BTS. Courtesy of BigHit Music
BTS, which has established itself as a global pop icon, is facing criticism that it is losing its distinctive identity as a K-pop group amid an ever-expanding global stage and commercial expectations. Analysts say disagreements with their label, musical shifts aimed at the Western market, and the heavy mantle of a national brand are fueling the weakening of that identity.
The BBC in the United Kingdom, through an opinion piece on the 9th, focused on the dilemma BTS faces between artistic identity and global strategy as it prepares to release the new album ‘Arirang(Arirang)’ and launch a large-scale world tour. It noted that a documentary capturing the making of the new record openly exposed differences over musical direction between the members and their label HYBE; during a songwriting session, Jimin voiced doubt, saying “Honestly, I am not sure this is right,” while RM confided that he felt a physical aversion to commercially linking the representative Korean folk song, revealing deep artistic misgivings, the report said.
The outlet pointed out that the dilution of musical color and message is central to the identity controversy. Unlike the ‘Dark & Wild’ era, when they conveyed the frustrations and dreams of youth in fierce competition through sincere Korean lyrics that drew deep empathy, the new album appears to bear clear traces of catering to the Western market. With many multinational overseas producers participating and an excessive use of English lyrics, some fans have criticized that originality was sacrificed for profitability.
Pop music critic Park Hee-a said of the new release, “The sound quality is excellent, but unlike ‘Love Yourself,’ the clear message that once resonated worldwide does not come through distinctly.” The ‘Love Yourself’ album series won broad resonance across cultures with its focus on self-love, mental health, and personal growth. A K-pop blogger also expressed regret, saying, “I respect new challenges, but I miss their authentic Korean lyrics that used to comfort our hearts.”
The column also said that the immense burden shouldered as BTS has grown into a ‘national-level brand’ is another factor intensifying the members sense of identity confusion. The outlet interpreted BTS sharing through the song ‘Normal(Normal)’ that “I wish there were one minute when I could turn myself off(Wish I had a minute just to turn me off).” and Jungkook recently expressing frustration on a live broadcast, saying “I want to live the way I want to live,” as indicating the enormous pressure they feel.
