“We never knew we needed BTS until we got them”: a qualitative analysis of the feeling of belonging among K-pop fans

Abstract The success of K-pop is driven by strategic involvement on some social platforms that amplify parasocial relationships, fostering intimacy between fans and the group. These interactions increased media consumption, creating a cycle of constant engagement. This study examines the relationship between BTS and their fanbase, ARMY, by analyzing comments on BTS’s music videos. This study employs Thematic Analysis (Braun and Clarke 2006) and Qualitative Content Analysis (Krippendorff 2018) to explore how ARMY members engage with BTS’s lyrics and how this interaction influences emotional well-being and the production of subjectivity. The findings highlight that BTS’s music serves as a source of comfort for fans facing anxiety, depression, and societal pressures. Fans use online spaces to share personal struggles, offer mutual support, and validate emotions, reinforcing a collective sense of belonging. This study underscores the significant role of digital fan communities in providing emotional support and shaping personal and collective identities.