The Multi-Billion Dollar Business of BTS

The members of the K-pop group BTS are more than just entertainers: they’re financial juggernauts who have contributed billions of dollars to the South Korean economy. The video below looks at how BTS leverages their massive global audience to develop lucrative brand partnerships with everyone from McDonald’s to Louis Vuitton. This bonanza of cash might not go on forever, though, with the group announcing they were taking a brief hiatus that could potentially blunt their branding power. 

Questions:

1. What unique value does BTS bring to brands like McDonald’s and Louis Vuitton?
2. Do you think BTS will continue to be a global financial juggernaut after going on hiatus? Why or why not?