"There Was No Better Choice Than BTS"... Netflix and HYBE to Stage a 'Historic Live' at Gwanghwamun

[The Financial News] Netflix and HYBE are using BTS’s comeback as a springboard to present a new model for global live entertainment. The two companies describe this collaboration not just as a concert, but as a "cultural event to be experienced simultaneously around the world."

On the 20th, at CineCube in Gwanghwamun, Seoul, Netflix Vice President Brandon Riegg held a pre-event media briefing for "BTS THE COMEBACK LIVE | ARIRANG." He outlined the significance and vision of the live broadcast of the comeback show that will take place at Gwanghwamun on the 21st.
Riegg said, "When we considered our first live-event partnership in Korea, there was no better choice than BTS," adding, "We felt there was nothing bigger than BTS." He went on to stress, "Our goal is to make it possible for audiences to experience the largest-scale pop culture events in the world on Netflix, anytime."
He particularly noted, "We want to offer a live experience that can only be had through Netflix," and added, "This stage will show just how far we can expand when BTS, HYBE, and artists work together." Speaking about the show, he expressed confidence, calling it "a spectacle on a level that has never been seen before."
He also hinted at future expansion. Riegg stated, "We have a variety of projects currently under discussion," and added, "We will continue to roll out large-scale live content that is exciting and engaging."

HYBE also framed the significance of this show as lying at the intersection of "identity and vision." Yoo Dong-joo, Head of HYBE Music Group for APAC, said, "The question we were asked most often while preparing this performance was, 'Why Gwanghwamun?'" He explained, "We started from the question of what a truly BTS-like performance is, and what kind of show only BTS can deliver."
He continued, "This comeback after about four years is a historic moment that will show 'BTS after BTS.'" He added, "We decided that the starting point for BTS, who have grown into global superstars, to return had to be Korea—and among all places, the most symbolic space in the country."
Yoo stressed that this project is closely aligned with HYBE’s core strategy. "HYBE embraces 'expanding the fan experience' as a key vision," he said. "The very act of Koreans and international visitors enjoying a performance together in a symbolic Korean space is a rare cultural moment." He added, "Netflix is the most suitable partner for extending this experience to a global audience."
He concluded, "This performance will not be just a concert, but a historic and cultural event," and emphasized, "Together with fans around the world, we will create truly iconic moments."
This collaboration is drawing attention as a new type of global live model that fuses a content platform, K-pop intellectual property, and urban public space. With Netflix championing a "simultaneous viewing experience" and HYBE advocating for "expanding the fan experience," the BTS comeback live show is expected to go down as the first test case at the intersection of these two visions.
jashin@fnnews.com Shin Jin-ah Reporter