Lee Hae-rin is a City Desk reporter at The Korea Times, covering social issues, tourism and taekwondo. She is passionate about speaking up for the rights of minorities, including women, LGBTQ+, people with disabilities and animals as well as discovering the latest makgeolli trend in town. Feel free to reach her at lhr@koreatimes.co.kr.
BTS comeback sparks astronomical hotel price hikes in Busan
K-pop group BTS / Courtesy of BIGHIT MUSIC
By Lee Hae-rin
BTS’ long-awaited full-group comeback concert in Busan is still months away, but hotel prices in the southeastern port city have already hit exorbitant levels, rekindling anger over “rip-off” room rates whenever mega-events come to town.
Some properties have reportedly hiked prices by up to 10 times and even asked guests with existing bookings to cancel so they can resell at higher prices.
The group will return as a full act for the first time since all members completed their mandatory military service, kicking off a world tour in April that will stop in North America, Europe, South America and Asia.
Busan is the only domestic venue outside Seoul, with shows slated for June 12 and 13 — the latter doubling as BTS’ debut anniversary and a homecoming for Busan-born members Jimin and Jung Kook, intensifying demand from both local and overseas ARMY, their official fan base.
As of Friday, on local booking platforms, many hotels across key tourist areas such as Haeundae, Gwangalli and Gijang were already sold out for the concert dates within hours of the schedule dropping. Remaining rooms show steep markups: one five-star hotel that charged about 330,000 won ($224) per night the previous week is listing over 1 million won for the same room during the concert period, while a mid-range property in Dongnae that was 68,000 won on June 10 is priced at 769,000 won on June 12 and 13.
Budget accommodations are no exception. A motel in Busanjin District that usually charges around 60,000 to 90,000 won a night has set rates above 500,000 won on concert days, and some small hotels have posted prices over 1.4 million won for a single night.
In online communities, fans have shared screenshots of text messages from operators citing “BTS concert demands” as they urge guests to cancel.
For many, the uproar feels like déjà vu.
In 2022, when BTS staged a free concert in Busan to support the city’s World Expo 2030 bid, some hotels near the venue were found to be charging 20 to 30 times their usual rates, with a two-night stay that normally cost about 300,000 won soaring to as high as 7.5 million won. Similar controversies emerge almost every year around the Busan Fireworks Festival, when guests report sudden cancellations or last-minute demands for extra payment.
The Korean government has taken notice. Last year, President Lee Jae Myung ordered officials to come up with measures against tourist price gouging, warning that such practices damage regional tourism and the country’s image.
Yet city officials say their hands remain largely tied, as current laws allow hotels and guesthouses to set rates freely, making it difficult to punish establishments simply for raising prices during peak demand. Authorities can only step in when operators unilaterally cancel confirmed reservations or coerce guests into paying additional fees, which can lead to administrative sanctions.
Meanwhile, the city plans once again to dispatch officials and tourism association staff to accommodation clusters to conduct on-site guidance and “moral suasion” campaigns urging reasonable pricing.