BTS x UNICEF 'Love Myself' Campaign: same message, different interpretation from K-pop fandoms

Abstract

On September 14, 2018, RM, the leader of BTS, gave a powerful speech to the UN General Assembly that became a significant moment in K-pop history. His message encouraged people to “speak themselves — no matter who they are, where they’re from, their skin color, gender identity.” His mention of gender identity was significant to international ARMYs and positioned him as an advocate for LGBTQ+ human rights.

While the speech also resonated in Korea, it did so for different reasons. Despite K-pop being produced in a conservative and heteronormative society, it challenges gender norms worldwide in ways that are not always recognized or embraced domestically.

This article explores two central questions: (1) How did RM’s speech resonate differently among international and Korean K-pop fandoms? (2) What does this discrepancy reveal about BTS’ influence on their fans? The study uses on-site fan interviews and social media analysis of tweets to answer these questions, revealing the divergent interpretive frameworks through which Korean and international fans engage with the same cultural moment.