BTS Boulevard
Overview
BTS Boulevard (BTS 대로) is a term collectively referring to cases in South Korea in which a road is named after the popular music group BTS (Bangtan Sonyeondan; 방탄소년단), or in which street-creation projects have been pursued that make use of the group's symbolism. As K-pop established itself as a mainstream force in global popular culture, local governments, municipal authorities, and private companies increasingly sought to incorporate artists' brand value into urban space, and the most representative discussion thereof is the road name 'BTS Boulevard.' Beyond a simple road designation, it simultaneously embodies multiple issues: turning it into a tourism resource, revitalizing the local economy, and spatializing fandom culture.
Background
Global stature of K-pop
Since debuting in 2013, BTS has accumulated unprecedented achievements, including topping Billboard's main chart, being nominated for a Grammy, speaking at the United Nations, and receiving official medals from major countries such as the United States and the United Kingdom. Accordingly, demands to use their name as cultural heritage or a regional brand were raised centering on the fandom (ARMY) and local communities.
City branding and tourism policy
Local governments frequently use a strategy of reflecting a particular artist's fame in road names, park names, and plaza names to attract tourists. In fact, streets and sculptures related to idols, actors, and singers have already been created in places such as Busan and Seoul, and discussions of 'BTS Boulevard' are an extension of this trend.
Key Details
Name and naming method
In the road-name address system, 'daero' (boulevard) is a designation attached to large roads with a width of 40 meters or more, and generally uses local characteristics, historical figures, or symbolic place names. Therefore, for 'BTS Boulevard' to be actually introduced, it would have to go through deliberation by the Address Information Committee under the Road Name Address Act and procedures for collecting residents' opinions, and trademark and publicity rights issues would also need to be reviewed.
Symbolic sculptures and attractions
On such streets, media facades, murals, photo zones, and sculptures using the artist's symbols, lyrics, and album artwork are often installed. Fans visit them as 'sacred sites,' and a structure is created in which local commercial districts absorb fandom spending.
Tourism and economic effects
Artist-related streets become key hubs for 'fandom tourism,' in which visitors surge during particular periods. When linked with concerts, pop-up stores, and exhibitions, they have ripple effects that increase demand for lodging, food and beverages, and transportation.
Controversies and Issues
Appropriateness of naming public assets
Since road names are public assets shared by a particular generation and group over a long time, there is controversy over whether it is appropriate to attach the name of a popular culture star. Opponents cite the sustainability of trends and fairness issues, while proponents cite cultural pride and tourism effects.
Commerciality and allegations of preferential treatment
Criticism is also raised that naming a road near an agency's headquarters could be seen as preferential treatment for a specific company. Accordingly, local governments tend to focus on securing procedural legitimacy through collecting fandom opinions, public hearings, and ordinance revisions.
Latest Trends
Between 2024 and 2025, as BTS members continued to be discharged from military service, expectations grew for the resumption of full-group activities, and amid this, discussions about creating a 'BTS Boulevard' or similar artist commemorative street drew attention again. In particular, in the Yongsan and Hannam areas of Seoul and around Busan, street branding plans involving fandoms, local merchants, and local governments were steadily mentioned, and the trend of using popular culture content as a means of city branding strengthened. Meanwhile, practical tasks remain, such as conflicts with existing road names, inconvenience to residents due to address changes, and the possibility of trademark disputes. As of 2025, related projects are at different stages of promotion by region, and the exact official names and sections confirmed should be verified through local government notices.
Related Topics
- [[방탄소년단|BTS]]
- [[아미 (팬덤)|ARMY (fandom)]]
- [[도로명주소|Road name address]]
- [[K-팝|K-pop]]
- [[팬덤 관광|Fandom tourism]]