BTS’s Arirang comeback was supposed to be a triumph. What happened?

Key Points:

• BTS has returned from a four-year hiatus, during which members completed mandatory South Korean military service, with their sixth Korean-language album, Arirang, released last week amid high global expectations.
• The album Arirang, blending Korean folk elements with Westernized sounds, sparked controversy over its cultural authenticity and a promotional video accused of "whitewashing" a historically Black college.
• Reception to Arirang has been mixed, with some fans and critics praising the album, while others criticize its experimental nature, lyrics, and perceived lack of passion, highlighted by a notably low Pitchfork review.
• The promotional rollout included extensive events and a Netflix livestreamed performance that underperformed in physical attendance, leading to a significant drop in shares of BTS’s management company, Hybe.
• A forthcoming Netflix documentary, BTS: The Return, reveals internal creative tensions about the album and highlights the pressures on the group, while Hybe remains optimistic about BTS’s future despite recent challenges.