On March 24, Channel A reported that BTS’ Gwanghwamun comeback concert projections estimated nearly 260,000 visitors. Based on this, nearby convenience stores increased stock levels, added extra refrigerators, and prepared items such as kimbap, drinks, and desserts for expected demand.
However, the actual crowd was far lower. Police estimates placed attendance at around 40,000. Due to strict safety control and restricted access, foot traffic remained limited. As a result, large volumes of perishable food went unsold. In several cases, stores reportedly discarded 600 to 700 kimbap in a single day. Hence, daily losses were estimated at 1 to 2 million won.
At the same time, dairy products and packaged items continued to pile up. Meanwhile, store owners questioned the origin of the 260,000 estimate, stating that on-site conditions did not reflect such numbers. With this, backlash has grown, pointing to inaccurate crowd forecasting and uneven stock planning. However, another section of fans is defending BTS.
“The report is about only one store because it brought excessively large quantities. This is not BTS’s fault—Seoul has several stores,” an X user commented.
Fans keep questioning what is BTS’ fault is here if stores choose to purchase more items.
Others criticize the situation, calling it “overhyped” and saying the excessive preparation made the outcome seem disproportionate.
BTS performance drives surge in Gwanghwamun store sales
On the other hand, sales at convenience stores near Gwanghwamun Square increased on March 21 during the BTS performance, based on industry data released the following day. CU reported that revenue at 10 stores in the area rose by 270.9% compared to March 14.
In the case of the three outlets closest to the venue, sales grew by 547.8%, which is more than five times the usual level. Customer traffic began building hours before the performance, and later, after the event ended, another rise in transactions was recorded.
Product data showed that items for immediate use led demand. Bottled water increased by 831.4%, iced drinks by 813.4%, and coffee by 460.8%. Food items followed, with kimbap up by 1380.4%, sandwiches by 1146.7%, and triangle kimbap by 884.3%. At the same time, outdoor-use goods also rose. Battery sales increased by 50.7 times, hot packs by 12.8 times, and portable chargers by 11.9 times. BTS albums recorded a 214.3 times increase, with the top four sales positions taken by these products.
GS25 reported that sales at five nearby stores increased by 233.1%compared with March 14, while customer volume rose by 181.2%. Stores located along main movement routes recorded higher growth, with sales rising to 378.4%. Sales of simple meal items increased, including kimbap at 379.1%, rice balls at 290.0%, sandwiches at 309.0%, and bread at 560.7%.
Beverage and snack categories also rose, with bottled water at 541.8%, coffee drinks at 255.5%, snacks at 333.5%, and milk at 240.6%. Outdoor-related products showed higher increases. Hot packs rose by 5698.8%, portable chargers by 2016.9%, and batteries by 3530.8%. Transport cards increased by 647.5%. Fandom-related consumption also contributed, as IGIN Highball rose by 1742.3%. Limited items such as key rings and perfumes recorded combined sales exceeding 10 million won.
E-Mart 24 reported that sales across 36 stores in the Gwanghwamun and Jongno area increased by 39% compared to the previous week. Meanwhile, some stores recorded increases of up to 301%. 7-Eleven reported that sales across 40 stores in the Gwanghwamun and Myeongdong area increased by 117% compared to the previous month. Five major stores near the venue recorded increases of up to seven times.
BTS’ schedule began on March 20 with the ARIRANG album release, followed by a comeback live concert in Seoul on March 21. Promotions continue with the Spotify SWIMSIDE event in New York on March 23, leading into the release of BTS: The Return documentary on March 27. From April 9 onward, the ARIRANG World Tour begins in Goyang.
Edited by Shreya Jha
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