BTS

Fans use BTS (an acronym for Bangtan Sonyeondan) merchandise and unique fashion statements to establish their place within the fan hierarchy (including roles like true fans, multi-fans or successful fans), as well as to express their own individual sense of identity.

K-Pop fans have long been known to self-categorize by creating, joining and maintaining various online K-Pop fan groups.

There’s a place for everyone in this next-level fan club, which contributes to the remarkable density and cohesion of the BTS fanbase. They call themselves the ARMY, an acronym of Adorable Representative M.C. for Youth. Their transcendent self-acceptance message binds the participants across gender, age, nationality and religion.

The supportive nature of the community and brand has led to self-organizing groups that accomplish tasks or work on behalf of BTS, from translating lyrics (job-like applications required) to running integrated media and advertising campaigns.