South Korean K-pop stars BTS hit the right note of how to wield cultural power

When the South Korean boy band/K-pop sensation BTS takes the stage in Seoul this June, ending a four-year touring hiatus, it will mark more than just a comeback — it will validate one of the shrewdest soft-power decisions in recent memory.  

In 2022, at the absolute apex of their global dominance, the group’s seven members chose to fulfill their mandatory military service rather than seek exemptions, which would almost certainly been granted. Their management company, HYBE, supported the decision.