Netflix to stream BTS comeback ARIRANG from Seoul's Gwanghwamun Square to 190 countries
Netflix is positioning BTS’s comeback concert as the largest live event on its platform this year. The broadcast of BTS Comeback Live: ARIRANG is set for 8:00 PM on the 21st at Seoul’s Gwanghwamun Square, with around 22,000 tickets officially allocated for on-site spectators and a global livestream reaching 190 countries and regions.
A briefing held on the 20th at CineCube in Gwanghwamun introduced the project to international media. Participants included Cho Hyun-joon, Netflix Korea director; Brandon Leig, Netflix vice president; Kim Hyun-jung, BigHit Music vice president; Yoo Dong-ju, HYBE Music Group APAC representative; and Garrett English, Netflix chief producer. They outlined the scope and aims of the production.
Netflix described the scale of the production in terms of manpower and equipment. The company has laid 9.5 kilometers of power cables for the event, is deploying 200 walkie-talkies for on-site staff, and is using broadcast equipment weighing a total of 164,500 kilograms. The platform’s server capacity for the stream is 40 terabytes, underscoring a major investment in ensuring a seamless global broadcast.
Netflix’s leadership framed the event as a convergence of Korea’s historic site with contemporary global pop culture. Brandon Leig said the show will create a moment where K-culture can reach audiences worldwide from a historically significant space, connecting fans and viewers across borders.
HYBE’s Yoo Dong-ju stressed that holding the performance at Gwanghwamun, a symbol of Korean identity in the center of Seoul, offers a rare cultural experience for fans and the public alike. He said the aim is for Koreans and international viewers to enjoy a shared moment that resonates beyond language.
BigHit Music’s Kim Hyun-jung described ARIRANG as capturing BTS’s current identity and emotions, emphasizing that the performance embodies the group’s evolution from Korea to global resonance. The project, she noted, reflects BTS’s ongoing role in shaping a worldwide musical narrative.
Garrett English emphasized the creative goal of blending tradition with modernity. He said the production seeks a dynamic stage that honors the historical significance of Gwanghwamun while harmonizing with BTS’s contemporary elements.
For U.S. readers, the event highlights several broader implications. Netflix’s investment in a large-scale, live global broadcast of a K-pop event signals how streaming platforms may increasingly compete in live entertainment, potentially affecting content strategies, license deals, and viewer engagement in the United States. BTS has a substantial American fan base, and a successful cross-border live stream could strengthen U.S. demand for Korean music and related media. The choice of Gwanghwamun—an iconic Seoul landmark—illustrates how cultural diplomacy and media exposure are tied to both heritage sites and modern entertainment, with potential spillovers for tourism, cultural industries, and technology infrastructure that support global streaming. The four-year gap since BTS’s last comeback adds to the event’s cultural and commercial significance, both in Korea and abroad.