K-POP Band BTS’s Stronghold In The Indian Market Against All Odds

Snigdha Raju

Gone are the times when Indians followed different trends from the rest of Asia; when Bollywood and Hollywood dictated the entertainment scene for the Indian crowd.

With the onset of ‘Hallyu’ or the Korean Wave across India, people now know of K-POP Bands such as

BTS and are avid followers. This fandom that goes by the name ‘A.R.M.Y’ is the biggest in the world, the most interactive and active on platforms like Twitter and Instagram.

With the most dedicated followers, BTS has amassed huge popularity in India since a few years ago.

Majorly starting in the north east, Bangtan Sonyeondan or ‘The Bangtan Boys’ are now strongly influencing Indians nationwide. From watching their videos, shows, V-lives and passionately listening to their music to buying their expensive albums and merchandise, paying the cruel customs; Being an A.R.M.Y “isn’t a hobby, it’s a lifestyle”, says Mrudula Raju from Hyderabad. “Their music provides me with inspiration, makes me overcome the challenges of being a youth in this generation and most of all, makes me very happy.” she adds.

The Indian team from Mizoram won a prize at the K-Pop’s Changwon World Festival last year.

BTS won ‘The Top Social Artist’ Award two times in a row at the Billboard Music Awards this may right after they released a new album called ‘Love Yourself: Tear’. India has also shown high voting rates statistically for this award.

As they are a relatively small group of fans compared to the entertainment industry in India, and also very passionate, they hold meetings locally as well. The Korean Culture Centre of India located in New

Delhi regularly houses such self-organized gatherings.

With members Jin, Suga, J-Hope, RM, Jimin, V and Jungkook who rap and sing about social issues, this band has made its way into mainstream music by cracking into the Billboard Top 10 this year. With all these achievements at hand, the Indian ‘A.R.M.Y’ is closely following the success of BTS and cheering them on.