BTS’s popularity has a direct and almost immediate impact on how fast items tied to the group sell out, often regardless of pricing, quantity limits, or promotion. With one of the largest and most globally connected fanbases in music history, any official BTS release instantly reaches millions of potential buyers across different time zones. This level of reach means that even products stocked in large quantities can disappear within minutes, especially when purchases are driven by emotional significance, such as comeback-related merchandise or items connected to live concerts.

What sets BTS apart is that demand is not limited to casual consumers. ARMY treats official merchandise as both functional and symbolic, a light stick isn’t just a concert accessory, but a marker of belonging and participation. When an item is positioned as essential, like being required for concert synchronization, the urgency multiplies. Fans rush to buy not out of hype alone, but out of fear of exclusion from the full experience. Add collectors, international resellers, and group orders into the mix, and stock depletion becomes almost inevitable.

This pattern has repeated across albums, tour tickets, pop-up merch, and now light sticks. BTS’s brand power turns every release into a global event, where demand consistently outpaces supply. The result is rapid sell-outs that signal success but also expose the logistical challenge of serving a fandom of this scale, one that no longer behaves like a niche market, but like a worldwide consumer force.

While the BTS Official Light Stick Ver.4 sold out within minutes of its release, the excitement was quickly followed by growing concern from ARMYs worldwide. Many fans took to social media to question HYBE and Weverse’s preparedness, especially with BTS’s highly anticipated comeback and tour approaching.

One widely shared comment criticized what fans see as chronic underestimation of demand. “It’s ridiculous that HYBE is underestimating how many people will buy the lightstick, especially since they made it mandatory for everyone to have it. If you’re going to make this the only usable lightstick at the concert, you better be ready for everyone with a ticket trying to get it,” the fan wrote. The concern echoes a broader frustration over reports that Ver.4 will be required for full concert synchronization.

Another fan pointed out global industry standards, writing, “The condition to be connected at the concert is to get the new light stick but they didn’t even have enough stock for everyone. Most worldwide bands do made-to-order manufacturing for merch. I know it’s part of the scarcity marketing strategy but not cool.” Many agreed, arguing that artificial scarcity feels particularly unfair during a major reunion era.

Technical issues added fuel to the backlash. As Weverse struggled under traffic, one comment bluntly stated, “BTS is back. It’s time to upgrade the servers. We can’t be playing these games anymore.” Others focused on accessibility, urging immediate action: “Please restock the BTS OFFICIAL LIGHT STICK Ver.4. The demand is high, please make sure to stock enough units for ARMY worldwide.”

Some fans turned to humor to cope, with one viral post reading, “Thank god the live will be on Netflix cos what the hell is this Weverse 💀.”

As anticipation for BTS’s March comeback grows, fans are calling not just for restocks, but for better infrastructure and fairer access—hoping future releases reflect the scale of BTS’s global fandom.

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