The announcement that BTS will headline the 2026 FIFA World Cup Final halftime show, alongside Madonna and Shakira, triggered a significant market reaction. Consequently, shares of South Korea's K-pop agency, Hybe, surged by 7.2% on Thursday. BTS's recent comeback was highlighted by a massive free concert in Seoul, which drew 18.4 million global viewers. Furthermore, the group released their tenth album, "Arirang," which achieved major commercial success. BTS is currently undertaking a world tour spanning 85 dates across 23 nations.
News that global sensation BTS will headline the 2026 FIFA World Cup Final halftime show alongside Madonna and Shakira caused a significant surge in the stock price of their agency, Hybe.
The announcement, posted on the official World Cup Instagram account, directly impacted the financial markets. On Thursday, Hybe's shares rose by 7.16%, equating to a market value gain of over 700 billion Korean Won (approximately $470 million).
BTS's recent activities highlight a major comeback following the mandatory military service for all group members. This return was marked by several high-profile events:
The group has commenced an eponymous world tour that began on April 9. This tour is scheduled to encompass 85 dates across 23 countries.