You probably know who BTS is even if you don't like K-pop.
Simply put, they are the biggest boyband in the world, known for their upbeat songs, extensive tours, and catchy dance moves.
The group is currently on hiatus so that some of its members can serve in the South Korean military, but this week, fans were still out in full force to celebrate the 10th anniversary of their first song.
Superfan Beth Law tells BBC Newsbeat that she is "so grateful" for the friends she has made through BTS.
The 26-year-old Weston-super-Mare resident is a member of the BTS ARMY, a group of fiercely devoted fans who are encouraged to support not only the music group but also one another.
It's been an amazing journey, she continues, "I even met my boyfriend through BTS.".
Just Beth and her boyfriend are a couple of the millions of fans who follow the band's every move. But why do their fans hold such high regard for them?
BTS have supported Beth not only in her love life but also in terms of her mental health.
The band has received praise over the past ten years for including themes relating to mental health in their songs, and Beth claims one song in particular, called Reflection, spoke to her.
"I distinctly recall just listening to the song while crying while reading the lyrics because they made me feel seen and heard. I was alone in my room. ".
Beth finds the lyrics about "self-love" and "taking care of yourself," even though the group is singing in a foreign language, to be incredibly powerful.
BTS are frequently cited as one of the reasons why Korean culture has gained popularity in other parts of the world.
They were the first Korean act to have an album top the UK charts, and they have previously been named the world's best-selling artists, surpassing artists like Taylor Swift and Adele.
K-pop enthusiast Jenny Sheehan thanks the group for "opening up my world to music that isn't in English" on her own YouTube channel.
"The music videos have subtitles so that you can see what they are saying, and it's usually so profound and there are so many cultural references in there. ".
Jenny believes that the way they interact with their fans is also unique from other musicians.
They go above and beyond for their fans, which is something I may not have seen from Western musicians. To communicate with us and read messages, they go live frequently. ".
According to music journalist and K-pop expert Taylor Busby, BTS's ability to interact directly with their fans has set them apart from other bands and made them an "unstoppable force.".
Many artists weren't regularly using social media, according to one researcher. They were only using it to post links to videos and album updates. ".
Members of the band frequently shared their personal struggles and frailties in these interactions and live streams, forging bonds with the audience.
"BTS were there right away, just chatting. It appeared as though the wall that K-pop previously had was absent because you could receive responses. ".
Taylor believes that BTS's success "opened the door" for other Korean musicians and expanded the K-pop industry internationally.
While Red Velvet has been scheduled for a European tour, groups like Blackpink have performed at Coachella and will do so in London this summer.
Prior to BTS, very few K-pop idols were able to pull this off. ".
Even though the group isn't currently working on any new music, fans like Mel James, who is currently based in Seoul, have been going all out in the last week to commemorate the birthday.
The 26-year-old English teacher finds it "amazing to see" the purple-colored cityscapes that symbolize the band.
"There are performances everywhere, and the Banpo Bridge over the Han River is purple with fountain performances.
In supermarkets, there are sales happening. There is simply so much joy.
It just goes to show that authenticity is ideal because this doesn't happen for everyone, she continues.
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