BTS - merchandising and endorsement empire on a scale not seen in Western pop music

An amazing article in the Washington Post about the K-pop boy-band BTS. The septet is one of South Korea’s biggest exports - with ticket sales, music downloads and merchandise racking up a reported $4.65 billion last year, which amounts to 0,3% of South Korean GDP. They have sponsorship deals with companies from all over the spectrum - when BTS stepped out in a Hyundai Palisade last year, the SUV was on back-order for months. Sportswear manufacturer Puma had s deal with BTS for track suits and sneakers; global character brand LINE Friends had a deal for cellphone cases and plush dolls; South Korean beauty brands VT Cosmetics and Mediheal have a marketing deal with them for makeup, perfume and face masks; even toy maker Mattel is partners with BTS, for figurines and Uno card deck.