At this point in BTS’s career, their impact on South Korean tourism can’t be denied.

On July 14, the phenomenal BigHit Music boy group filmed a performance of their song “Butter” at the World Cup Bridge in Seoul. When the video premiered on the American talk show The Tonight Show Starring Jimmy Fallon, the bridge—which wasn’t even open to the public yet—piqued fans’ curiosity. They were suitably impressed that BTS closed off the bridge for a performance that offered stunning views of the Han River and the Seoul nightscape. Their synchronized dancing made the entire thing look even more impressive.

In June, BTS approached the Seoul City Government through the Seoul Film Commission. They asked for permission to use the World Cup Bridge as a filming location. Although the K-Pop kings didn’t provide many details about their project—presumably because they wanted to keep a tight lid on it to prevent spoilers—the city government approved their request. A city official says BTS was allowed to film there to draw attention to the bridge, which is set to be completed by the end of 2021.

The group’s agency took the lead on logistics. They secured the location, made all important decisions related to the shoot, and set everything up. Samsung CT, the main construction company working on the bridge, also pitched in. Their team checked and cleaned the bridge. They also moved all construction materials and heavy machinery out of the way.

BTS’s performance of “Butter” eventually made its way onto the official YouTube channel of The Tonight Show Starring Jimmy Fallon. The video has over 14 million views to date. BTS also uploaded the performance to their own YouTube channel BANGTANTV, where it has been viewed 7.7 million times.

Due to the performance, people all over the world are talking about how they’d like to visit Seoul to see the World Cup Bridge in person when the pandemic ends. But the country’s capital city isn’t the only part of South Korea that’s enjoying a spike in popularity thanks to BTS.

Maebang Beach in Samcheok City, which is located at the southernmost part of Gangwon Province, is now known as a BTS ARMY hotspot because the group shot the concept photos for “Butter” there. Last July 30, the Samcheok City Government recreated BTS’s set using some beach chairs and a volleyball net. A few days later, fans descended on Maebang Beach to sit in one of the chairs and take selcas.

Unlike the World Cup Bridge, Maebang Beach was open to the public when BTS filmed there, so security was tight on the day of their photo shoot. Furthemore, getting permission to shoot on the beach was easier. All it took was one phone call to the city’s tourism department. An official told BigHit Music that they didn’t need official approval if taking photos was all they planned to do. However, they kept the shoot a secret to prevent the area from being overrun by onlookers while the members were busy working.

Before BTS’s photo shoot, the beaches in Samcheok City weren’t exactly popular. Since summer started in South Korea, only about 192,000 people went there. As per the city government, they ranked as the second least visited of the dozens of beaches in Gangwon Province’s six tourist cities adjoining the East Sea. But because of RM, Jin, SUGA, j-hope, Jimin, V, and Jungkook, Maengbang Beach’s popularity soared. It now draws about 8,000 visitors per day, and Samcheok City’s beaches are now the second most-visited beaches in Gangwon Province.

In 2017, BTS released an album called You Never Walk Alone. The cover photo of the album was taken on Hyangho Beach in Gangneung City, which has since become a popular BTS-related travel destination. BigHit Music set up a fake bus stop on the beach for the shoot, and tore it down when they finished. But after receiving plenty of inquiries about the bus stop, the Gangneung City Government restored it in 2018.

Chuncheon’s Gail-ri in Gangwon became popular after BTS went there for a reality program titled BTS in the SOOP that was released last year on Weverse. All seven members took time off from their activities as idols to relax there, which prompted ARMY to do the same.

City officials from various regions are planning to capitalize on the BTS effect. Some are even thinking about organizing BTS-themed activities in a bid to entice ARMY—or even BTS themselves, in which case tourism to their respective regions would improve by leaps and bounds.

“If BTS shows up, the PR effect is enormous,” admitted one city official. “Most officials wish BTS would stop by their area at least once.”