With all seven members back, 'BTS-nomics 2.0' kicks off, boosting expectations for HYBE and retail stocks

According to The Financial News, ahead of the full-group comeback concerts by BTS (Bangtan Boys), central commercial districts in Seoul are being swept by a sea of purple, and the economic ripple effects are becoming visible. The financial investment industry estimates that about 260,000 people will attend the upcoming BTS shows. The influx of foreign tourists is expected to strengthen earnings momentum across entertainment, retail and tourism sectors, including HYBE.
Industry sources on the 21st noted that BTS’s return is likely to serve as a catalyst for a re-rating of HYBE’s corporate value.
SK Securities projects that HYBE’s consolidated revenue this year will jump 75.5% from a year earlier. Operating profit is forecast to surge 1,117.4% to 607.3 billion won, implying an operating margin of 13.1%.
IBK Securities also kept its target price for HYBE at 480,000 won and highlighted the arrival of the "BTS-nomics 2.0 era." Yuanta Securities Korea expects album sales this year to reach 32 million units, including the impact of BTS’s new release, while concert attendance is projected to climb 44.2% year-on-year to about 5.45 million people. Analysts say this will be a key driver of HYBE’s profitability improvement.
The retail sector is also enjoying direct benefits. According to Shinsegae Duty Free Myeongdong Branch, sales of BTS merchandise in its K-Wave Zone between the 11th and 17th jumped 190% from the previous week. Shinsegae Department Store Main Branch is seeing strong offline foot traffic, with weekend reservations for its pop-up store fully booked early. Yoo Jung-hyun, an analyst at Daishin Securities, said, "With the number of foreign visitors to Korea hitting record highs, BTS concerts are acting as a catalyst for inbound consumption," setting target prices at 410,000 won for Shinsegae, 145,000 won for Hyundai Department Store and 115,000 won for Lotte Shopping.
Hotels and convenience store chains have also moved into demand-response mode. Major hotels such as Paradise City on Yeongjong Island, Incheon, and The Westin Josun Seoul are rolling out room packages that include limited-edition BTS merchandise to capture demand. Convenience store chains CU and GS25 are stocking up on key items such as bottled water and energy drinks at their flagship outlets near Gwanghwamun, securing inventories up to 100 to 300 times normal levels in preparation for the surge in demand.
A source in the financial investment industry commented, "This BTS comeback is not a one-off event, but a macro variable that is lifting the entire consumption cycle for K-culture," adding, "An approach focused on large-cap stocks with high earnings visibility remains valid."

elikim@fnnews.com Kim Mi-hee Reporter