Artistry

Influences

BTS member Jin (center) performing Freddie Mercury's "ay-oh" chant during their first concert at Wembley
Stadium on June 1, 2019

BTS have cited Seo Taiji and Boys,[359] Nas, Eminem, Kanye West, Drake, Post Malone, Charlie
Puth and Danger as musical inspirations.[360] They have also cited Queen as an influence, with Suga
saying he "grew up watching videos of Live Aid." During their concert at Wembley Stadium in
London, Jin paid tribute to Queen by leading the crowd in a version of Freddie Mercury's "ay-oh"
chant from the band's Live Aid concert.[361][362]
BTS are also influenced by many literary, psychological, artistic, and philosophical mediums. Their
album Wings (2016) was inspired by Hermann Hesse's coming of age novel, Demian.[363] Their song
"Blood Sweat and Tears" (2016) quotes Friedrich Nietzsche's Thus Spoke Zarathustra, and its music
video features visual references to Herbert James Draper's The Lament for Icarus, Pieter
Bruegel's Landscape with the Fall of Icarus, and Pieter Bruegel's The Fall of the Rebel
Angels.[364] Their "Spring Day" (2017) music video contains lyrical and visual references to Ursula Le
Guin's short story The Ones Who Walk Away from Omelas.[365] The Love Yourself series was
primarily influenced by Erich Fromm's The Art of Loving,[366] while their song "Magic Shop" from Love
Yourself: Tear (2018) was inspired by James R. Doty's memoir Into the Magic Shop.[367] Their 2019
album, Map of the Soul: Persona gained its name from Murray Stein's Jung's Map of the Soul: An
Introduction.[368]

Musical style
BTS co-write and produce much of their own output.[369][370] Since their inception, BTS have developed
and maintained a style of "fusion music" with an emphasis on hip hop as their musical
base[371] largely due to the influence of RM and Suga's background as underground rappers[11] and
their main producer Pdogg.[372] Rather than adhering to a specific genre, BTS have introduced new
elements into their sound and musical repertoire with each successive release.[371] Beginning
with old-school hip hop on 2 Cool 4 Skool and O!RUL8,2? in 2013,[21] BTS first experimented
with R&B and rock on Skool Luv Affair and Dark and Wild in 2014;[101][42] orchestral strings
and EDM in their The Most Beautiful Moment in Life album series (2015–16);[63] moombahton, neo
soul, and gospel on Wings (2016) and You Never Walk Alone (2017);[373][81] future bass, Latin pop,
and jazz hip hop in their Love Yourself album series (2017–18);[111] and emo rap, rap rock, Afro
pop, nu-disco, funk, trap, pop rock and pop rap in their Map of the Soul album series (2019–
20).[374][375][376][377][378]

Lyrical themes
BTS' albums contain recurring themes that fall under the overarching theme of "reflection of
youth."[9] Their "school trilogy" explored "the troubles and anxieties of school-age youth."[379] Their
"youth series" "tackled a subject that the vast majority of youth experience, but few pop musicians
articulate well: mental health and the desire to belong in society."[379] Wings (2016) focused on
temptation and sin.[380] The "Love Yourself" series utilized a narrative form to illustrate the excitement
of love, the pains of farewell, and the enlightenment of self-love.[170] Their lyrics, which often
include social commentary and criticisms of South Korean society, clearly reflect these. Songs such
as "No More Dream" and "N.O" from their school trilogy were motivated by their experiences with
South Korea's emphasis on education and called for change to the education system and societal
expectations.[381] Their experiences with youth culture in South Korea inspired the songs "Dope" and
"Silver Spoon" (Korean: 뱁새; RR: Baepsae) from their youth series, referencing generational
disparity and millennials giving up of romantic relationships, marriage, children, proper employment,
homes, and social life in the face of economic difficulties and societal ills while facing condemnation
from the media and older generations.[381] "Am I Wrong" from Wings (2016) questioned societal
apathy towards the state of current events—the lyric "We're all dogs and pigs / we become dogs
because we're angry" referenced the South Korean Ministry of Education official Na Hyang-wook,
who was a proponent of the caste system and described the average person as "dogs and pigs",
and BTS performed the song on television during the 2016 South Korean political scandal that led to
the impeachment of ex-President Park Geun-hye.[381] RM and Suga's personal struggles with mental
health inspired songs like "Tomorrow", "Intro: The Most Beautiful Moment in Life", "So Far Away",
"The Last", and "Forever Rain."[382][383] "Not Today" from You Never Walk Alone (2017) is an anti-
establishment anthem, with messages advocating for minority groups,[384] while "Spring Day" honored
the victims of the Sewol Ferry tragedy.[385]
Since their inception, BTS have believed that telling their story is the best way for the younger
generation to relate to their music.[22] Writing over 90 percent of their own lyrics,[386] the group
incorporates universal life experiences, such as sadness and loneliness, in their work and turn them
into something more light and manageable. RM has stated that he tries to not sound as if they are
preaching or reprimanding people in their songs, "as everyone has different lives and different
destinies".[citation needed] When asked if it is difficult to write about things like mental
health, Suga responded,
We feel that people who have the platform to talk about those things really should talk more,
because they say depression is something where you go to the hospital and you're diagnosed, but
you can't really know until the doctor talks to you. [...] More and more, I think artists or celebrities
who have a voice should talk about these problems and bring it up to the surface.[387]
BTS have been praised for "speak[ing] honestly about topics they deem important, even in a
conservative society" by Jeff Benjamin in Fuse magazine.[95] South Korean president Moon Jae-
in recognized their sincerity and inclusion of diversity as key to their success, writing, "Each of the
seven members sings in a way that is true to himself and the life he wants to live. Their melody and
lyrics transcend regional borders, language, culture, and institutions."[388]

Legacy and cultural impact

BTS performing at the Korea-France Friendship Concert in Paris on October 14, 2018

Legacy
BTS' work has influenced numerous artists, including (G)I-dle,[389] D-Crunch's Hyunho,[390] The
Boyz' Younghoon and Hwall,[391] SF9's Zuho,[392] Euna Kim,[393] Golden Child's Jaehyun,[394] Wanna
One,[395] IN2IT,[396] Park Ji-hoon,[397] Kim Dong-han,[398][399] Seven O'Clock,[400] Hyeongseop X
Euiwoong,[401] Noir,[402] Victon's Sejun and Byungchan,[403] and Loona.[404] After BTS released their
single "Idol," the National Gugak Center had to expand the amount of Korean instrument sounds
available due to increased demand from Korean and foreign producers alike.[405] K-pop idol groups
also began changing the themes of their lyrics from love stories to words such as "looking for myself"
following BTS' "Love Yourself" era and RM's speech at the United Nations.[406][407]

Cultural impact
BTS have been described as "easily the biggest and most successful name in K-pop in the world"
that can "do things no other name in their genre can",[408] with Time giving them the nickname
"Princes of Pop".[409] Billboard's Senior Vice President Silvio Pietroluongo said that BTS are
comparable to and as influential as the Beatles and The Monkees.[410] Nielsen Music Vice President
Helena Kosinski said that "although BTS weren't the first to open the doors to K-Pop worldwide, they
were the first to become mainstream. They don't just appeal to young people but also to the 50s and
60s age demographic."[411] As the first non-English speaking artist to make the Global Artist Chart in
2018, BTS had the second and third best-selling albums worldwide and were the second best-selling
artists worldwide in terms of physical, digital, and streaming platforms, coming second only
to Drake.[412][413][414] In 2019, BTS were again named as one of the top 10 Global Recording Artists of
the Year by IFPI, for a second time, ranking number 7.[415][416] In 2020, BTS became the first non-
English artist to be named IFPI's #1 Global Recording Artist of the Year. They currently remain as
the only non-English speaking act to enter that list.[346] In the United States, BTS accounted for 72.7
percent of the album consumption units generated by K-pop acts in 2018 out of a total of 17
acts.[417] In South Korea, BTS accounted for 41.9 percent of album sales in the first half of 2019, up
from their market share of 25.3 percent the previous year.[418] In November 2019, Billboard ranked
BTS at No. 4 on their Top Social Artist of the 2010s list, making them the highest group on the list.
BTS was also ranked No. 45 on Billboard's Top Touring Artists of the 2010s list. They are the
highest-ranked Asian act on the list as well as the only non-English speaking act.[419][420]
BTS have been often regarded as "the biggest boy band in the world".[421] They have also appeared
in various power listings. The most tweeted-about celebrities in the world in 2017 and 2018,[422][423] the
group was included in Time's list of the 25 most influential people on the internet from 2017 to
2019,[424] featured on the magazine's October 2018 international edition cover as "Next Generation
Leaders,"[425] and were listed as one of Time 100's most influential people in 2019.[426] The group was
also listed as one of the most influential artists of the decade by CNN, for "popularizing K-pop in the
US".[427] According to a JoyNews24 'Power People of 2019' survey among industry professionals,
BTS was chosen as number 1 with 74 votes, with number 2 being Parasite Director Bong Joon-
ho with 29 votes.[428] BTS also appeared in Bloomberg Market's 50 most influential in 2018.[429] BTS
topped the list of Forbes Korea Power Celebrity in 2018 and 2020, and ranked fifth in 2017 and
second in 2019.[430] In 2019, BTS ranked 43rd on Forbes' annual list of the 100 highest-paid
celebrities with earnings of $57 million.[431] BTS also ranked first on the list of 'Top Rank Global
Sustainable Future Leaders' during an announcement from the UN-sponsored SDG association at
the United Nations headquarters, while BTS' fanclub, ARMY, were noted as the 'Top Rank
Sustainable Global group'. Other notable people included in this list were Malala Yousafzai and Bill
Gates.[432][433] In California, BTS inspired a teacher to have his school be the first in the country to offer
a Korean American Culture and Society course.[434] Kang Soojung, exhibition manager at the
Museum of Modern and Contemporary Art, said that while preparing the 50th anniversary exhibition
called "Square", she was greatly influenced by BTS' hidden track "Sea".[435]
The group's influence has led them to address the United Nations at their 73rd General
Assembly[436][437] and to perform before 400 officials including South Korean president Moon Jae-in at
the 2018 Korea-France Friendship Concert in Paris, a summit meant to show the friendly relations
between France and South Korea.[438] Moon Hee-sang, Speaker of the National Assembly, said that
"BTS is doing most of our work,” attributing the results of his overseas trip to the credit of the global
group on an overseas trip to promote “sales diplomacy".[439] In September 2019, president Moon Jae-
in also mentioned BTS in his announcement for his '3 major innovation strategies for the contents
industry', stating that BTS has pioneered innovative business models that communicate directly with
fans.[440] In October 2019, The Ministry of Culture, Sports and Tourism selected BTS as a recipient
for a 'Letter of Appreciation', for showing the world the beauty of Korean traditional culture (Hangul,
Hanbok, Gugak) through creative re-interpretations in their music.[441] In December 2019, according
to the annual survey conducted by Gallup Korea, BTS were the most preferred artists of 2019 for a
second consecutive year.[442] According to the "2019 South Korean National Image" survey
conducted by the Ministry of Culture, Sports and Tourism and its affiliate the Korean Culture and
Information Service among 16 countries, BTS were chosen number 2 with 5.5% votes.[443] Despite
cultural medals traditionally being given to recipients with more than 15 years of notable
achievements, BTS became the youngest ever recipients honored with the Order of Cultural Merit by
the President of South Korea in 2018 after five years after debuting, due to their noteworthy
contributions in spreading Korean culture and language.[444][445] In 2020, they were again honored as
the youngest ever recipients (and only musician in the award's history) to receive the James A. Van
Fleet Award, in recognition of their outstanding contributions to the promotion of U.S.-Korea
relations.[446] On March 31, 2021, BTS and their well-maintained Wikipedia page were spotlighted in
the "Wikispeedia" episode of the popular American radio show and podcast "The Fuzzy Glove
Hour with Ken and Andy" on WFMU.[447] In June 2021, the Centro Cultural Coreano (CCC) (Korean
Cultural Center) in Argentina announced that it would host a Latin American K-pop contest inspired
by BTS and its influence. It is one of the largest contests to be inspired by BTS as it encompasses
several countries from a large region, including groups from Argentina, Bolivia, Brazil, Cuba,
Ecuador, Guatemala, Mexico, Paraguay, among other countries.[448]

Awards and achievements

Main article: List of awards and nominations received by BTS
BTS has received many awards and honors, including 33 Mnet Asian Music Awards, 29 Melon
Music Awards, 24 Golden Disc Awards, 20 Seoul Music Awards, 6 Korean Music Awards, 19 Gaon
Chart Music Awards, 9 Billboard Music Awards, 6 American Music Awards, and 6 MTV Video Music
Awards. BTS is also the first group in history to win Top Song Sales Artist at the Billboard Music
Awards, as well as 5 consecutive wins for Top Social Artist.[449] Having sold over 20.3 million albums
on the Gaon Music Chart, BTS are the best-selling artist in South Korean
history,[450][451] surpassing Shin Seung-hun's record of 17 million albums.[452] In South Korea, BTS hold
five Multi-Million albums and four Platinum streaming singles.[453][454] As the first Korean group to
receive an RIAA certification, BTS has one Double Platinum single, two Platinum albums,
three Platinum singles, two Gold singles, and one Gold album in the United States.[455] In Japan, BTS
is the first male foreign act to receive a Million certification for a single;[456] they also have two Multi-
Platinum singles, two Multi-Platinum albums, two Platinum albums and four Gold albums.[457] BTS are
also the first Korean group to receive certifications in the United Kingdom, with two Silver
single certifications for "Boy With Luv" and "Mic Drop",[458][459] one Gold single certification for
"Dynamite",[460] five Silver album certifications for Love Yourself: Tear, Love Yourself: Her, Face
Yourself, The Most Beautiful Moment in Life: Young Forever and You Never Walk Alone,[461] and
three Gold album certifications for Love Yourself: Answer, Map of the Soul: Persona and Map of the
Soul: 7.[462]
BTS have a large social influence and as of 2021, have attained 26 Guinness World Records,
including the world record for most Twitter engagements.[139] To date, they have spent 210 weeks at
number one on the Billboard Social 50 chart.[463] In October 2018, BTS was awarded a fifth-class
Hwagwan Order of Cultural Merit from the President of South Korea for their contributions in
spreading Korean culture and language.[444] In 2019, members of BTS were invited to become
members of the Recording Academy in honor of their contributions to music and as part of a push to
help diversify Grammy Award voters.[464][465]
On November 7, 2019, BTS became the first K-Pop act to remain on the Billboard 200 for a whole
year.[466][467] As of June 2021, "Love Yourself: Answer" has remained on the Billboard's main albums
chart for 100 non-consecutive weeks, making it the first and currently only Korean album to do
so.[468] BTS hold the record for the most weeks—16 non-consecutive—at number one on Billboard's
Artist 100 chart among all duos and groups,[469] while its 2020 single "Dynamite" holds the record for
most weeks—18 non-consecutive—at number one on the Digital Song Sales chart.[470]
In December 2020, Time Magazine named BTS their 2020 "Entertainer of the Year".[471]

Commercial influence and other ventures

Commercial influence
In 2019, BTS had been estimated to have revitalized the Korean music industry and have a 1%-2%
effect upon the entire Korean economy, in addition to its international influences.[472] Credited for the
surge in popularity of online purchases of K-pop items[473] and the growth of the Korean
Wave between 2016 and 2018 by the Korea Customs Service and Korea Foundation,[474] BTS were
cited as one of the main driving forces for the recovery of South Korea's music-related sector to
levels seen before China's 2016 ban on domestic cultural contents over soured diplomatic
relations.[475] Yung Duk Kim, vice president and chief operating officer of the Korea Creative Content
Agency, stated K-pop has “skyrocketed” since BTS' popularity surged, creating jobs not only for BTS
and their team but other K-pop idols as well.[476] Various news outlets coined the term the "BTS
effect" to refer to the commercial effects of BTS' influence, such as when KB Kookmin Bank savings
accounts increased six-fold compared to the prior year following BTS' endorsement and when stock
prices of entertainment companies in South Korea shot up for five days after BTS topped the
U.S. Billboard 200.[477][478][479] The effect was also observed when companies tied to BTS, such
as Netmarble, NetMark, Soribada, Key Shares, GMP, Diffie, and Mattel had their stocks rise.[480][481] In
October 2019, Mattel's international gross sales rose 10% to $721.7 million, lifted by sales of dolls
based on BTS.[482] Data firm SM2 Networks estimated Hyundai Motor received KR₩600 billion
($502 million) in promotional results after commissioning BTS as their promotional models in
2018.[483] The Bank of Korea Economic Statistics System stated that South Korea's BOP for music
and entertainment reached $114.7 million in the first quarter of 2019, attributing this to an improved
relationship between China and South Korea, and the breakout global success of BTS, particularly in
North America.[484]
Signed on as tourism ambassadors in 2017, the Seoul Metropolitan Government credits BTS for the
recovery of Seoul's shrinking tourism industry following the 2016 THAAD controversy, bringing in an
average of 790,000 tourists to Korea annually.[485] In December 2018, the Hyundai Research Institute
estimated that BTS were worth more than $3.67 billion to the Korean economy each year, attracting
one in every thirteen foreigners who visited Korea.[486][487] BTS' two day fan-meetings held
in Seoul and Busan in June 2019 generated a total economic effect of ₩481 billion ($408 million) to
both cities, accounting for 1.6% of Busan's 2018 GDP, and 0.9% of Seoul's 2018 GDP.[488] Their
three-day concert finale in Seoul for their Love Yourself World Tour in October 2019 was estimated
to have an economic value of almost ₩1 trillion ($862 million) and brought in 187,000 foreign visitors
to South Korea.[489] As of June 2019, BTS' economic effect on South Korea is estimated to be over
₩5.5 trillion ($4.65 billion) per year, about 0.3% of South Korea's GDP.[490] This is comparable
to Korean Air, the flagship airline of South Korea, who's percent contribution to South Korea's GDP
is 0.7%.[491] The 2019 annual ticket sales data released by the Korean online ticketing
site, Interpark revealed that BTS' world tour "Love Yourself: Speak Yourself" concert at the Seoul
Olympic Stadium ranked No.1, with BTS topping the ticket sales for the second consecutive year on
Interpark.[492][493] Outside of South Korea, BTS' concerts at Wembley Stadium were estimated to have
brought around ₩100 billion ($82 million) as a direct economic effect to the city of London.[494] After
BTS went to Malta for their show, 'Bon Voyage 3', the Malta Tourism Authority reported a 237%
increase of Korean tourists visiting the country, crediting BTS as the reason for the
increase.[495] Along with Ariana Grande and Drake, BTS were credited as a key act boosting global
music sales to $19 billion in 2018. Such profit had not been seen since 2006 after digital purchases
gained momentum.[496] In 2020, a joint report by the Ministry of Culture, Sports and Tourism and
Korea Culture and Tourism Institute estimated an economic effect of ₩1.7 trillion ($1.43 billion) to be
created by BTS' entry at number one in the Billboard Hot 100 chart with "Dynamite".[497] BTS were
again credited, along with The Weeknd, in boosting global music industry revenues to $21.6 billion in
2020 which was the highest figure since 2002.[498]
Forbes Korea named BTS the most influential celebrities of Korea in 2018 and 2020,[430] and BTS
ranked 43rd in the Forbes Celebrity 100 (2019) as one of the world's top-earning celebrities. As of
2019, BTS is purportedly worth more than US$4.65 billion to South Korea's economy each year, or
0.3 percent of the country's GDP.[490] They attract one in every 13 foreign tourists who visited South
Korea and were cited as one of the key acts in boosting global music sales to $19 billion in 2018.[486]

Endorsements
BTS have maintained numerous global endorsement deals in various industries throughout their
career. Partnered with Puma since 2015, BTS initially promoted its sportswear as Puma Korea's
brand ambassadors before expanding to become global ambassadors in 2018[499][500] and promoting
the remix of Puma's "Turin" and "Sportstyle" line worldwide.[501][502] In 2019, BTS signed with Fila to
endorse its sportswear.[503] BTS has also served as global brand ambassadors for LG
Electronics' 2018 LG G7 ThinQ telephone,[504] and for Hyundai Motors' 2019 flagship SUV the
"Palisade"[505] and hydrogen fuel cell electric SUV, the "Nexo".[506] Due to BTS' endorsement, Hyundai
received almost double the anticipated domestic order volume for the Palisade.[507] BTS became
global ambassadors of the electric street racing series Formula E to promote how electric vehicles
can help combat climate change.[508] In 2020, BTS partnered with Samsung Electronics,[509] releasing
a limited BTS-themed version of the Galaxy S20+ and Galaxy Buds+.[510] As the first male pop group
ever to collaborate with Dior, BTS sported ensembles from Kim Jones' Pre-Fall 2019 collection at
their concert at Stade de France.[511] As of April 2021, BTS have been chosen as Louis Vuitton brand
ambassadors.[512]

Fans shopping for BT21 goods at the Line Friends store in Mapo-gu, Seoul

In the entertainment sector, BTS published the webtoons Hip Hop Monster and We On through the
Nate Webtoon portal and Save Me in collaboration with LICO and Line Webtoon.[513][514][515] In the toy
industry, Mattel created dolls modeled off BTS' outfits from the music video "Idol",[516] Medicom
Toy created the "BE@RBRICK", a block-like toy featuring the BTS logo and accents modeled after
BTS' stage clothes,[517] and Funko released BTS versions of Funko Pops.[518] BTS also partnered with
popular Korean communication app Line, to create new Line 'characters' called BT21. The
collaboration initially produced emojis and electronic stickers, but later expanded to include fashion
apparel, footwear, accessories, and other merchandise.[519] Line flagship stores opened throughout
Seoul before spreading across the global market into Japan, Taiwan, Hong Kong and the United
States.[520] In the gaming industry, Nexon released character avatars based on BTS for
their RPG game Elsword,[521] and BTS worked with DalcomSoft to release the rhythm
game Superstar BTS in January 2018,[522] as well as with Netmarble Games for the story-based,
mobile simulation game BTS World released in June 2019.[523] In December 2020, BTS collaborated
with MapleStory, to design their own special in-game items inspired by their favorite MapleStory
childhood memories.[524] BTS have also collaborated with Casetify to globally launch a new tech
accessory collection[525] and ceramics company Kwangjuyo to release a BTS-themed line of
ceramics.[526] In the food industry, BTS will be collaborating with McDonald's to launch their own meal
that will be available in 50 countries.[527]
In Asia, BTS have worked as brand spokespersons for KB Kookmin Bank, one of the four largest
banks in South Korea.[528][529] Their collaboration generated the opening of over 180,000 accounts,
and BTS extended their contract with KB Kookmin Bank through 2019.[530] Coca-Cola
Korea[531] signed BTS on as their new campaign models for promotions during the 2018 World Cup in
Russia.[532][533] In the tourism sector, BTS have worked as brand models for Lotte Duty Free Shop
since 2017[534] and as honorary tourism ambassadors for Seoul as part of the 'I Seoul U'
program.[535] In the beauty and apparel industry, BTS have maintained a relationship with uniform
brand SMART since 2016, having renewed their contract with them through 2019.[536] BTS have also
promoted the face mask brand Mediheal,[537] the cosmetics brand VT Cosmetics,[538] the contact lens
brand Play/Up,[539] vitamin supplement brand Lemona,[540] Indonesian e-commerce
company Tokopedia,[541] massage chair brand Bodyfriend,[542] and Philippine telecommunications
company, Smart Communications.[543] In April 2021, BTS were selected as models for Lotte
Chilsung’s Kloud Draft beer.[544]

Philanthropy
See also: Love Myself (campaign)
In 2015, BTS donated seven tons (7,187 kg) of rice to charity at the K-Star Road opening ceremony
held in Apgujeong-dong.[545] The following year they participated in ALLETS's "Let's Share the Heart"
collaboration charity campaign with Naver[546] to raise donations for LISA, a Korean medical charity
which promotes organ and blood donation.[547]

Logo for BTS' Love Myself anti-violence campaign

In January 2017, BTS and Big Hit Entertainment donated ₩100 million ($87,915) to the 4/16 Sewol
Families for Truth and A Safer Society, an organization connected to the families of the 2014 Sinking
of MV Sewol. Each member donated ₩10 million and Big Hit donated an additional ₩30 million. The
donation was intended to have been made in secret.[548] Later that year, BTS officially launched
their Love Myself campaign, an initiative dedicated to funding several social programs to prevent
violence against children and teens and to provide support for victims of violence in partnership with
the Korean Committee for UNICEF.[549][550] BTS donated ₩500 million ($448,000) from the members
and 100% of all sales of official goods for the Love Myself campaign over the next two years in
addition to donations collected from donation desks installed by UNICEF.[551] In addition, 3% of the
sales from each album in the Love Yourself series (Love Yourself: Her, Love Yourself: Tear,
and Love Yourself: Answer) were donated to the cause.[550] Within two months of its launch, the
campaign raised an additional ₩106 million, taking the worldwide funds total to ₩606 million.[552] In
November 2018, UNICEF Korea announced that the Love Myself campaign had raised over
₩1.6 billion ($1.4 million).[553] By June 2019, it had surpassed ₩2.4 billion.[554] As of March 2021, the
campaign has raised ₩3.3 billion ($2.98 million) globally.[555][556]
In April 2018, BTS participated in Stevie Wonder's "Dream Still Lives" tribute to Martin Luther King
Jr. alongside other celebrities.[557] That June, the group donated to the ALS hospital building
fund.[558] In September, BTS attended the United Nations 73rd General Assembly for the launch of
the youth initiative "Youth 2030: The UN Youth Strategy" and its corresponding UNICEF campaign
"Generation Unlimited".[559][560] On behalf of the group, BTS' leader RM delivered a six-minute speech
in English about self-acceptance, as well as their Love Myself campaign.[561][559] According to UNICEF,
the goal of the initiative is "to provide quality education and training for young people".[562] BTS were
selected to attend due to their impact on youth culture through their music and social messages,
previous philanthropic endeavors, and popularity among the 15-to-25-year-old age
demographic.[559][560]
Starbucks Korea partnered with BTS in January 2020, for their "Be the Brightest Stars" campaign
that included limited-edition beverages, food and merchandise exclusive to South Korea. A portion of
the profits from the campaign went towards career and educational development programs for
disadvantaged youth as part of The Beautiful Foundation's Opportunity Youth Independence
Project.[563] Later that month, BTS participated in the Grammy week MusiCares charity auction event
hosted by Julien's Auctions.[564] The group autographed and submitted a set of seven microphones—
the first-ever authorized items from them to be brought to auction—used between 2017 and 2019
during their Love Yourself World Tour. Initially estimated to raise between $10,000–20,000, the lot
sold for $83,200, more than eight times its starting price and the highest of the event.[565] All proceeds
were donated to MusiCares, a non-profit organization that focuses on human service issues directly
impacting the health and welfare of the music community.[566] In June, BTS and Big Hit donated
$1 million to Black Lives Matter, one of the largest celebrity checks towards the movement in the
wake of George Floyd's murder; the group's fans matched the donation within 24 hours.[567][568] The
group later also donated $1 million to Live Nation's Crew Nation campaign to support live music
personnel during the COVID-19 pandemic.[569]
With the continuation of the pandemic into 2021, BTS participated in another MusiCares fund-raising
auction held on January 29.[570] The group donated a collection of outfits—their first time putting
costumes up for sale—from their "Dynamite" music video that were projected to raise between
$20,000–40,000.[571] The ensembles auctioned for $162,500, over eight times original
estimates,[572][573] and were the top-selling item of the event.[574] In March 2021, BTS renewed their
support for the Love Myself campaign for two more years, and pledged an additional $500,000 per
year to UNICEF Korea.[575] The group also became sponsors of UNICEF's global #ENDViolence
campaign, and will donate a further $1 million by 2022.[556][576] That same month, BTS donated seven
outfits from their "Life Goes On" music video to the Grammy week charity auction hosted
by Charitybuzz. Valued at $30,000, bidding took place from March 8–23. All proceeds went towards
the non-profit Grammy Museum Foundation's music education initiatives.[577]

BTS Universe

Logo for BTS Universe

The BTS Universe, also known as the Bangtan Universe or BU, is an alternate universe created
by Big Hit Entertainment that winds through the group's output. The webtoon Save Me closely
follows the story line, along with their book HYYH: The Notes 1.[578][579] The chronology of the universe
began with the song "I Need U" and spans to the present time.[580] It tells the story of the seven
members in an alternate reality and depicts their anxieties and uncertainties as they confront their
futures.[581][582] In a corporate briefing held on February 4, 2020, Big Hit also announced the upcoming
release of its sequel HYYH: The Notes 2, the recreation of five BTS songs into five picture books,
and the upcoming drama Youth to be produced in collaboration with Chorokbaem Media and
renowned screenwriter Kim Soo-jin.[583][291] Speaking to Billboard, Michelle Cho, an assistant professor
of East Asian Popular Cultures at the University of Toronto, said "As an audio-visual experience, "I
Need U" inaugurated the Bangtan Universe—the coming-of-age storyline that brilliantly integrates
the Most Beautiful Moment in Life [album] trilogy and continues in music videos, "concept videos"
(mini-films), and the multiform, open-ended narrative that's been serialized in album liner notes and
Twitter and Instagram posts."[584]
Mariejo Ramos from The Inquirer said about the universe "no other artists have successfully mixed
the same literary technique to pop music in such a scale." They used the alternate universe and
literary books, such as The Ones Who Walk Away from Omelas, as a framing device for their
albums.[585] Mixing the two has created an interactive environment for their fans who make theories
when new material or hints are released.[586][587][588]