BTS turns 13 with 49,803 fan pix lighting Seodaemun Station

The 13th anniversary of BTS's debut was not filled by official events alone. Ahead of the anniversary of the seven members who debuted on June 13, 2013, fans collected 49,803 pix on the voting platform Idolpick to confirm offline advertising rewards. The votes cast by fans online led to celebratory pop-ups and banners on the Idolpick app and web, online articles, and a billboard advertisement at Seodaemun Station in Seoul.

The core point is not just the size of the number, but the fact that the number was moved to an actual location. During this year's 13th anniversary FESTA period, BTS released the new song 'Come Over', and the 'BTS THE CITY ARIRANG - BUSAN' program was also held in Busan. As fan voting advertisements overlapped with official content and city-wide events, the BTS anniversary continued even outside the stage.

Seodaemun Station advertisement confirmed with 49,803 pix

In the June anniversary special vote, BTS recorded a total of 49,803 pix. If more than 40,000 pix are collected, rewards such as celebratory pop-ups on the Idolpick app and web, online articles, and a one-day billboard advertisement at Seodaemun Station in Seoul are given on the anniversary day. BTS exceeded this condition and became the subject of a celebratory video broadcast on the billboard near Seodaemun Station on their debut date, June 13.

However, 49,803 pix is the amount of participation confirmed within a specific platform, not a number that measures the entire scale of the BTS fandom. Even so, it is clear that fans participated repeatedly during a set period and the result was transformed into visible advertising. The process of small votes accumulating to secure a screen in a public space is a scene of current fandom support.

'Come Over' and Busan programs also in the same week

BTS's 13th anniversary week was dense with official schedules alone. 'Come Over' was released on June 12 at 1 PM, coinciding with the FESTA content celebrating the 13th anniversary. In Busan, from June 10 to 14, programs where fans could move directly, such as pop-ups, photo booths, and stamp rallies, continued in the Haeundae and Centum City areas.

June 13 became a day where official content, city events, and fan voting advertisements met simultaneously, rather than being the date of just one event. If the FESTA prepared by the agency is a large platform connecting artists and fans, the voting advertisement is the result created by fans within the platform rules. As the experience of listening to a new song, visiting event venues in Busan, and seeing subway station billboards continued within a single week, the anniversary entered into daily life routines.

Voting-type platforms added to fandom support

Anniversary advertising for K-pop fandoms has existed for a long time. In the past, it was familiar for fans to collect costs directly to execute advertisements at subway stations, bus stops, and cafe cup holders. Now, voting-type platforms have been added to that method. Instead of collecting money, fans accumulate votes within an app, and the platform gives rewards such as advertisements or pop-ups to artists who exceed a certain standard.

This structure cannot be viewed unconditionally as only a virtuous festival of the fandom. Voting-type support makes participation easy, but at the same time, it requires repeated access and competition from fans. For a team like BTS, which already has a global fandom, it may look like a small event, but within the platform, the process of fans' time and focus turning into actual rewards is clearly revealed.

BTS's 13th anniversary did not stay only in online hashtags or music release times. FESTA content became the reference point for fans to see and hear at the same time, and the Busan city-type program created places where fans could meet by moving directly. With the addition of the Seodaemun Station advertisement, the 49,803 pix remained as a celebration placed in a public space through the hands of fans.