BTS leader RM (Kim Namjoon) delivered a groundbreaking keynote speech at the Asia-Pacific Economic Cooperation (APEC) CEO Summit on October 29, 2025, becoming the first K-pop artist ever to address this prestigious global business forum. Speaking before approximately 1,700 attendees including heads of state from 21 APEC member economies and top corporate leaders at the Gyeongju Arts Center in South Korea, RM’s 10-minute address focused on “Cultural and Creative Industries in the APEC Region and the Soft Power of K-Culture”. His historic appearance underscored the growing recognition of K-pop and Korean culture as powerful forces in international diplomacy and economic development, with the rapper delivering an eloquent appeal for global leaders to invest in creativity and the arts as catalysts for cross-cultural understanding and innovation.
The Historic Speech: Breaking New Ground
RM’s participation at the APEC CEO Summit represented a watershed moment not only for K-pop but for the broader recognition of cultural industries within major economic forums. The APEC CEO Summit, organized by the Korea Chamber of Commerce and Industry under the theme “Beyond, Business, Bridge (3B),” brought together global CEOs, distinguished experts, and senior economic leaders to discuss transformative industries reshaping the global economic landscape. The two-day event featured 20 sessions with 85 speakers covering topics including artificial intelligence, semiconductors, finance, digital currencies, energy transition, and supply chain resilience.
RM was seated in the front row alongside major South Korean corporate leaders including Samsung Electronics Chairman Lee Jae-yong, Hyundai Motor Group Chairman Chung Eui-sun, SK Group Chairman Chey Tae-won (who served as Summit Chair), and LG Group Chairman Koo Kwang-mo. This prominent positioning alongside Korea’s business elite symbolically elevated K-pop’s status from entertainment phenomenon to recognized economic and diplomatic force. Before delivering his speech, RM toured HYBE’s promotional booth with Chairman Bang Si-hyuk, where the company showcased its global business network spanning the United States, Japan, China, Latin America, and India.
APEC’s official website described RM as “a creative powerhouse and avid art enthusiast” who is “renowned for crafting profound lyrics inspired by various art forms” and noted his “philosophical approach to music and ability to push creative boundaries through innovative collaborations”. The organization’s decision to include cultural industries as a key agenda item for the first time in APEC’s history reflected the growing economic significance of soft power in the Asia-Pacific region.
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Key Themes and Powerful Messages
The Journey of BTS: From Seoul Streets to Global Stages
RM began his address by recounting BTS’s remarkable decade-long journey from relative obscurity to global superstardom, providing a personal narrative that illustrated the challenges of breaking cultural barriers. “BTS first started to go outside Korea about 10 years ago. And back then, we didn’t dream of what we see today,” he explained. The rapper vividly described how the music industry initially categorized their work as “non-English foreign culture,” making mainstream media exposure extraordinarily difficult.
“Did you ever turn on your TV or radio and hear a song that’s not in your language or in English? Probably not very often, right?” RM asked the audience, establishing the magnitude of the barriers BTS faced. He recounted how the group “danced in the streets” and “handed out flyers to free shows” to create their own opportunities when traditional media doors remained closed. Perhaps most poignantly, he shared that when introducing themselves as artists from Korea, “they didn’t ask us about our music. They asked are you from North Korea or South Korea? Where on earth is Korea?”. This powerful anecdote illustrated how BTS had to explain Korea’s very existence before they could even discuss their artistic work.
The ARMY: Breaking Barriers Through Borderless Solidarity
Central to RM’s message was the crucial role that BTS’s global fandom, known as ARMY, played in the group’s success and in demonstrating the power of cultural connection. “Army support and passion crossed our borders and opened up like brand new path for me,” RM stated, crediting fans with giving him “a voice that was heard at the Billboard Music Awards, at the Grammys, at the United Nations, and even at the White House”.
“Army was the force that broke down those barriers,” he emphasized. “They use our music as the medium to carry out conversations that cross borders and languages. They were inspired by the message in the music of BTS to give to charity to run social campaigns and finally the world was amazed”. RM described how ARMY evolved from being “seen as supporters of a minority culture from Asia” to shaking “the world as a new community and a fandom culture”. This transformation demonstrated that cultural solidarity could transcend geographical, linguistic, and political boundaries, creating “an endless source of creative inspiration”.
K-Pop as Bibimbap: Respecting Diversity While Maintaining Identity
In one of the speech’s most memorable metaphors, RM likened K-pop to bibimbap, Korea’s traditional mixed rice dish, to explain what makes the genre unique. “K-pop uses the unique aesthetics of Korea and an emotion production system, and it does not reject Western music such as hip-hop,” he explained. “Like bibimbap, it blends all the elements while keeping a distinct identity to create something new, fun, and fresh”.
This culinary metaphor effectively communicated a sophisticated concept: K-pop’s success stemmed not from cultural superiority but from its ability to harmonize diverse influences while maintaining its distinctive Korean essence. “K-pop success didn’t happen because one single culture was better,” RM stated emphatically. “K-pop success came from respecting diversity and embracing royal cultures but still holding on to Korea’s unique identity. When cultural barriers come down and different voices harmonize together, there’s an explosion of creative energy. This is where Army’s borderless solidarity came from. And this is why K-pop is loved everywhere”.
RM elaborated that K-pop is “not a simple music genre” but rather “a 360-degree, complete ‘all-in-one package’ that combines music, dance, storytelling, and media”. This comprehensive approach to entertainment, which embraced diverse cultures while maintaining uniquely Korean elements, “broke cultural barriers, and when many voices came together, creative energy exploded”.
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Culture as a River: The Philosophy of Creative Flow
RM employed another powerful metaphor to describe his vision for global cultural exchange: “Culture is like a river. It flows freely, different streams, sometimes coming together in harmony, just like K-pop, coming together to carry itself far away and create something new”. This image of culture as a naturally flowing, ever-changing force that gains strength through confluence reflected both Korean philosophical traditions and modern understanding of cultural hybridity.
“I like to see this creative flow of culture happen everywhere around the world,” RM continued. “And the Asia-Pacific region has incredible dynamic cultural diversity. K-pop’s shining success is proof that cultural diversity and creativity are the greatest human potential. A force with no borders, no limits to growth”.
This river metaphor subtly challenged protectionist or nationalist approaches to culture, suggesting instead that artistic vitality emerges from exchange and fusion rather than isolation. By positioning cultural diversity as “the greatest human potential,” RM reframed soft power not as competitive advantage but as collaborative opportunity.
A Call to Action: Investing in Tomorrow’s Creators
The most direct and actionable portion of RM’s speech came when he addressed the assembled leaders with a personal appeal to support the next generation of artists and creators. “As a creator and an artist of this generation, I’d like to use this opportunity to make a request to the leaders and distinguished guests of Apac,” he stated. “There are creators all around the world. Please help them. Give them the financial support so that their own creativity can bloom. Give them the opportunities so that their talents can really shine”.
RM connected cultural investment directly to broader developmental goals: “When you think about investing in tomorrow’s generations, think about culture as well as economics. Culture and art are a powerful force that moves hearts. They are the fastest messengers that carry diversity and resonance”. This framing positioned cultural support not as charitable patronage but as strategic investment with tangible returns in social cohesion and international understanding.
“The arts are what can most quickly and widely promote diversity,” he emphasized. “As leaders, the policies you establish and the support you provide will become the canvas on which creators around the world can exercise their creativity”. This metaphor of policy as “canvas” elegantly captured how governmental frameworks enable or constrain artistic expression, casting leaders as co-creators of cultural ecosystems rather than mere regulators.
RM concluded this section with a reciprocal commitment: “I also make this promise as an artist. I will raise my voice and pour my heart into singing for you, and I will do my utmost to send out messages. I will deliver them through courage, hope, feeling, and music. I will send messages that can embrace many differences”. This pledge transformed his appeal from one-directional request to mutual covenant, positioning artists and policymakers as partners in building more connected societies.
The Broader Context: K-Culture’s Diplomatic Evolution
RM’s APEC appearance represented the culmination of a remarkable evolution in how Korean popular culture is perceived and utilized in international relations. This was not RM’s first experience addressing global forums: in September 2018, he became the first Korean artist to speak at a United Nations General Assembly-related event when BTS participated in UNICEF’s Youth Agenda. At that historic appearance, RM delivered a message encouraging young people to “love themselves and speak up,” stating “Tell yourself who you are, where you are from, what your skin color is, what your gender identity is. Find your name and find your voice”. He returned to the UN General Assembly in both 2020 and 2021 to deliver additional messages of hope to global youth.
The shift from youth-focused UN addresses to economic forum keynotes reflected K-pop’s maturation from cultural phenomenon to recognized economic force. As Korea Herald noted, comparing K-pop’s presence at APEC 2025 with BoA’s performance at the 2005 APEC leaders’ dinner in Busan illustrated this transformation: “When BoA performed her hit ‘No. 1′ at the Asia-Pacific Economic Cooperation leaders’ dinner in Busan in 2005, she represented the youthful energy of Korean pop”. Twenty years later, RM’s keynote speech demonstrated that K-pop had evolved from entertainment to “strategic diplomacy”.
HYBE’s participation as a Diamond Sponsor—the highest tier of APEC CEO Summit sponsorship—further underscored this shift. As the only entertainment company among official sponsors, HYBE contributed approximately 1.1 billion won to the event. The company operated a promotional booth showcasing its diversified business portfolio, regional multi-home strategies, and fan experience technologies, treating K-pop infrastructure with the same seriousness accorded to semiconductor or automotive industries.
First Vice Minister of Culture, Sports and Tourism Kim Young-soo articulated the government’s perspective during a dialogue with youth representatives, stating that “culture has become a major driver of national growth and K-culture has proven its value”. He added that the government aims to position the cultural sector “as a central engine of future global cooperation,” calling APEC an “ideal stage for that vision”. This official framing positioned popular culture not merely as export commodity but as “diplomacy in action”.
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Reception and Impact
RM’s speech reportedly prompted a standing ovation from the assembled leaders and executives. The positive reception reflected growing recognition across Asia-Pacific economies that cultural industries represent significant economic opportunities beyond their immediate revenue generation, serving as vehicles for tourism, technology adoption, and international goodwill.
BTS fans worldwide, known for their highly organized online presence, celebrated RM’s achievement extensively across social media platforms. Fans expressed pride using phrases like “NAMJOON PAVED THE WAY” and “BTS PAVED THE WAY,” referencing long-standing debates about which K-pop acts deserve credit for the genre’s global expansion. Many noted RM’s unique ability to represent Korean culture at the highest levels: “RM achievement is out of a typical k-pop box. Man is a whole league,” commented one fan. Another wrote, “I didn’t plan to explode with pride right from the start of Monday morning, but here we are. Amazing Kim Namjoon, how lucky we are to live with you at the same time”.
The speech also generated significant discussion about RM’s communication abilities and leadership qualities. Fans and observers noted his fluency in English and his philosophical approach to articulating complex cultural concepts. As one Reddit user observed about his earlier UN speech, “He really is leader material, not just for the group, but in general. It’s really admirable”. The continuity between his UN addresses about youth empowerment and self-love and his APEC speech about cultural diversity and creative investment demonstrated RM’s consistent values and messaging across different global platforms.
Beyond fan communities, the speech contributed to broader conversations about how cultural influence intersects with economic development and international relations. As Korea Times noted, “RM’s presence also emphasizes a paradigm shift: Diplomacy is no longer solely in the hands of politicians and economists, but also in the hands of artists who have global influence”. This observation captured how soft power increasingly operates through cultural figures with authentic followings rather than only through traditional governmental channels.
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Looking Forward: BTS’s Anticipated Return
RM’s APEC appearance occurred as BTS prepares for their highly anticipated full-group comeback following all members’ completion of South Korea’s mandatory military service. During the speech, RM was working alongside his fellow members on new music, with the group having confirmed plans to release their first album in six years in spring 2026.
According to multiple reports, BTS is planning an extensive world tour to accompany their 2026 comeback, potentially featuring around 65 shows with more than 30 concerts scheduled in North America alone. This would mark their first tour since the “Permission to Dance on Stage” series and their first full-group performances since their October 2022 concert in Busan. During a July 2025 Weverse livestream—their first full-group broadcast in nearly three years—the members announced they were “approaching this project with the same spirit we had when we first started,” suggesting a return to core principles after years of individual growth.
RM appeared to confirm the March 2026 timeline during a recent red carpet interaction, stating “Anyway, please look forward to it at the end of March next year!”. His comment that the group was “still preparing the album and filming the music video” indicated substantial creative work was underway. The combination of new music, extensive touring, and high-profile appearances like the APEC speech positioned BTS for what many observers expect will be their biggest comeback yet.
Conclusion: Cultural Power in the Twenty-First Century
RM’s keynote address at the APEC CEO Summit represented far more than a single K-pop artist’s achievement. It symbolized a fundamental reconfiguration of how cultural production intersects with economic policy and international relations in the twenty-first century. By standing before assembled heads of state and corporate leaders to advocate for creative investment and cultural exchange, RM embodied the thesis that soft power—the ability to attract and persuade through culture rather than coercion—has become a central element of national influence and economic competitiveness.
The speech’s core arguments—that cultural diversity fuels creative innovation, that borderless fan communities can build understanding across geopolitical divides, that investment in arts yields both economic and social returns—offered a compelling counter-narrative to protectionist or zero-sum approaches to international cultural exchange. RM’s river metaphor, his bibimbap analogy, and his emphasis on ARMY’s “borderless solidarity” all positioned culture as naturally flowing, syncretic, and collaborative rather than bounded, pure, or competitive.
As First Vice Minister Kim Young-soo noted, Korea now treats culture not as supplementary to economic development but as “a central engine of future global cooperation”. RM’s APEC appearance—alongside HYBE’s Diamond Sponsorship and G-Dragon’s appointment as Cultural Ambassador—demonstrated this strategy in action, deploying Korea’s most globally recognized cultural figures to shape international perceptions and build economic partnerships.
For BTS and K-pop more broadly, the APEC speech marked another milestone in an ongoing journey from peripheral entertainment to central global phenomenon. From handing out flyers on Seoul streets to addressing the world’s most powerful economic leaders, BTS’s trajectory—as narrated by RM himself—illustrates both the power of persistent creativity and the increasingly porous boundaries between culture, economics, and diplomacy in our interconnected world. As RM eloquently stated, culture indeed operates as “a bridge that connects worlds”—and on October 29, 2025, that bridge extended into one of the world’s most influential economic forums, forever changing what it means to be a K-pop artist on the global stage.
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