The '7-Year Curse' Debunked: BTS, Blackpink & the New Global K-Pop Era

As the leading K-pop acts make their return to the spotlight, they establish a challenging new standard for those who aim to follow in their footsteps.

Some groups manage to last ten years in the harsh world ofK-pop. However, on a lively June night in Goyang, major industry leadersBTSmarked 12 years since their initial emergence in the spotlight.

The 2025 BTS Festa held last month attracted over 60,000 fans who filled the Kintex venue in a Seoul suburb to celebrate the group’s anniversary and witness all seven members of BTS reunite for the first time since completing their required military service.

That same weekend, BTS member J-Hope concluded the final dates of his global tour at a nearby stadium complex.

During a live broadcast, the group sparked online excitement by revealing that a new album and an eagerly awaited world tour are planned for the spring, much to the joy of their international fanbase, known as “Army”.

Hello everyone, we’re back,” said band member Jimin to the audience. “We’re also preparing a world tour along with the album. We’ll be visiting fans across the globe.

Only a few days prior, thousands assembled outside Hybe’s office, the company representing the group, in Seoul’s Yongsan area, enduring the summer heat for a brief view of their favorite stars.

Since making their debut in 2013, BTS have overcome the “seven-year curse,” a well-known challenge in K-pop that signifies the usual duration of management contracts and often signals the end for many artists.

Military duties, personal goals, and public controversies have cut short the careers of some of the industry’s most talented stars. But BTS, like their peersBlackpink, have revised the rules, demonstrating that they are not only survivors but also trailblazers at the height of international pop culture.

With both groups set to continue their activities during the peak of their popularity, a lingering question arises in the K-pop industry: can any new group achieve a similar remarkable path, or are BTS and Blackpink unique, once-in-a-lifetime talents?

For Kim Jeong-seob, a professor at Sungshin Women’s University and an expert in Korean pop culture, the bond between BTS and their fans extends beyond mere admiration – it resembles a family relationship.

“Individuals who are fans of BTS can be viewed as lifelong companions to the seven members of the group,” noted Kim, who has also authored books on the group’s worldwide influence.

The group’s lyrics, frequently focusing on topics such as self-love, mental well-being, and personal identity, have connected deeply with their listeners. Their impact has gone beyond music, encouraging community involvement as BTS fans unite for various causes ranging fromBlack Lives Matter to the Palestinian struggle for freedom.

Even while the group was on break, the BTS Army stayed strongly devoted, watching behind-the-scenes videos on YouTube and exclusive material on Hybe’s Weverse platform.

Offline, local fan groups flourished. Although BTS’ official Instagram page has over 77 million followers, grassroots communities across nations like Thailand and Mexico keep holding events, showcases, and charitable activities – highlighting the lasting influence of their fanbase.

Although they are seen as poets in their artistic expression, group members set trends in fashion and styles,” Kim stated. “If K-pop groups previously ruled the Asian market, acts like BTS and Blackpink now release music that is eagerly awaited by audiences around the globe.

That worldwide influence has become even stronger in recent years. BTS’ historicNumber One on Billboard in 2020breaking barriers for Korean artists in Western markets. Although earlier groups such as Wonder Girls and Big Bang had embarked on global tours, their significant influence in the West remained restricted.

At the same time, Blackpink’s comeback this year represented another significant achievement. Following a one-year break after their Born Pink global tour and the end of their initial agreement with YG Entertainment, the group came together again under fresh conditions for their Deadline world tour.

Their return performance at Goyang Sports Complex in July, including the live premiere of their single “Jump,” marked a confident, globally-focused approach. The tour’s two fully booked concerts at Los Angeles’ 70,000-capacity SoFi Stadium highlight their worldwide popularity.

Members of Blackpink have also excelled beyond the music industry. Rose’s partnership with Bruno Mars, “APT, reached number 3 on the Billboard Hot 100. Jennie took the stage alone at Coachella and appeared in the American dramaThe Idol. All four act as international representatives for high-end brands such as Chanel and Louis Vuitton.

This exposure has enabled them to establish key collaborations. Blackpink joined Interscope Records, part of Universal Music, in 2018, while Hybe’s 2021 merger with Ithaca Holdings, owned by Scooter Braun, positioned BTS next to international celebrities suchJustin Bieber and Ariana Grande.

Kim stated that these global collaborations were crucial to the group’s achievements abroad, while their return performances coincided with the presidentLee Jae-myungHis goal of growing South Korea’s cultural influence in a 300 trillion won (US$219 billion) domestic market and a 50 trillion won export sector.

“Their return will certainly draw investments across different areas of both local and global markets,” he stated.

With the country’s new administration focusing on enhanced interactions with nations such as China and Russia, the return of BTS’ activities will mark a new chapter for South Korea’s market. I even believe they have a possibility of receiving the Nobel Prize in the near future.

K-pop’s ‘next face’?

The two groups significantly influence the Korean music industry. According to Lee Yong-hwan, head of the business management team at the Recording Industry Association of Korea, physical album sales decreased by almost 20 percent during their absence.

The return of the two groups will result in significant spending from their renowned fan communities,” Lee said to This Week in Asia. “This involves extensive tours, international fan events, and exhibitions that all help boost the tourism industry.

The figures related to tourism also indicate the group’s impact. South Korea received 16.37 million international tourists in the previous year, nearly matching the 17.5 million high achieved in 2019. According to Lee, K-pop’s top stars serve as some of the nation’s most successful global representatives.

“Furthermore, these two returns will offer ample inspiration to other leading entertainment companies such as SM Entertainment and JYP, which are preparing their own major initiatives,” he added.

However, despite their achievements, industry experts wonder if a new wave of artists can maintain K-pop’s worldwide growth.Stray Kidshave reached the top of the US Billboard 200 andSeventeenhave gained a large following in Southeast Asia, but their influence at home is still limited when compared to BTS. Girl groups such asAespa and IVE, meanwhile, continue to strengthen their native popularity and broadening their reach.

The sector encounters additional challenges: Hybe chairmanBang Si-hyukis being probed for suspected deceptive trading andlegal disputes with girl group NewJeansintend to undermine the label’s progress

If their music label didn’t have any problems, New Jeans would be my top prediction for the next representative of the K-pop industry,” Kim stated. “However, there is increasing excitement surrounding the launch of a new boy group from Hybe later this year, as well as the rising impact of other groups.

K-pop is now appreciated across the globe.

Shin Jong-oh, director of the World K-pop Center

For Shin Jong-oh, the director of the World K-pop Centre in Seoul, there has never been greater enthusiasm for the genre. “There’s a phrase used by those in the industry that many K-pop groups make their debut each week,” he mentioned to This Week in Asia. “In the past, becoming a K-pop trainee was done through personal connections, but now there are open auditions taking place in nearly every part of the globe.”

Shin has participated in auditions across 32 countries, showcasing young talents who aspire to one day take the stage in South Korea’s most prominent venues.

“I believe it’s safe to say that foreign nations represent a secure market for K-pop groups nowadays,” he stated.

As you walk past street musicians in these foreign countries, you’ll often hear recognizable tunes and lyrics. K-pop is now appreciated everywhere you go around the globe.