over 210,000 units in the U.S., and topped charts in 25 countries. His singles “Seven” and “3D” remained strong on the Global 200, breaking solo artist records in the UK.
Jimin’s track “Who” entered both the Billboard 200 and Hot 100, continuously charting even during his military service.
These achievements didn't just maintain interest — they reignited media coverage and anticipation for BTS’s eventual return.
K-pop Infrastructure: BTS as a Cultural Benchmark
BTS’s influence has expanded beyond music into global cultural infrastructure:
From UN speeches, Samsung and McDonald’s campaigns, to their “Love Myself” initiative, BTS has become a case study in global branding.
Academic journals and cultural analyses frequently cite BTS as a model for global pop success.
A recent report even suggests that BTS’s comeback in 2025–2026 may boost K-pop’s global economic influence, as the group has evolved into a benchmark for global pop excellence.
Loyalty Beyond Entertainment: ARMY as a Cultural Movement
BTS’s military hiatus became an unexpected test of fan loyalty.
Surveys and research show that ARMY did not shift allegiance to other groups during the break. In fact, their commitment deepened.
Academic studies highlight that ARMY’s loyalty is driven not just by music, but by emotional connection, parasocial relationships, and a strong sense of identity within the fan community.
Conclusion
BTS didn’t just survive their military hiatus — they transformed it into a legacy-building phase.
Thanks to the unwavering power of ARMY, pre-planned content strategies, and a deeply embedded cultural impact, BTS is now poised to make their strongest comeback yet.
As 2025–2026 approaches, the world isn’t just waiting for BTS to return.
It’s waiting for the next cultural chapter they’re about to write.
