BLACKPINK x National Museum of Korea, First Large-Scale Collaboration in K-Pop... Promoting Cultural Heritage

The group BLACKPINK is stepping up as ambassadors to promote our traditional cultural heritage to the world, partnering with the National Museum of Korea to present an unprecedented large-scale collaboration project.

◆ The First K-Pop Star Collaboration with the National Museum of Korea... Artifact Explanations in the Members' Voices

From the 26th to the 8th of next month, BLACKPINK will conduct a project to celebrate the release of their mini album 'DEADLINE' in collaboration with the National Museum of Korea (hereafter referred to as NMK). As the first K-Pop artist to officially collaborate on a large scale with NMK, they will provide audio docent explanations of 8 representative artifacts recorded by the members themselves for the visitors. This collaboration is a symbolic case of extending BLACKPINK's global influence beyond music and fashion to the value of our traditional cultural heritage, and during the event period, the museum's exterior will be illuminated with pink lights symbolizing them, creating a spectacular scene.

◆ Enjoying New Music in Front of the Gwanggaeto Stele... A Special Experience with Spotify

On the day before the new release, starting from the 26th, a listening session for the new music will be held in the Gwanggaeto Stele area located in the main lobby 'Path of History' of NMK, in partnership with the global music platform Spotify, offering a special opportunity to preview BLACKPINK's new song, which will be unveiled after 3 years and 5 months. Pre-listening applications will be available through Naver reservations starting on the 19th, and from 2 PM on the album release date, the 27th, anyone can freely participate during museum operating hours, which is expected to attract a large number of fans from around the world to NMK.

◆ The Artist's Journey is K-Culture... A New Paradigm for Promoting Traditional Culture

Cultural experts have evaluated this collaboration as "a clever attempt to naturally introduce our culture through the voices of beloved stars, resulting in a powerful promotional effect," predicting that the synergy created when the global brand BLACKPINK meets Korean identity will elevate the status of K-Culture beyond mere commercial success. The album 〈DEADLINE〉 will include a total of 5 tracks, including the title track 'GO', capturing 'the most radiant present of BLACKPINK at this moment', and their comeback in a historical space like the museum is expected to add a profound artistic narrative to their activities.