K-pop is changing. As album sales fall, K-pop companies are now focusing more on concerts and merchandise to make money.
Agencies Depend on Concerts and Merch
South Korea’s major K-pop companies—HYBE, SM, JYP, and YG—have lost value in the stock market since late 2023. Album sales dropped sharply, leading to a 35% fall in their market worth.
To recover, these companies are now relying more on live concerts and selling merchandise at events. This strategy is helping them earn more profit.
Blackpink’s “Deadline” World Tour Breaks Records
Blackpink’s latest world tour, Deadline, is expected to earn about ₩600 billion (around $440 million). That’s more than their last tour, which already made over $330 million and became the top-earning tour by a female group.
The new tour started in Goyang, South Korea. Due to high demand, some cities will get extra shows. The opening concerts sold out quickly, and limited-view seats were released to meet demand.
K-pop Concerts See Big Growth
From October 2024 to March 2025, K-pop concert revenue grew by 79% compared to the same time last year.
According to Billboard, K-pop artists earned $228 million and sold 1.6 million tickets across 78 concerts during this time.
One major success was Seventeen. Their tour earned $120.9 million from 30 shows, attracting 842,000 fans worldwide.
Album Sales Are Falling
While concerts are booming, album sales are not doing well. Seventeen’s 2024 mini-album Spill the Feels sold 3.18 million copies. In 2023, their album FML sold 5.54 million copies.
South Korea’s album exports also dropped by 2.7% in early 2024. This was the first decline in nine years, though some recovery came later in the year.
Top Acts Stay Strong
Big names like BTS, Twice, Seventeen, and Aespa continue to lead the K-pop scene. In fact, five K-pop groups made it to Billboard’s top-50 tour list this year.
BTS is expected to return in full strength by the end of 2025, as several members finish their military service.
Higher Profits From Concerts and Merch
Concerts bring in more profit than album sales. Merchandise sold at events can also give profit margins as high as 50%. Because of this, K-pop companies are now focusing on both live shows and merch to stay strong in the market.
Summary Table: K-pop Trends (2024–2025)
| Metric | Value/Trend |
|---|---|
| Blackpink “Deadline” Tour Forecast | ₩600B (~$440M) |
| Previous Blackpink Tour Gross | $330M+ |
| K-pop Concert Revenue Growth | +79% (Oct 2024–Mar 2025 YoY) |
| Seventeen’s 2025 Tour Gross | $120.9M |
| Seventeen’s 2024 Album Sales | 3.18M (Spill the Feels) |
| Seventeen’s 2023 Album Sales | 5.54M (FML) |
| Album Export Value (H1 2024) | $129.39M (−2.7% YoY) |
| K-pop Acts in Billboard Top Tours | 5 in 2025 |
The K-pop industry is adapting fast. With album sales down, live concerts and merch are now leading the way. Blackpink’s tour and Seventeen’s earnings show that K-pop still has global power—even if fans are streaming more than buying albums.
