The Soft Power of BTS

The K-pop group BTS—by many metrics, the most popular band of all time—had a meteoric ascent before its members were called away by mandatory South Korean military service. Now, nearly four years later, the group has returned with a new record, “Arirang.” On this episode of Critics at Large, Vinson Cunningham, Naomi Fry, and Alexandra Schwartz delve into the album as well as the live-streamed concert and documentary that have accompanied its release, both on Netflix. “Arirang” is being framed as a return to the group’s Korean roots, albeit one that signifies a new, more mature era for its members, who are now in their late twenties and early thirties. The hosts consider BTS’s meticulously crafted image and its relationship to its devoted followers, known as ARMY. Intense fandom is nothing new—just ask the Beatles—but K-pop stans are particularly invested in the lives (and livelihoods) of their favorite idols, even paying for the chance to message them directly. “This further privatization of what we call parasociality,” Cunningham says, “if that can be monetized and organized, it really is the final frontier of the pop star.”

Read, watch, and listen with the critics:

BTS’s “Arirang”
“BTS: The Return” (2026)
“KPop Demon Hunters” (2025)
Justin Bieber’s “Swag”
“The K-Pop King,” by Alex Barasch (The New Yorker)
The music video for BTS’s “Swim”
“Judy Blume: A Life,” by Mark Oppenheimer
The Beatles’ “Let It Be”

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Critics at Large is a weekly discussion from The New Yorker which explores the latest trends in books, television, film, and more. Join us every Thursday as we make unexpected connections between classic texts and pop culture.

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