• Journal of Korea Entertainment Industry Association
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• v.15 no.8
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• pp.193-202
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• 2021

HYBE Insight, opened in May 2021, is an exhibition space that visually displays and re-interprets the BTS Universe and its content. The space echoes the identity of BTS as an artist and the specificity of the cultural phenomenon they have generated. This study analyzes HYBE Insight's BTS exhibition by applying new museological theories and discourses. Based on a qualitative research methodology including literature review and observational method, the primary themes of the exhibition are follows: 1) a contextualized exhibition content presenting the identity of BTS and their music, 2) the role of the fandom Army's participation in (re) producing BTS content related to the characteristic of popular music museums, 3) the elements of convergence art and its contemporary implication, 4) and the illumination of cultural value in popular music museum management. As the pivotal theory of new museology suggests, investigating a specific exhibition based on each context it has created is significant. However, those studies, including exhibitions related to popular music/artists, were mostly developed in Western nations. In this respect, HYBE Insight's BTS exhibition provides considerable room to explore. In addition to the recent research on BTS, such as their convergent artistry, socio-cultural influence, the role of Army, and the characteristics of HYBE's content management, this article aims to contribute to the multifaceted research by scrutinizing the BTS exhibition content from the new museology perspective.