What BTS’ Military Service Tells Us About Soft Power

K-pop, K-drama, K-beauty—South Korea’s cultural exports are the results of then-president Kim Dae-jung’s 2001 initiative to begin industrialising the country. By 2009, the Korea Creative Content Agency was established, and large businesses pumped significant funding into the media and creative enterprises. Alongside countries such as France, Germany and Japan, South Korea is a master in wielding what political scientist Joseph Nye describes as ‘soft power’, the ability to shape other countries’ perception and decisions through appeal rather than coercion (‘hard power’). South Korean cultural exports are expected to bring in US$70 billion and counting in 2023, a direct result of government investment.

South Korea is a master in wielding ‘soft power’.

Unlike charging in with tanks, explosives and threats, soft power has to feel apolitical to achieve its purpose. In other words, its intrinsic value must resonate with its audience in an organic way. If the audience senses a propagandistic motive, not only will trust be lost, but their perception of the said subject will decline drastically. This strategy has worked so well that North Korea has even created its own pop group, Moranbong Band, and the Sinuiju Cosmetics line—though to little global success.

Beyond a Hallyu (Korean Wave) success story, BTS’ lyrics, performance and artistic sensibility have always been a call for unity, hope and resilience. This messaging is central to the band’s cultural diplomacy efforts, one championed by the South Korean government.

In 2017, for example, BTS launched the ‘Love Yourself’ campaign with UNICEF designed to ‘end child violence and neglect’ as well as promote the ‘self-esteem and well-being’ of youths alongside an album of the same name. It was the first partnership of its kind between global UNICEF, Korean UNICEF and Big Hit Entertainment (now HYBE), rather than the top-down approach of UNICEF appointing a celebrity as ambassador.

Last year, President Moon Jae-in bestowed BTS the title of ‘special presidential envoys for future generations and culture,’ and, armed with diplomatic passports, the band gave their second address at the UN General Assembly. Alongside the president, they explored youth-centric concerns such as the pandemic, climate emergency, poverty and the job market, and mental health struggles while echoing South Korea’s policy priorities. Over a million tuned in, a number never before seen on the UN’s streaming platforms. Most recently, in May 2022, the band was also invited to the White House for a discussion with President Joe Biden regarding the rise of anti-Asian hate crimes in America and the importance of inclusion initiatives.

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Musicians acting as critical wielders of soft power can be traced back to the birth of the opera in the 17th century. Embedded in this Italian art form was the intent ‘to project the power of the princes of the time’. In the 20th century, Shostakovich’s Leningrad, composed in 1941 during the siege of the city, was broadcast as an anthem for the Soviet resistance against Nazi invasion. During the Cold War, American jazz musicians participated in a string of international tours as ambassadors of pluralistic values and identities. In contrast, Elvis Presley was famously recruited in order to squash his counter-culture status. More recently, Ukraine’s resounding win at last year’s Eurovision—the performers were given special permission to leave the embattled country—was as much a show of solidarity against the war as a vote for the winning song itself, which has gone on to become a resistance anthem. Today, the conflict has resulted in many deaths, with musicians fighting, and even dying, for their country. The costs of war are real, and musicians are not exempt.

BTS is conscious of its influence. During BTS’ White House speech, member Jeon Jungkook stated:

‘We still feel surprised that music created by South Korean artists reaches so many people around the world, transcending languages and cultural barriers. We believe music is always an amazing and wonderful unifier of all things.’

Fans speculate an exemption was never on the table. If they had been granted one, the rhetoric would’ve been two-fold. On the one hand it would be seen as anti-nationalism: ‘BTS has been Westernised, turns their backs on mandatory military!’ On the other, a form of unjust favouritism: ‘BTS exempted from the military, South Korea’s better-than-everyone darlings.’ The band’s service, then, may have always been a question of when, not if. And the members have demonstrated immense restraint and stratagem by announcing it after their final concert (for now, that is), in Busan. To support the city’s bid to become a World Expo host in 2030, the Borahae-fication of Busan was as unstoppable. The city added 12 additional incoming flights, 50 extra trains across all lines, and rerouted airport busses to accommodate visiting ARMYs from across the globe. Less than 48 hours after demonstrating their social and economic impact, HYBE’s statement that the group would enlist sent government officials into a frenzy. According to The New York Times, this move could cost a projected US$5 billion loss for the South Korean economy. Annually.

The dissonance between BTS’ core vision and militaristic culture is jarring.

Taking charge of their future not only preserves their personal agency and inherent value as cultural leaders, but it demonstrates a consciousness of the power modalities at play and the responsibilities of their citizenship. In the face of global geopolitical and economic upheaval, this decision signals a different kind of future, but one the band members are doing their best to handle with grace. In their acceptance speech at The Fact Music Awards, held in October not long before they made their surprise announcement, Jeon Jungkook said: ‘We will work hard to become your forever artists.’

To me, the completion of BTS’ military service in 2025, this promise, and their unfolding legacy are received twofold. As a global citizen, world events leave me concerned and, at times, jaded. But as an ARMY, I’m still holding onto the hope that the best is yet to come.