It is not just choreographed dance routines and catchy songs, but a powerful marketing machine, well-tuned to the passion points of its target audience that has driven the success of the K-Pop band BTS says Bethany Bloch of Mutant Communications “Do you know BTS?” The oft-repeated line began as a question that Jin, one of the members of K-pop group BTS, would ask random people during its early days, when few outside of South Korea were aware of them. But now, Jin asks this question semi-ironically, knowing many people around the world know exactly who the group is. Which is to say, if you don’t know BTS, you haven’t been paying attention. Since their debut in 2013, BTS has been making headlines, topping music charts, and breaking linguistic and cultural barriers across the world in a way that no other Korean act has. In 2018, BTS’ popularity boomed worldwide, and in Singapore, tickets to their 19 January concert at the 55,000-seat National Stadium sold out in four hours. Demand f...