While part of BTS‘s global appeal is that their music connects people all around the world of different age groups and cultures, the majority of their fans are millennials – hence their fandom name, Adorable Representative M.C for Youth (A.R.M.Y).
BTS has built up such a rapport with the youth of today that Incheon Airport has employed BTS to “target millennial tourists” through their exclusive BT21 characters.
Eight promotional films featuring BT21 characters—designed by the BTS members in collaboration with Japan’s Line—are set to air at the airport during July to “build a sense of familiarity” for foreigners at the airport.
“85% of travelers to Korea are from Asia, 60% of whom are millennials. This project reflects the need for a marketing strategy targeting (the younger age group).” — Incheon International Airport President and CEO Chung Il Young
BT21 characters represent the band and its seven members, with one extra member, known as “Ban” who, according to RM, represents A.R.M.Y. Since its launch in December last year, the concept has expanded to include cosmetics and clothing.
The airport’s decision to team up with BT21 to connect with millennials seems to be working already, with fans on social media interacting with the short films that feature the cute characters.
— BT21 (@BT21_) July 10, 2018
— BT21 (@BT21_) July 9, 2018
— RM💜 5years with @BTS_twt (@RMisMyMaster1) July 9, 2018
Oh my! I'm screaaaaaaaming so loud. They're sooo sooo cuteeee 📢📢📢📢 Even Koya's ear fall off 😂😂😂@BTS_twt #HAPPYARMYDAY #PurpleARMYDay #BTSARMY #TeenChoice #ChoiceFandom #BT21 pic.twitter.com/301UJN7vMw
— 방탄수년단 'Ddaeng' Era 💜 (@eraaaa04) July 9, 2018
— ℓαℓα ✧*:･ﾟ (@taematoes) July 9, 2018
Incheon Airport described its joint project with BTS as “a historic collaboration with the very best names in the world”, and it’s already being proven right!