BTS concert to boost retail stocks as fans flock to Seoul

A BTS fan poses on a staircase emblazoned with the name of the K-pop band at Gwanghwamun Square in Seoul, Thursday, two days before the group's comeback concert. Korea Times photo by Shim Hyun-chul

A much-anticipated comeback concert by K-pop juggernaut BTS set for this Saturday is raising expectations of a boost to retail stocks as tourists continue to flock in, market watchers said Thursday.

Yu Jung-hyun, an analyst at Daishin Securities, recommended an overweight view on the retail sector in her report, saying inbound visitor numbers are likely to hit fresh record highs as global fans travel to Korea ahead of the concert.

Shinsegae Department Store was named the top pick, with a target price of 410,000 won ($273). Hyundai Department Store and Lotte Shopping are also expected to benefit, with target prices set at 145,000 won and 115,000 won, respectively.

"With many overseas fans expected to visit Korea for the BTS concert, expectations are rising for a tourism-driven boost in nearby hotels and department stores," Yu said.

The country is also seeing an increase in foreign visitors' spending, the analyst added. Overseas card spending in Korea reached a record 20 trillion won in 2025, accounting for about 3 percent of total retail sales. The actual share is likely higher when including cash and other payment methods.

A weaker Korean won has also enhanced the country's appeal as a shopping destination for foreign visitors, the report read.

Retailers in Seoul are rolling out promotional events as about 260,000 people are expected to gather for BTS' comeback concert at Gwanghwamun Square.

Shinsegae Department Store has partnered with BTS' agency, HYBE, to open a pop-up store at its main branch in Jung District from Friday through April 12. The store operates on a reservation basis and offers a range of merchandise, including the K-pop group's new album and official light sticks.

Lotte Department Store said it will stage a "Welcome Light" event from Thursday through Sunday, running from 6 p.m. to 10 p.m., illuminating the exterior of its main store with purple backlighting, the signature color of the group and its fandom.

It will also hold a "K-Wave Shopping Week" from Thursday through March 29 at its main store, Jamsil branch and at Lotte Outlets inside Seoul Station, offering Korean culture-themed promotions for foreign visitors.