[ET시론] BTS생중계가 증명한 K소프트파워의 경제학

BTS's Gwanghwamun concert demonstrated K-pop's global cultural soft power through Netflix's unprecedented worldwide livestream, generating approximately 266 billion won in economic impact—a 300-fold return on 900 million won in public investment. The event proved that Korean cultural content transcends entertainment, driving national brand value, tourism demand, and industry-wide economic spillovers that position K-pop as a strategic national asset.