When BTS, one of K-pop’s most globally recognized groups, returns as a full seven-member act in March, it will mark more than just the end of a hiatus. The comeback has been interpreted as a deliberate statement about identity and belonging, at a time when fans and observers are debating whether K-pop is evolving into something more culturally neutral, often described by its biggest producers as "global pop." Scheduled for March 20, BTS’ return is defined by two closely linked choices: a new album titled "Arirang," named after one of Korea’s most enduring folk songs, and a large-scale free outdoor performance the following day at Gwanghwamun Square in central Seoul. Thus, the K-pop juggernaut is positioning its comeback as a return home, centering the members' Korean heritage rather than displacing it. "Centering an album on 'Arirang' reflects BTS’ confidence in placing Korean heritage at the core of their global identity," Kim Hee-yon, an assistant professor of strategy at Cornell University, told The Korea Times in a written interview. Adding that the move aligns with BTS’ l