BTS's Popularity in Europe: A Complex Equation

Yes, BTS is very popular in Europe. As a South Korean boy band, they have a massive global following, and their influence extends significantly across various European countries. They have topped charts, sold out arenas, and garnered numerous awards in Europe. Their concerts often attract large crowds, and their dedicated fanbase, known as ARMY, actively engages with their music and content across various platforms. Their impact on the music industry has also contributed to the growing popularity of K-pop in Europe.

Challenges in the European Music Market

However, it is important to note that Europe is made up of 44 countries, each with distinct characteristics and markets. The differences in languages and musical tastes make it challenging for international artists to gain pan-European success. European top 40 charts are usually dominated by local language songs and a few global hits. Additionally, most European countries have their own local music events, with the notable exceptions of the Eurovision and MTV Europe Music Awards. This confines international artists to a limited market within their respective countries.

Limited Familiarity with Korean Culture

The majority of Europeans are not familiar with Korean culture, and events celebrating Korean culture are rare and mostly locally organized. In contrast, the North American population has a significant Korean American population, which provides a platform for K-pop groups to build their following. Moreover, most Europeans do not pay much attention to American Music Awards (AMAs), Billboard Broadcast Music Inc. Awards (BMI), or Billboard charts, limiting their potential exposure to BTS.

Success in Select Countries and Concerts

While it is true that BTS has one album in the UK and has topped the charts in France and a few other countries, these achievements stem from the buying power and dedication of their fans, particularly ARMY. The UK, which constitutes only a small part of Europe, does not reflect their popularity across the continent as a whole.

Their 2019 European tours, where they sold out two massive stadiums twice, showcase a growing interest in K-pop among young Europeans who are more attuned to global musical trends. People from all over Europe will travel to cities like Paris or London to see BTS live in June. However, despite Europe having a population of around 743 million, which is larger than North America's 579 million, the number of concerts reflects a more localized demand. For the Love Yourself Tour, they had 15 concerts in North America, 7 in Europe, 20 in Asia, and 9 of those in Japan alone. For the Love Yourself Speak Yourself tour, they have 6 concerts in North America and 4 in Europe.

Market Research and Tour Planning

Big Hit Entertainment, BTS's management company, has undoubtedly conducted thorough market research. The concert frequency and localization reflect the current market demand in Europe. BTS's plans reflect a strategic approach to fan engagement and market expansion, but their popularity in Europe varies significantly between different countries.

Conclusion

While BTS's achievements in Europe are impressive, they are yet to become a household name across the continent. The challenges of a fragmented European music market and limited exposure to Korean culture make it a complex territory to break into. However, as the fandom continues to grow, particularly among young people, BTS is well-positioned for increased popularity in Europe.