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The New York Times

14 Oct, 9 tweets, 4 min read

Kim Nam-joon
Kim Seok-jin
Min Yoon-gi
Jung Ho-seok
Park Ji-min
Kim Tae-hyung
Jeon Jung-kook

That’s an introduction to BTS. But to understand the world’s biggest boy group and its management company, now worth $4 billion, you need to meet their ARMY. 💜 nyti.ms/2GUM8GI

BTS’s name is an abbreviation of the Korean words Bangtan Sonyeondan (방탄소년단), or Bulletproof Boy Scouts.

On Thursday, shares in Big Hit Entertainment, which manages the group, will begin trading in South Korea in the country’s biggest IPO in three years.

But what investors are paying for isn’t necessarily Big Hit. It’s a vast, highly connected world of fans with a deep, even life-changing connection with BTS and its message of inclusivity and self-love.

They’re called ARMY. If you see this emoji, 💜, you know they’re there.

ARMY, whose name stands for Adorable Representative MC for Youth, is often narrowly depicted as a group of screaming teenagers. The reality is different.

While exact demographics are hard to pin down, BTS’s fan base cuts across lines of gender, age, religion and nationality.

BTS fans don’t just go to concerts or buy merchandise. Big Hit’s corporate meetings get millions of online views from the ARMY, who scrutinize business strategy.

Fans use social media analytics to set goals for BTS music releases, helping them climb global charts.

One of Big Hit's early innovations was providing fans with hours of video of the group living their daily lives — eating, working out, even just relaxing. BTS formed a unique level of intimacy with their ARMY, championing emotional openness and a focus on mental health.

Fans also look out for other fans.

Lawyers teach others about legal issues. Teachers offer tutoring. And as Big Hit’s IPO approached, fans with investment backgrounds offered advice on investing. nyti.ms/2GUM8GI

ARMY-led movements also raise money for causes on BTS’s behalf: Earlier this year, fans raised more than $1 million for Black Lives Matter, the Movement for Black Lives and other civil rights and advocacy organizations. nytimes.com/2020/06/08/art…

“We’re ARMY Incorporated,” one fan said.

“No one is in charge of us, really, and we don’t have a CEO unless you consider that BTS.” nyti.ms/2GUM8GI

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