“Blackpink in your area”: This tag line sending many K-pop fans wild with excitement. Blackpink is more than a girl group — they’re a real movement, a lifestyle, a cultural phenomenon.
Since their debut in 2016, the South Korean girl group Blackpink has risen to become one of the top pop exports worldwide — and they are not just traveling the globe as musicians. Jisoo, Jennie, Rosé and Lisa take on alternating roles as fashion icons, brand ambassadors and influencers, too.
Their “Deadline World Tour,” which will whisk them across the globe on the big stage, is kicking off on July 5.
Product of the South Korean entertainment industry
Blackpink was founded by YG Entertainment — one of the biggest companies in the K-pop industry. As is common in South Korea, the young women underwent years of training in singing, dance, languages and stage presence.
Their debut, a double single featuring the songs “Boombayah” and “Whistle,” came out in 2016. The combination of electronic beats, spoken singing, catchy refrains and lyrics in Korean and English was a sensational hit — even outside of Asia.
Symbol of the ‘Korean wave’
With their music, elaborate music videos and a very distinct style concept, Blackpink quickly rose to become one of the most successful K-pop groups of all time. Their breakthrough epitomizes the “Korean wave” (in Korean hallyu) — the international rise in South Korean culture since the 2000s.
Despite Blackpink’s success and the impending comeback of the boy group BTS, this music genre hasn’t been booming as much in recent years, according to Adam Zulawnik, a researcher and teaching specialist in Korean Studies at the University of Melbourne. But he adds that the South Korean entertainment industry is extremely resilient and innovative — not least thanks to special support from the government. The aim is not only to boost the economy, but especially to pursue the national strategy for so-called soft power: This sector is meant to help reinforce South Korea’s positive image through cultural exports such as K-pop or Korean Netflix series.
Four personalities — one style
Unlike many other K-pop groups, Blackpink features just four members — and each one has their own special vibe.
Jennie, who grew up in New Zealand, is known for her fashion style and her role as a brand ambassador for Chanel.
Jisoo is the group’s visual icon and is also a successful actress.
Rosé was born in New Zealand, grew up in Australia, and enthralls audiences with her soulful voice and melancholic style.
Lisa, originally from Thailand, enthuses audiences with her precise dancing skills and international social media presence.
This diversity has enabled the group to appeal to a broad variety of target groups worldwide — both through their music and visually.
“Many South Korean artists have, indeed, either transcended or perhaps even discarded a certain ‘Korean’ness’ in favor of a more general artistic style,” Adam Zulawnik told DW. “A prime example would be Blackpink’s Rosé and Bruno Mars’ fairly recent hit single ‘APT,’ a tune that you would hardly associate with traditional forms of K-pop or anything Korean save the title/theme and Bruno Mars enthusiastically waving a South Korean flag mid shot — in fact, many netizens saw the more general ‘pop/rock’ style as refreshing.”
Their trademarks: Fashion and beauty
Blackpink is famous for more than their music — they’re also big-name fashion and beauty influencers. All four members collaborate with international luxury brands, including Dior, Chanel, Saint Laurent or Celine, alongside cosmetic brands like MAC or Hera. Fans imitate their looks all over the world.
The overlap between pop culture and the fashion industry stems from the South Korean entertainment industry’s comprehensive marketing strategy. Zulawnik lists some examples, “from BTS meals at McDonald’s in Australia to 17 branded snacks in the People’s Republic of China.”
He adds that this is particularly visible in Southeast Asia — one of the primary markets for the K-pop industry — with various collaborative projects between K-pop groups and local brands and businesses.
Social networks as a factor for success
A crucial component of Blackpink’s success is their strong online presence. The girl group runs one of the top YouTube channels in the world. More than 90 million people follow them for their music videos, rehearsal clips and a peek into their lives.
On platforms such as Instagram, TikTok or the Korean fan platform Weverse, the group maintains close contact with their fan community — the “Blinks.” This digital proximity to their community amplifies their impact, making them appear approachable without losing their glamor factor.
What Blackpink has changed in the K-pop industry
For a long time, boy groups dominated the South Korean music business. Blackpink has permanently changed that image. They show that girl groups can enjoy international success without conforming to stereotypical roles. They radiate self-confidence, professionalism and creativity — making them role models for many artists-to-be.
They have also influenced many other K-pop groups with their formula of a small group with distinct profiles, a limited number of successful releases and global public relations. The so-called Blackpink effect is now an established concept in the sector, meaning the four young women remain an influential force for pop culture. And fans will be able to see that for themselves on the upcoming “Deadline World Tour.”
This article was originally written in German, the interview was conducted by Stuart Braun.
