Busan retailers gear up as 100,000 BTS fans descend on city

Busan's retail industry is scrambling to capture spending by BTS fans ahead of the group's world tour concert "Arirang in Busan."

With an estimated 100,000 people expected to attend the performances on Friday and Saturday, local retailers are rolling out a wave of pop-up stores, themed exhibitions and discount promotions.

The push is informed by what happened in Seoul. When BTS held an event at Gwanghwamun Square in March, sales to foreign customers at Lotte Department Store's main branch jumped 135 percent year on year. Shinsegae Department Store's main branch posted a 48 percent increase. Convenience stores also benefited: sales at five GS25 outlets near Gwanghwamun rose 3.3 times compared with the same day of the prior week, while the store closest to the venue saw sales climb nearly fivefold. The 10 CU stores in the area recorded a 3.7-fold increase.

Busan department stores have prepared pop-up events and promotions for the concerts. Shinsegae Department Store's Centum City branch has set up a merchandise shop in its first below-ground floor event hall and a BTS music and content experience space on the second below-ground floor at its Hyperstage area, both running through Sunday. Busan-exclusive merchandise is also on sale.

Lotte Department Store is running gift events and preferential exchange rate promotions for foreign tourists across six of its department store and outlet locations, including its Busan main branch. Hyundai Department Store's Connect Hyundai Busan branch is hosting "K Street Festa," a showcase of Korean fashion brands including Setter and Covernat, through Sunday.

Food and beverage companies have also joined in. Hy and Paldo are targeting fans with "Ari," a product that BTS members helped develop — from flavor to packaging design. Limited-edition merchandise will be available at on-site booths on the day of the performances.

Convenience store chains are focused on improving demand forecasting. GS25 has stocked inventory based on data from BTS concerts in 2022. CU has divided affected stores into three sections — A, B and C — to tailor its response by proximity to the venue.

Busan has already established itself as a popular destination among foreign tourists. According to the Busan Tourism Organization, the city welcomed 451,943 foreign visitors in April, up 25.9 percent from the same month a year earlier. Visitors from China rose 82.4 percent and those from Taiwan increased 34.1 percent.

Foreign customer sales at Lotte Department Store's Busan main branch jumped 125 percent year on year in the January-to-May period this year, while Shinsegae's Centum City branch surged 267 percent. Sales through foreign payment methods at GS25 stores near Haeundae and Gwangalli in Busan rose 191 percent over the same period.

By Park Yeon-su