You're right BTS' storyline had a lot more people invested in it
whether you stanned them or not
It was panned out so brilliantly that it excited even casuals or so I've been told
Plus they practically popularized the idea 
If I'm being honest, I dont think kpop would have given much extra thought to universes
and lores had the bangtan universe not existed and had been so successful
This is about the lore success not how much impacted the artist compare to others aspects.
I got different responses on ws so now I’m doing it here to see....
From what I've seen, Loona, Stray Kids, and Aespa
aespa because they're the only ones who actually have it overtly featured in their music. Like sure BTS and EXO have storyline and sure you can analyze their lyrics and play connect the dots to make them fit that, but you can still fully listen to and enjoy their work without knowing anything about their lore. Even casual fans of aespa know what Naevis is.
The best success for lore IMO is something straightforward and easy to understand like T-ara
The fact that many got into BTS due to BTS universe is proof in itself.
Although I came in late 2017, after DNA, Mic Drop, Spring Day and Not Today, I got sucked into BTS lore and felt so amazed by the creativity and relatability of it all. The songs, concepts, especially the short films!! Ahhh and the literary references!! I love books and arts so I was blown away by the sophistication of incorporating bits and pieces and making it so cohesive....
ps - it’s amazing non fans who don’t know the impact of BU on ARMYs just assumed it was not important. Stop projecting your beliefs on how we experienced our discovery of BTS.
Social media influencers.
BP is making tons of money.
EXO. SM lifted it for their whole SMCU concept, after all, but the EXO lore ran strong through videos through many years.
They embraced it clearly in music videos from Mama, when they explicitly introduced it, to Overdose to Monster to Power, where they're fighting giant robots.
But tbf, all of this discussion around lore is going to be slightly biased because if you follow the group, you see the lore but if you don't, you may not know it exists. I see people on here talking about BTS' lore and I didn't even know it existed until this year because I don't follow the group.
The answer to "Most Successful" in almost everything in kpop will be BTS.
But anyways do you guys know it wasn't supposed to be 'BTS Universe'. It was just supposed to be 'HYYH Universe'. Because of the success of HYYH era, it was later converted to 'BTS Universe'.
It started with music videos and short films. Then came books, posters, short stories, webtoon, visual novel, logos. It now has drama, animation and 3D CG movie in production.
It has become a norm in kpop to have these things nowadays but they weren't happening before 'HYYH Universe' that's what makes it the most successful.
BTS probably because BTS is the most succesful group
For me BP's lore is the most successful
From Dungeon #1 to Dungeon #2 all the way to Dungeon #101, we get to explore the various aspects of the darkness and the mismanagement in the different dungeons in the universe, all this while praying to the one true God which is Teddy.
Fans and non fans alike will know of this lore and can relate highly to it. Best of it all, it wasn't forced into our throats like other lores, it happened oRgAnIcAlLy
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