As the highly anticipated BTS comeback concert approaches on the 21st in Gwanghwamun Square, the Korean retail industry is witnessing a notable spike in sales, primarily driven by the influx of international ARMY fans flocking to South Korea. Among the sold-out merchandise are popular items like BTS keychains, toothbrush and toothpaste sets, and disposable bands. This phenomenon has been referred to as the 'BTS special,' revitalizing offline retail that had recently experienced stagnation due to the pandemic.

Duty-free stores, particularly the Shinsagae Duty-Free Store in Myeongdong, have become major beneficiaries of this surge in sales. This store features a K-Pop specialized area called 'K-WAVE,' prominently displaying BTS merchandise. During the period from the 13th to the 19th, BTS goods saw sales soar approximately 5.3 times compared to the previous week. The store's representative noted that BTS keychains are flying off the shelves, with frequent stockouts and restocks, and other items like crossbags and plush toys are also nearing sell-out status.

The effects of BTS's popularity extend beyond simple merchandise; products endorsed by individual members of the group are also enjoying increased sales. For instance, food items linked to BTS, such as the tuna gift set featuring member Jin, have seen combined sales increase by about 60%. Notably, the convenience of kombucha featuring the TinyTAN characters has led to a staggering 94% sales increase. In the fashion sector, Calvin Klein, featuring member Jungkook as its model, reported a dramatic 240% revenue rise, while Snow Peak, represented by member V, experienced a 42% increase. This surge showcases the power of 'chain consumption' among fans, who, after purchasing BTS goods, are also excited to shop at nearby stores.