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BTS Absence Hurting Global K-Pop Growth, Says HYBE Chairman

In this file photo taken on January 15, 2019, South Korean boy band BTS, also known as the Bangtan Boys, pose on the red carpet at the 28th Seoul Music Awards in Seoul. (AFP)
In this file photo taken on January 15, 2019, South Korean boy band BTS, also known as the Bangtan Boys, pose on the red carpet at the 28th Seoul Music Awards in Seoul. (AFP)
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BTS Absence Hurting Global K-Pop Growth, Says HYBE Chairman

In this file photo taken on January 15, 2019, South Korean boy band BTS, also known as the Bangtan Boys, pose on the red carpet at the 28th Seoul Music Awards in Seoul. (AFP)
In this file photo taken on January 15, 2019, South Korean boy band BTS, also known as the Bangtan Boys, pose on the red carpet at the 28th Seoul Music Awards in Seoul. (AFP)

Making megastars BTS do their South Korean military service is slowing the global growth of K-pop, the chairman of the septet's agency HYBE said Wednesday.

The boyband are widely considered South Korea's biggest-ever cultural phenomenon, selling out stadiums around the world and dominating the charts while raking in billions for the country's economy and building a global legion of fans known as ARMYs.

But all able-bodied men in South Korea must serve at least 18 months in the military and, after a years-long debate about whether BTS deserved an exemption, Jin, the oldest member of the group, enlisted in December.

Bang Si-hyuk, chairman of HYBE and the mastermind behind BTS, said figures -- including global ratings and album sales -- now showed declining demand for K-pop.

"The absence of BTS is the first reason," Bang said.

"I think it's very clear that the fact BTS is not active as a team is playing the biggest role in bringing about this change in numbers," he told a forum in Seoul.

BTS are the most prominent K-pop figures globally, he said, adding: "The market narrows significantly when BTS is taken out."

His comments come days after HYBE suspended a controversial bid to acquire control of rival SM Entertainment, ending a lengthy, high-profile feud over the company's management.

He was accused of a hostile takeover and seeking to monopolize K-pop, but Bang defended his move as a solution to K-pop's slowing growth.

J-Hope next

HYBE announced last month that a second BTS member, J-Hope, has "initiated the military enlistment process", with local media reporting he was due to enlist in April.

On Sunday, J-Hope appeared on a late night music talk show on KBS and said goodbye to fans, telling them: "I will be back soon from the military."

Since their debut in 2013, BTS have been credited with generating billions for their country, as well as boosting the image and soft power of South Korea -- now a global cultural powerhouse.

They have been invited to speak at the United Nations, and to meet US President Joe Biden at the White House.

But analysts have questioned what the future holds for the group after all seven members complete their military service.

Some male K-pop stars have struggled to resume their careers after military service in a cut-throat industry where artists are easily replaceable.

"Obviously, I think it's true that enlisting in the military means the continuity of a person's career or their value as a national asset is damaged," said HYBE chairman Bang.

"However, I think it's a completely different matter for an individual to happily accept the duty of the military," he added, saying he was "happy" about the decisions by the BTS members.

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Movie Review: In ‘Deadpool & Wolverine,’ the Superhero Movie Finally Accepts Itself for What It Is 

Hugh Jackman and Ryan Reynolds attend the premiere of "Deadpool & Wolverine" in New York City, New York, US, July 22, 2024. (Reuters)
Hugh Jackman and Ryan Reynolds attend the premiere of "Deadpool & Wolverine" in New York City, New York, US, July 22, 2024. (Reuters)
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Movie Review: In ‘Deadpool & Wolverine,’ the Superhero Movie Finally Accepts Itself for What It Is 

Hugh Jackman and Ryan Reynolds attend the premiere of "Deadpool & Wolverine" in New York City, New York, US, July 22, 2024. (Reuters)
Hugh Jackman and Ryan Reynolds attend the premiere of "Deadpool & Wolverine" in New York City, New York, US, July 22, 2024. (Reuters)

If one thing is certain about “Deadpool,” it’s that its titular hero, for reasons never explained, understands his place in the world — well, in our world.

Indeed, the irreverent and raunchy mutant is sure to belabor his awareness of the context in which he lives — namely an over-saturated, increasingly labyrinthine multibillion-dollar Marvel multiverse which spans decades, studios and too many films for most viewers to count.

From its inception, the “Deadpool” franchise has prided itself on a subversive, self-aware anti-superhero superhero movie, making fun of everything from comic books to Hollywood to its biggest champion, co-writer and star, Ryan Reynolds.

It’s no surprise then, as fans have come to expect, that the long-anticipated “Deadpool & Wolverine” further embraces its fourth wall-breaking self-awareness — even as it looks increasingly and more earnestly like the superhero movie blueprint it loves to exploit. That tension — the fact that “Deadpool” has called out comic book movie tropes despite being, in fact, a comic book movie — is somehow remedied in “Deadpool & Wolverine,” which leans into its genre more than the franchise’s first two movies.

Perhaps this gives viewers more clarity on its intended audience. After all, someone who hates superhero films — I’m looking at you, Scorsese — isn’t going to be won over because of a few self-deprecating jokes about lazy writing, budgets for A-list cameos and the overused “superhero landing” Reynolds’ Deadpool regularly refers to.

But this time around, director Shawn Levy — his first Marvel movie — seems to have found a sweet spot. Levy is surely helped by the fact that the third film in the franchise has a bigger budget, more hype and, of course, a brooding Hugh Jackman as Wolverine.

That anticipation makes their relationship, packed with hatred and fandom, all the more enticing. Their fight scenes against each other are just as compelling as their moments of self-sacrificial partnership in the spirit of, you guessed it, saving the world(s).

Speaking of worlds, there is one important development in our own to be aware of ahead of time. The first two “Deadpool” films were distributed by 20th Century Fox, whose $71.3 billion acquisition by the Walt Disney Co. in 2019 opened the door for the franchise to join the Marvel Cinematic Universe.

Perhaps unsurprisingly, “Deadpool & Wolverine” takes full advantage of that vast playground, which began in 2008 with Robert Downey Jr.’s “Iron Man” and now includes more than 30 films and a host of television shows. The acquisition is also a recurring target of Deadpool’s sarcasm throughout the movie.

Although steeped in references and cameos that can feel a bit like inside baseball for the less devoted, “Deadpool & Wolverine” is easy enough to follow for the casual Marvel viewer, though it wouldn’t hurt to have seen the first “Deadpool” and Jackman’s 2017 “Logan,” a harbinger of the increasing appetite for R-rated superhero violence. The Disney+ series “Loki” also gives helpful context, though is by no means a must watch, on the Time Variance Authority, which polices multiverse timelines to avoid “incursions,” or the catastrophic colliding of universes.

A defining feature of “Deadpool” has been its R rating and hyper violent action scenes. Whether thanks to more money, Levy’s direction or some combination of the two, these scenes are much more visually appealing.

But “Deadpool & Wolverine” does succumb to some of the deus ex machina writing that so often plagues superhero movies. Wade Wilson’s (the real identity of Deadpool) relationship with his ex (?) Vanessa is particularly underdeveloped — though it’s possible that ambiguity is a metaphor for Deadpool’s future within the MCU.

The plot feels aimless at points toward the end. One cameo-saturated battle scene in particular is resolved in a way that leaves its audience wanting after spending quite a bit of time building tension around it. While there are a few impressive stars who make an appearance, audiences may be disappointed by the amount of MCU characters referenced who don’t make it in.

The bloody but comedic final fight scene, however, is enough to perk viewers back up for the last act, solidifying the film’s identity as a fun, generally well-made summer movie.

The sole MCU release of 2024, “Deadpool & Wolverine” proves it’s not necessarily the source material that’s causing so-called superhero fatigue. It also suggests, in light of Marvel’s move to scale back production following a pandemic and historic Hollywood strikes, that increased attention given to making a movie will ultimately help the final product.