Seoul restaurant's costly BTS gamble backfires after no-show concert
A Seoul restaurant prepared for a flood of BTS fans ahead of a rumoured concert in Gwanghwamun Square. The owner spent heavily on extra supplies and staff, expecting record crowds. But when the event failed to draw the anticipated numbers, much of the preparation went to waste.
Lee Hanna, owner of Green and Grain, decorated her restaurant with BTS-themed items in advance. Purple ribbons, tassels, and even an 'Army bomb' salad appeared on the menu. She hired temporary workers and stocked up on ingredients worth over 5 million won ($3,300), bracing for a rush of international visitors.
Early estimates suggested 104,000 people might gather near the concert site. By the halfway point, however, only 60,000 remained in the area. Official ticket numbers were even lower—just 22,000 distributed. No major BTS event had actually been confirmed for that weekend, and no reliable records show such a concert taking place in Gwanghwamun Square by March 2026.
In the end, the restaurant saw only three Japanese fans. They spent around $20 before leaving. With few customers arriving, most of the extra produce had to be thrown away.
The restaurant's heavy investment did not pay off as hoped. Without the expected crowds, the special preparations led to financial losses. Meanwhile, no evidence supports claims of a large-scale BTS concert occurring at the square during that period.
