A Historic Comeback Moment Shaped by BTS and Netflix… Pre-Show Media Briefing at the Scene for “BTS Comeback Live: Arirang”

An unprecedented event is taking place in Korea—right in the heart of Seoul. BTS (Bangtan Sonyeondan), who released a new album for the first time in four years, will present a live performance alongside Netflix at Seoul’s Gwanghwamun. “BTS Comeback Live: Arirang,” which will be streamed live worldwide through the global OTT platform Netflix, was made possible through collaboration among Netflix, HYBE, BIGHIT MUSIC, Seoul Metropolitan Government, and many others centered around BTS. Ahead of the event on March 21, Netflix held a pre-media briefing for “BTS Comeback Live: Arirang” at CineQube Gwanghwamun, located in Jongno-gu, Seoul, on March 20. Attendees included Brandon Riegg, Netflix’s Nonfiction Series and Sports VP; Garrett English, Executive Producer; Kim Hyun-jung, VP of BIGHIT MUSIC; and Yudong Ju, HYBE Music Group APAC Regional Representative. They discussed “BTS Comeback Live: Arirang,” taking place on March 21.

First, Brandon Riegg, Netflix’s Nonfiction Series and Sports VP, kicked things off by saying, “We’re very happy that our partnership with HYBE, BIGHIT, and BTS is happening at such a landmark moment.” He added, “Netflix is focused on its goal, ‘Entertain the world.’ From the very beginning, it was clear we couldn’t afford to miss a moment like this once we heard about the live plans.” Explaining that HYBE and BTS likely found the partnership appealing because Netflix can share these moments with people everywhere, Riegg said, “We’re proud that we can deliver a powerful shared experience—connecting people and bringing them together—to viewers across the globe.”

Riegg also said that Netflix “has always been a passionate fan of Korean content and entertainment,” and that it has been grateful for the chance to share various Korean works with the world. He described this BTS live performance as “something that shows how much trust Netflix places in Korea and in K-culture.” He further added that it’s especially meaningful to do it together in a historic place like Gwanghwamun.

Netflix has recently taken a bold approach to live events and live broadcasts. In January, climber Alex Honnold streamed “Skyscraper Live: Climbing Tall Buildings” while scaling a building in Taipei, Taiwan (in reality, the broadcast was delayed by a few minutes for safety reasons). Regarding Netflix’s efforts to broaden the horizons of live broadcasting, Riegg said, “It’s about making it possible for everyone to share the best moments on Earth,” while emphasizing that technical stability is the top priority. As a result, he said they invest in infrastructure and collaborate closely with local partners. On Netflix’s direction, he said, “Right now, there are so many entertainment choices, so I feel opportunities to connect people across the world all at once are becoming rarer. So when a chance like this comes along—one that can deliver an experience like this—I felt we should be part of it.” He also hinted that “BTS Comeback Live: Arirang” will be the biggest event among this year’s live offerings.

Garrett English, the executive producer of this live performance, said the biggest challenge is “how to achieve a balance between modernity and tradition.” He explained that the team’s goal is to bring BTS’s vision to life while respecting the historic surroundings in a harmonious way, adding, “We highlighted historic spaces like Gwanghwamun and Gyeongbokgung Palace, infused BTS’s modern sensibility, and worked to shape it into a dynamic production.” To bring it to life, he said they communicated closely with local partners, collaborated, and developed it together, adding, “Our top priority was making sure this historic space—and its history—came together in a truly harmonious way.”

English also thanked everyone involved, saying, “It’s an enormous event—both creatively and operationally,” and that he was glad to work alongside not only the BTS members but also the Seoul Metropolitan Government and various government departments. He added that the key task was to capture the scale in real physical terms while also showing that it’s an intimate, close moment between BTS and fans.

Yudong Ju, the APAC Regional Representative, said, “While preparing for this show, I was asked the question ‘Why Gwanghwamun?’ more than anything else.” He continued, “(Gwanghwamun) is tied to BTS’s identity. We thought about what ‘BTS-like’ really means and what kind of performance only they can deliver. It will become a historic moment that captures BTS—returning after about four years—and the new chapter that follows.”

In particular, regarding the album title (Arirang) and the venue for the first comeback, he said the idea began with a remark from Bang Si-hyuk, Chairman of HYBE, who oversees the comeback: “If BTS, which started in Korea and grew into a global superstar, is returning, then the starting point must be Korea—and it must be one of Korea’s most symbolic places.” This also aligns with HYBE’s vision of expanding the fan experience. HYBE believed it’s a culturally rare experience for fans and the public—and for both Koreans and foreigners—to raise a toast and enjoy the performance together at Korea’s most iconic locations, and that sharing this experience globally would be profoundly meaningful—so they moved forward with an event like this. Yudong said with strong confidence, “I’m sure it won’t be just a concert, but a historic and cultural event.”

Kim Hyun-jung, VP of BIGHIT MUSIC, explained their new album, “Arirang,” saying, “In their album, BTS put in the stories they wanted to tell and the emotions the members felt. You can think of this album as one that captures the emotions the current members are experiencing and the stories they want to share.” She also said that the outcome of their production process—after extensive discussion and deliberation by the BTS members, Chairman Bang Si-hyuk (executive producer), and many people affiliated with the company—is “Arirang.” She added, “It’s an album that begins with BTS’s roots—just like the name. And to deliver these feelings to people around the world, we used Korean and English to bring them into the album.”

When asked what Netflix viewers should hope to feel through this live stream, Brandon Riegg replied, “I hope it feels like they’re joining the biggest viewing party on Earth. Many fans can enjoy it, share their joy and excitement, and experience it together.” He also said that partnering with BTS for the first Korea-based live-streaming event was the only option: “There wouldn’t have been a better choice than BTS—no other option really came close.” He explained, “We want to create a kind of memory that makes people feel, ‘You can only experience something like this through Netflix.’ And when we collaborate with Netflix, it shows what becomes possible.” He noted that there are still some surprises he can’t reveal yet, but viewers can expect more live streams going forward.

Next, English explained that the “core” of the preparation process for this performance was “collaboration.” From the earliest stages of planning, they discussed with everyone involved—BTS members, Netflix, and the agency, along with all other stakeholders—how to understand the creative intentions BTS had and how to translate them onto the stage. He said the focus was making sure that message landed clearly with everyone on site, came through with energy during the show, and was delivered effectively to viewers around the world. He added, “For Netflix, this kind of live stream is also our first time, so we prepared with the resources and time we could—and I think we set a new standard in the entertainment industry.” He then teased, “There are a few surprises we haven’t shared yet,” building anticipation.

“BTS Comeback Live: Arirang,” streamed live on Netflix at 8:00 PM on March 21, will be broadcast to more than 190 countries as a live performance celebrating the release of “Arirang,” BTS’s new album. Marking their return as a full group for the first time in about four years, it expands beyond Korea’s representative group and puts BTS fully into the global spotlight—so viewers at the venue and around the world can experience the moment firsthand and feel why it’s capturing attention.