Global K-pop phenomenon BLACKPINK is redefining its music promotion strategy once again, this time through an unprecedented partnership with the National Museum of Korea (NMK).
In collaboration with YG Entertainment and global streaming platform Spotify, the project titled “National Museum of Korea X BLACKPINK” will last from February 27 to March 8, coinciding with the release of BLACKPINK’s third EP, EXPIRATION. This marks the first time in history that a K-pop group has performed a large-scale collaboration with a national museum.
A pink-lit museum
During the event period, the museum’s exterior facade and outdoor plaza will be lit in BLACKPINK’s signature pink every day from 4pm to 10pm, offering visitors a unique nighttime cultural experience that blends contemporary pop aesthetics with traditional heritage architecture.
Inside the museum there will be an area dedicated to listening along the “Road of history” in the east wing. Starting at 2pm on February 27, the official release time, visitors will be able to stream the entire film EXPIRATION EP. Special pre-listening sessions begin on February 26, with select time slots reserved exclusively for Spotify Premium users.
Members lend their voices to cultural heritage
The collaboration extends beyond music streaming. BLACKPINK members personally recorded multilingual audio guides for eight key artifacts within the museum’s collection.
- Jisoo and Jennie will provide Korean narration.
- Rosé will record the English version.
- Lisa will deliver the Thai language guide.
Visitors can access audio content via QR codes placed near the exhibition areas. The full release of the multilingual guide project is expected in March.
NMK director You Hong June described the collaboration as an effort to “reinterpreting cultural heritage through contemporary language”, with the aim of attracting younger audiences and international visitors. With a global fan base estimated at 100 million, BLACKPINK is seen as a powerful cultural bridge connecting Korean history to global audiences.
About the EP EXPIRATION
The five-track EP includes the title song GOpre-release single JUMPand additional tracks Me and mine, SampleAND Fxxxboy. According to YG Entertainment, the album captures “BLACKPINK’s most irreversible moments and their brightest present,” signaling a bold new artistic chapter for the group.
Combining pop music with national heritage, BLACKPINK EXPIRATION The rollout demonstrates how K-pop continues to innovate, not only sonically, but also culturally, expanding the boundaries of how music can be experienced and promoted on a global scale.
Sources: Netizenbuzz
