BTS at 2026 World Cup halftime show
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All eyes will be on Spain and Argentina for the remaining 90 minutes -- and potentially more -- but the show could introduce a new audience to BTS after their popularity surged from South Korea to North America.
From BTS to Son Heung-min to EJAE, here's a recap of Korean cultural moments from the World Cup—including one of the biggest public outcries in Korean soccer history.