Introduction

초록

This book delves into BTS, language use, and multilingual and multimodal communication. It examines how languages such as Korean and English are localized, hybridized, and resourcefully utilized by BTS and their fans. It also explores how languages describing BTS and discourses surrounding their global impact are constructed and developed through various modalities. The book does not solely focus on BTS's success, on the soft power and nation branding of South Korea to which BTS has significantly contributed, or on their political and economic impacts in the globalized world, although these aspects may be indirectly addressed. This collection is not merely a compilation of studies glorifying BTS's musical success and achievements, although such recognition may occur to some extent. © 2025 selection and editorial matter, Joowon Suh and Eun Sung Park; individual chapters, the contributors.