BTS Leader RM to Make History with Keynote Speech at APEC CEO Summit in Gyeongju

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RM’s Landmark Appearance at the APEC CEO Summit

In a historic first for South Korean pop culture and the global music industry, RM, the leader of BTS, is slated to deliver a keynote address at the upcoming APEC CEO Summit in Gyeongju. Scheduled for the second day of the prestigious gathering, RM’s speech is expected to highlight the cultural and economic power of K-pop on the global stage, marking yet another milestone in the genre’s rise from regional phenomenon to worldwide influence.

The Asia-Pacific Economic Cooperation (APEC) CEO Summit—attended annually by heads of government, international corporations, and policymakers—will this year focus on innovation, sustainability, and cross-border collaboration. By inviting RM to address delegates, organizers signal a growing recognition of cultural industries as major drivers of soft power and economic growth within the Asia-Pacific region.

The speech, set for ten minutes, will reportedly explore the transformative role of Korean pop music in bridging cultures, generating global conversation, and fostering youth-led innovation. For the first time in the event’s history, a figure from the entertainment sector will speak at the same podium as global business magnates and policymakers.

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The Growing Fusion of Culture and Commerce

RM’s upcoming address reflects a broader shift in how cultural products are viewed within global trade and diplomacy. Once seen as peripheral to economic policy, music and digital entertainment now represent core industries shaping consumption, branding, and national identity. Governments across Asia have increasingly integrated cultural exports into long-term development strategies.

South Korea, in particular, has spent over two decades cultivating its creative sectors through initiatives like the “Hallyu” (Korean Wave) strategy, originally conceived in the early 2000s. The result is a cultural juggernaut whose influence spans television dramas, fashion, cosmetics, cuisine, and especially music. With K-pop acts like BTS, Blackpink, and NewJeans dominating international charts, the genre has become both a source of national pride and a powerful economic engine.

According to South Korea’s Ministry of Culture, Sports and Tourism, K-pop generated over $10 billion in export revenue in 2024, with BTS alone estimated to contribute several billion dollars annually to the national economy through music sales, tourism, and merchandising. RM’s presence at APEC symbolizes this fusion of creativity and commerce—an acknowledgment that culture now occupies a central seat at the economic table.

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APEC’s Strategic Embrace of Cultural Diplomacy

The APEC CEO Summit, which runs parallel to the main leaders’ meeting, serves as a crucial platform for regional coordination and corporate networking among the 21 member economies. While past summits often centered on technology, trade liberalization, and environmental policy, recent years have seen an expanded focus on digital transformation and creative economies.

By selecting Gyeongju—a UNESCO World Heritage city rich in ancient Korean heritage—as this year’s venue, organizers have consciously woven history and innovation together. Hosting a global superstar like RM amid centuries-old architecture underscores APEC’s intent to spotlight South Korea’s unique blend of cultural tradition and modern dynamism.

Observers note that RM’s participation could also signal a new form of public diplomacy. Cultural figures wield immense influence over younger demographics, particularly in the Asia-Pacific region where social media engagement drives consumption patterns. Incorporating such voices into global forums may boost outreach to a generation increasingly defined by transnational identity and digital connectivity.

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RM’s Evolving Role as Cultural Ambassador

Kim Namjoon, known globally by his stage name RM, has long been regarded as the intellectual and philosophical anchor of BTS. Fluent in English and celebrated for his articulate reflections on art, identity, and mental health, he has previously represented BTS at the United Nations General Assembly in 2018 and again in 2021. His speeches, both subtle and deeply personal, resonated with millions for their message of self-acceptance and global unity.

Since BTS announced a temporary group hiatus in 2022 to focus on individual projects, RM has expanded his artistic footprint through solo music and museum collaborations, particularly in the visual arts. In recent years, he has become an advocate for cultural preservation and education, donating to national museums and supporting emerging artists in South Korea.

His upcoming keynote at the APEC CEO Summit continues this trajectory from musician to cultural thought leader. Analysts suggest his speech will not only highlight the commercial success of K-pop but also the ethical responsibilities attached to cultural influence—issues of representation, sustainability, and equitable growth in the creative economy.

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K-pop’s Global Economic Footprint

K-pop’s economic and social footprint extends far beyond record sales. Industry experts often describe it as an integrated ecosystem linking music production, technology, fashion, and tourism. South Korea’s sophisticated digital infrastructure and social media strategies have allowed K-pop to flourish in a borderless online world, driving exports not only in entertainment but also lifestyle products and education.

Tourism, a key beneficiary of K-pop’s rise, saw a surge after live performances resumed in the post-pandemic era. In 2024, the Korea Tourism Organization reported that over 25 percent of foreign visitors cited cultural experiences—especially K-pop concerts and exhibitions—as their primary reason for travel. Iconic sites featured in BTS music videos have become pilgrimage destinations, bringing direct revenue to local economies.

This dynamic interplay between music and commerce underscores why RM’s speech matters to business leaders. As governments grapple with questions about economic diversification and soft power, the global success of K-pop presents a template for how cultural content can serve as both an export product and an agent of diplomacy.

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Regional Comparisons: Asia’s Creative Boom

Across Asia, cultural industries are experiencing similar transformations. Japan’s anime and gaming sectors, China’s rapidly globalizing film industry, and the Philippines’ expanding digital content market all reflect the strategic importance of culture in economic planning.

However, South Korea’s approach stands out for its coordinated policy framework linking private enterprise with public investment. Agencies like the Korea Creative Content Agency (KOCCA) provide funding, training, and international marketing support to creative startups—a model now being studied by neighboring economies including Vietnam and Thailand.

In recent years, both Indonesia and Malaysia have launched cultural diplomacy programs inspired by the Korean model, aiming to leverage their own pop culture exports for global influence. RM’s upcoming speech, therefore, extends beyond symbolism; it represents the region’s collective movement toward integrating creativity with global trade policy.

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Economic and Symbolic Impact

The inclusion of a pop artist in a traditionally executive and policy-driven forum signals a shifting perception of what constitutes economic leadership. Soft power—built through music, language, and media—is increasingly recognized as vital to long-term competitiveness.

RM’s speech is expected to touch on the sustainability of cultural production, artist welfare, and diversity in representation. Analysts anticipate that his remarks will mirror themes from his artistic career: authenticity, collaboration, and inclusivity. Attendees from various sectors—including technology, finance, and education—are expected to draw parallels between K-pop’s agile business model and emerging global trends in digital economy frameworks.

The South Korean government, hosting this year’s summit, has emphasized that culture-driven innovation will form a key component of its future economic strategy. RM’s participation is likely to amplify that message to an international audience, positioning Gyeongju not only as a historic landmark but as a symbol of Korea’s evolving role in global modernization.

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Public Reaction and Anticipated Outcome

Public response to RM’s announcement has been overwhelmingly positive across social media platforms. Fans around the world have praised his selection as “a meaningful bridge between art and leadership.” Economists and cultural critics alike have noted the power of his presence to draw attention to creative policymaking and youth engagement within APEC’s agenda.

Hotels in Gyeongju have already reported an uptick in bookings for the summit period, as fans and journalists prepare to document the occasion. The city itself is enhancing security and visitor infrastructure to manage the expected influx, highlighting once again the tangible economic ripple effects of K-pop’s global reach.

Organizers have not disclosed whether RM’s address will include live performance elements, but sources familiar with the event suggest the tone will be reflective and motivational rather than entertainment-focused. His appearance aims to inspire rather than perform—a statement of cultural convergence rather than celebrity spectacle.

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A New Chapter in K-pop’s Global Journey

RM’s upcoming keynote at the APEC CEO Summit represents more than an individual milestone. It symbolizes an ongoing cultural shift where art and commerce, creativity and policy, coalesce in shaping the global future. As delegates gather in Gyeongju, they will witness the merging of two powerful forces—economic governance and cultural innovation—brought together in one of the world’s most historically significant cities.

The moment marks not only RM’s rise as a cultural voice beyond music but also South Korea’s continued ascent as a global creative powerhouse. For the millions who have followed BTS’s journey from local talent to cultural diplomats, this keynote may stand as one of the defining events of a new era—where the rhythm of K-pop beats not only on concert stages but in the corridors of international leadership.