The BTS comeback concert in Seoul drew only about 60,000 people on Saturday night, far below the projected 250,000, causing significant financial losses for nearby businesses and a sharp 16% drop in Hybe shares. Restaurants like Lee Hanna's 'Green and Grain' and Yang Changhoon's 'Gwanghwamun Sake' expected surges but faced empty tables and wasted inventory, losing roughly $3,300 each due to security restrictions and reduced foot traffic. The event, held in Gwanghwamun Square, required unprecedented security involving 15,000 personnel, road closures, and AI crowd monitoring following the 2022 Itaewon disaster, which killed over 150 people.

While Hybe issued an apology and cited unavoidable safety measures, residents and business owners questioned the necessity of using public resources for a private event. The low turnout also reflected cautious consumer behavior, with nearby businesses like Ben Chun's pizza shop reporting 20% lower sales as people avoided the area. The concert's aftermath highlights the complex balance between public safety and economic impact in hosting major events.