BTS, local governments clash over boy band-themed tourist sites

Localities that have been seeing an increasing number of tourists thanks to boy band BTS are now on the verge of losing them as the group’s agency officially requested they refrain from installing any artist-related works in their cities ...

People lie on sunbeds at Maengbang Beach in Samcheok, Gangwon, a site made famous for being featured in boy band BTS's album ″Butter″ (2021). [JOONGANG PHOTO]

Localities that have been seeing an increasing number of tourists thanks to boy band BTS are now on the verge of losing them as the group’s agency officially requested they refrain from installing any artist-related works in their cities without permission.

A BTS structure set up in a photo zone near Maengbang Beach in Samcheok, Gangwon, famous for being the spot where BTS had their photo shoot for their megahit album "Butter" (2021), will be demolished this week. BTS’s agency, HYBE, sent an official document to the city in November asking it not to use the copyrighted work of its artist without permission.

“The concept images of the artist’s album that appeared on the information board and installations on the beach are copyrighted works of the agency, in which using them without authorization is a violation of the Copyright Act,” the document read.

The Samcheok city government restored the exact scene of the photo shoot in July 2021, placing parasols and sunbeds shown in the album photos and erecting a BTS installation. The installation immediately brought a surge of tourists, including BTS’s fans, ARMY.

Tourists take photos near the BTS structure installed at Maengbang Beach in Samcheok, Gangwon, popular for being featured in boy band BTS's album ″Butter″ (2021). [JOONGANG PHOTO]

According to the Korea Tour Organization, the beach ranked No. 6 among tour spots in Gangwon in 2021, up from No. 14 in 2020, based on navigation records and purchase data released by card companies. In 2022, the place was the third-most visited spot in Gangwon.

That is why the city government had engaged in talks with the agency since the end of last year to maintain the photo spot but ultimately failed to persuade them.

“We attempted to negotiate with the agency but did not have any other choice since the company was firm with its decision,” an official at the city government said.

A replica of a bus stop featured on the cover of BTS's ″You Never Walk Alone″ (2017) album at Jumunjin Beach in Gangneung, Gangwon [KOREA TOURISM ORGANIZATION]

The city of Gangneung also installed a bus stop near Jumunjin Beach, where the boy band shot their cover for the “You Never Walk Alone” album released in 2017. The city government installed the bus stop in June 2018 after the agency removed the bus stop featured in the album right after the shoot. HYBE has not requested the removal of the bus stop from the location yet.

The Gangneung city government sees that the bus stop does not violate the copyright law as it does not feature any copyrighted works of the boy band, unlike the one in Samcheok.

“BTS’s agency has not raised an issue about it yet,” an official at the Gangneung city government said. “We will try negotiating with them to maintain the installation if the agency brings it up.”

A photo zone of BTS on Oryuk Island in Nam District, Busan, was also removed in 2022, two months after it was created due to a request from the agency. The photo zone had been set after a video clip of Jimin, a BTS member from Busan, visiting the island was released.

“It is a pity [to demolish the structure] as the BTS structure had been a big help in boosting tourism in the region,” an official at a local government said. “We wish the agency could be more flexible in letting local authorities make use of their works.”

BY PARK JIN-HO,CHO JUNG-WOO [cho.jungwoo1@joongang.co.kr]