BTS’ English-heavy comeback raises questions about K-pop’s cultural identity

BTS has returned after a four-year hiatus with their new album ‘Arirang,’ which topped charts like the ARIA Albums and Vinyls chart and the Billboard 200. However, the album has sparked debate due to its heavy use of English lyrics—over 80%—despite the group’s efforts to honour Korean culture. While the album’s title and several references to Korean heritage reflect BTS’s roots, the use of English, including the collaboration with Western artists and the casting of American actor Lilli Reinhart, has raised concerns. Critics and fans argue that this emphasis on English may dilute the K-pop genre’s cultural authenticity. BTS’s leader RM expressed concerns about the authenticity of their music, while the label HYBE Corporation defended the move, citing the need to appeal to a global market. The debate questions whether K-pop can maintain its cultural integrity while attempting to cater to a wider, Western audience. While some argue that language isn’t the only way to express cultural identity, the growing influence of English in K-pop prompts important discussions about the future of the genre.