BTS released their tenth studio album, Arirang, on Friday, marking the group’s return after nearly four years and the completion of all seven members’ mandatory South Korean military service. The album’s release is accompanied by a free concert in Seoul, livestreamed globally on Netflix, and is expected to generate significant revenue, potentially exceeding $1 billion according to industry estimates.
While the album’s lead single, “Swim,” has been described as subtle and restrained, the sixth track, “No.29,” offers a striking departure. It features the resonant tolling of the Divine Bell of King Seongdeok, a national treasure of South Korea. This inclusion highlights a deliberate engagement with Korean cultural heritage, a theme increasingly prominent in the group’s operate. Earlier this month, the Gyeongju National Museum showcased a digital immersive video recreating the bell’s resonance, following a product line known as “Muetts” linked to the bell by the National Museum Foundation of Korea and HYBE.
Arirang, named after the iconic Korean folk song first recorded in the United States in 1896, explores themes of navigating life’s challenges and the complexities of fame. Lyrics from tracks like “Merry Move Round” reveal a sense of vulnerability, with the group questioning their own agency: “My life is a broken roller coaster, but maybe I’m the only one to blame.” The song “Normal” delves into the ambivalence surrounding celebrity, addressing the pressure to maintain a facade of happiness and the experience of facing criticism. “Now I understand the truth, some pain is real / If everything’s just happy, that ain’t real,” the lyrics state.
These introspective themes come after member Jungkook recently shared frustrations with the demands of being a K-Pop idol in a now-deleted livestream. Despite these expressions of difficulty, the album also asserts a commitment to their career. “Fantasy and fame, they’re the things we choose,” BTS sings on “Normal.” The track “They Don’t Know ‘Bout Us” directly addresses criticism, with the group asserting their continued authenticity: “You say we changed? We feel the same.”
The album’s release follows a period of individual pursuits for the members, including solo album releases and military service. The band’s return is viewed by many as a crucial moment for the K-Pop genre, which has faced recent scandals and declining album sales. HYBE, the band’s record company, saw its operating profit drop nearly 38% during the group’s hiatus, underscoring the significant economic impact of BTS’s absence. The group is scheduled to begin an 82-date world tour on Saturday, with further dates planned through 2027.
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