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From a BTS fan homestay experiment to AI dubbing technology and a musical that traveled to Slovakia and back, Busan is emerging as an unexpected hub for Korean culture's next chapter.
An estimated 100,000 BTS fans from around the world flooded Busan's Asiad Main Stadium on June 12, 2026, turning the South Korean port city into a sea of purple for the group's "World Tour Arirang IN Busan" concert.
BTS is bringing their "Arirang" world tour home to Busan on June 12 and 13, and the city is experiencing a surge in foreign tourism as two of the group's members — Jimin and Jungkook — hail from the southern port city.
Busan has launched the BTS THE CITY Arirang Welcome Center and a wide range of fan-focused programs ahead of BTS's June 12–13 world tour concerts, combining cultural experiences, AI-powered tourism, and a citizen homestay initiative to turn the event into a city-wide celebration.
With Busan hotels charging up to ten times their normal rates ahead of BTS's June concerts, Buddhist temples across the region are opening their doors to fans — and it fits right into Korea's booming "templcation" trend.
Busan has linked 71 global mobile payment platforms from 21 countries to its local Zero Pay merchant network, aiming to make it easier for foreign tourists to spend money in the city's neighborhoods, traditional markets, and small businesses.