The securities industry expects BTS’s full-group comeback to serve as a key catalyst for HYBE’s share price. Hwang Ji-won, an analyst at iM Securities, stated, “With BTS returning as a complete group, HYBE’s projected operating profit for 2026 is expected to reach 514.9 billion won, representing a 622% year-on-year increase,” adding that “the operating margin is also expected to recover to the double-digit range.” He further noted, “Once the world tour begins, it is expected to attract approximately 3.5 to 4 million attendees, increase the proportion of performances in North αмєяι¢α and Europe, and drive higher average ticket prices due to pent-up demand.”

Hwang also said, “Following the release of the new album in March, the world tour is expected to begin in April. When factoring in growth across merchandise, album and digital music sales, as well as revenue from various content such as documentaries, VOD, concert films, and online live streaming, there is ample room for further upward revisions to earnings.” Choi Min-ha, an analyst at Samsung Securities, commented, “BTS’s new album and world tour significantly increase the likelihood of setting a new all-time record for concert attendance among K-pop artists.”

Because this is BTS, their first steps carry more weight and significance than those of any other artist. That is why the group and BigHit Music have been extremely cautious in planning their return, spending more than half a year after the members’ military discharge preparing for a full album and world tour scheduled for 2026. As the plan has gradually been revealed, it has met—and lived up to—global fans’ expectations!

On this occasion, fans have praised the promotional campaign BigHit Music is executing for BTS, particularly its strong and deliberate integration with ARMYs. Why does this stand out? Traditionally, most entertainment companies rely on PR strategies that involve sending press releases to major media outlets, which then publish exclusive stories that fans and the general public subsequently consume. This time, however, BigHit Music reversed that approach by placing fans at the very core of the campaign.

In fact, since December 31, 2025, fans around the world had been spreading word of mouth that March 20, 2026, was believed to be BTS’s official comeback date, as it was printed on a special physical letter sent to Weverse Gold Membership holders. Fans became the primary source of information; because they possessed and shared the news firsthand, the media learned of it afterward and cited it in their reporting.

Additionally, in the early hours of the New Year, all of BTS’s official social media accounts simultaneously reset their visual layouts. Fans were the first—and fastest—to notice and discuss this unusual, coordinated change. As the internet buzzed with consecutive hints and movements, casual observers and non-fans were naturally drawn in, prompting curiosity: “What’s going on with BTS?”

Once fans had already widely discussed and confirmed nearly 90% of the information, BigHit Music officially confirmed the news to the media on January 1, 2026, followed by the launch of a comeback countdown website starting January 2. Rather than releasing a dry, conventional announcement, BigHit opted for a calculated “leak” strategy, leveraging word-of-mouth marketing and collective fan psychology.

Netizens praised BigHit Music for accurately recognizing the power of centering marketing activities around ARMYs’ actions. Instead of spending heavily on billboard advertising, BigHit used experience-driven engagement to turn each fan into a promotional ambαѕѕador. A single news article may deliver accurate information, but its impact is fleeting. Fans continuously talking about that information, however, create an entirely different level of influence. Given that BTS’s fandom is widely known as a powerful global community, this approach allowed news of the comeback to spread rapidly worldwide while leaving a long-lasting aftereffect.

Moreover, placing fans at the core of the strategy further deepened the close bond between BTS and their au∂ιєnce. ARMYs were the first to learn about every step of the group’s next moves, reinforcing the priority BTS places on their fans. Fans are no longer merely pαѕѕive consumers of content; they have become co-creators of the promotional process itself—a role that fan communities have always excelled at.

On social media, many fans have commented that this is the best promotional plan BigHit Music has ever built for BTS, calling it “real promo,” saying:

- This is the best promo bigнιт has ever done with bts! Creative, unpredictable and “collaborating” with armys trusting them to spread all the information and media. Organic buzz and curiosty to even no fans. For this cb… fans are the REAL promo!

- And ppl still dare saying that Bigнιт doesn’t promote them well. Like, idk much abt kpop maybe but not only i never saw idols sending letters to their fans but i also never saw a mediatic wave like this. Mind you even African medias talked abt this 

- Feels like we're guided step by step to hunger games tbh. I'm so excited and giddy and my nerve system dancing like 

- people keep going on about bigнιт dropping the ball with the announcement when really they’re just easing us in like guys i think this is fun !

- i think the logo will slowly change like the butter countdown...

- Omg this is so exciting!! I think this is very good promo 

- i will be waking up to 77+ missed updates we are so back

- i like how they're not really announcing anything , everything is sorta hidden for people to find

- at this rate, i think we are going to be teased with these little spoilers every single day, stay strong bora sol∂ιєrs, yoongi didnt raise weak вιт¢нes

- We are doing amazing in terms of promo cause everybody is anticipating for new updates and information and people are speaking abt it… alot. Now we just have to make sure words spreads to army across all platforms, prepare our funds and buy premium accounts on music platforms

- Honestly, I love the way they’re doing it, because instead of dropping a single announcement, they’re revealing things little by little—and, more importantly, they’re doing it for us. Even though I already know, I still get excited every time soмєтнing new confirms the comeback even more.

- I love this roll out actually!! I feel like each step gets bigger and we get more clues to the big reveal!! I love the mystery