The visit of South Korean group BTS to Madrid has transformed the city into a meeting point for their legion of followers. Beyond the highly anticipated concerts on June 26 and 27 at the Metropolitano stadium, fans are flocking to a temporary store located at TeamLabs Madrid, in Plaza San Martín, 1, where the group's universe materializes through an exhibition and exclusive merchandise.
This pop-up store offers merchandise associated with ‘Arirang’, the new album accompanying this reunion phase for members RM, Jin, Suga, J-Hope, Jimin, V, and Jungkook. Its opening has generated an immediate response, with queues forming from early hours, access managed via QR codes, and strict entry control reflecting the phenomenon's magnitude.
Entry to the store requires prior registration on the We Verse platform to obtain a mandatory QR code. Once inside, visits are limited to 30 minutes, divided between an exhibition area and a shopping area, a measure implemented to prevent overcrowding.
“"We didn't wait long, about 15 minutes."
Carla and Gabriela, two attendees, described the access as smoother than expected, though conditioned by the turn system. After their visit, they commented: “I bought Suga’s sweater and the Army Bomb keychain.” A common issue among visitors is the lack of stock for highly demanded items, such as the 'lightstick', which they lamented was no longer available. Their total spending reached 113 euros. Gabriela purchased similar items, including a keychain and a poster of Jungkook for about 60 euros, both agreeing that some products were already sold out or marked as 'coming soon'.
“"We are a bit low on stock right now, so you can tell people are buying less."
Rocío, another attendee, shared that BTS means more than just music to her: “For me, it helps a lot when I'm sad or happy. You can always find something that matches how you're feeling at that moment.” Her friend María expands on the group's personal impact, stating: “I met them through her, and since then, I entered the world of K-pop.” Both highlight the group's positive message focused on self-esteem, equality, and human connection. They also plan to attend the concerts at the Metropolitano, with one of them attending both days.
Dácil, the store manager, detailed that attendance has notably increased as the concert dates approach. “A lot more people are coming this week,” she noted, explaining that entry quotas have been progressively expanded from 50 to 100 people per turn. The opening hours will be extended starting tomorrow, from 9:00 AM to 11:00 PM. She estimates an average spending of around 150 euros per visitor, though she acknowledges this figure varies with product availability.
The price of merchandise, with sweatshirts costing up to 200 euros, sparks debate. The organization clarifies they have no control over pricing: “We don't set the prices; they are marked by the international company,” explained Dácil, adding that costs are similar across Europe. Purchase rules, such as limiting one 'lightstick' and two units per item for other products, aim to prevent resale and ensure more fans can access official merchandise.
