By Honorary Reporter Mathilde Lafage from France
Photos = Mathilde Lafage

An annual event from June 13-14 at KINTEX (Korea International Exhibition Center) in Goyang, Gyeonggi-do Province, welcomed thousands of fans from around the world to celebrate the 12th anniversary of BTS' debut. 

The BTS Festa is a highlight for Army, the global fan community of the boy band. This year's edition holds higher significance as all seven members finished their mandatory military service.

KINTEX was the venue as the event was held outside of Seoul to accommodate a larger crowd. Since BTS member J-Hope was performing two concerts on the same dates at Goyang Stadium, this allowed the Army faithful to attend both events.

I attended both the Festa and J-Hope's concerts. With my background in technology and innovation, I paid close attention to the digital solutions used to enhance the fan experience.

The entrance of the 2025 BTS Festa (left) and its slogan "We Are Back" herald the return of the group's members from mandatory military service.

Fans living abroad or unable to attend could still participate in the celebration thanks to exclusive online content. Every other day, new videos were released to allow joint viewing and chatting in real time to create a sense of global connection. 

This was made possible by the fan community platform Weverse, where Army members can interact like on any other social media platform, sharing posts, comments and reactions. The platform also offers direct communication from BTS members, all of whom resumed posting shortly after completing their military service. 

Crowd management is a major challenge at events of this scale. This year's Festa was especially significant as it marked the group's return from military service, drawing thousands of international fans. 

To improve the experience, a real-time interactive map showed crowd levels at each booth. Fans could adjust their schedules, avoid crowded areas and plan their day more efficiently.

Digital solutions at Festa enhanced the fan experience including real-time crowd maps (left), synchronized lightsticks (top right) and NFC-enabled playlists.

Lightsticks, a glowing device unique to each K-pop group, are more than just concert accessories; they represent the identity of the fandom. BTS's official lightstick Army Bomb was integrated into synchronized moments, with the venue lights dimmed every hour to pause activity and the sticks glowing in perfect harmony. 

A BTS song filled the hall as thousands of synchronized lights pulsed together, creating a breathtaking wave of connection and emotion among the fans who sang along.

Technology also transformed merchandising. To access the exclusive Festa online store, fans had to be within 2.5 km of the venue. This geolocation system simplified logistics for staff and prevented long queues for items that typically sell out quickly.

Other innovations also enhanced immersion. A collaboration with Spotify offered NFC-enabled booths where fans could tap their phones to instantly receive a Festa playlist. QR codes throughout the venue invited Army to scan, post photos and collect goodies from brands that BTS endorses such as Laneige.

Phone booths allowed fans to receive surprise calls from BTS members. Though prerecorded, the messages were translated into multiple languages.

msjeon22@korea.kr

*This article is written by a Korea.net Honorary Reporter. Our group of Honorary Reporters are from all around the world, and they share with Korea.net their love and passion for all things Korean.