This was the atmosphere on the afternoon of February 27 at the National Museum of Korea (NMK) in Yongsan, Seoul. The museum was packed to the point that it was almost impossible to walk through, as general visitors and BLINKs gathered for the launch of the “NMK X BLACKPINK” project.
Starting from February 26th until March 8th, BLACKPINK collaborates with the National Museum of Korea for a special cultural project. The event includes a listening session of the group’s third mini album “EXPIRATION”audio guides personally recorded by members and a lighting event organized in the museum area.
At 2pm, the listening session of “EXPIRATION” officially open to visitors. Long lines had already formed before it even started. Located in the museum’s main atrium along the “Path of History” in front of the Gwanggaeto King Stele, the listening session allowed only five participants at a time to experience the tracks.
Due to the limited capacity, waiting times lengthened to several tens of minutes. Nonetheless, the fans patiently lined up, visibly excited. Within just an hour, around 100 visitors attended the session.
The listening experience was designed in a unique format: when a visitor stood at a designated spot, music flowed from above his head. Although brief, the immersive setup allowed fans to enjoy the new songs while taking commemorative photos inside the booth. The atmosphere inside was full of anticipation and joy.
A mother and daughter duo shared, “We heard about the collaboration between BLACKPINK and the museum and decided to visit it today. We are fans of BLACKPINK, so we had high expectations for this project.”
The scene was not limited to domestic visitors. A notable number of international fans were also present. While many tourists from all over the world visit NMK to explore Korean history, on this day the BLINKs visiting specifically for the collaboration stood out even more.
Hwang Tae Jin, who resides in the United States and was visiting Korea for tourism, said he decided to come after learning about the project. “I have been interested in BLACKPINK for a long time. When I heard that they were cooperating with the museum, I came here. Since I am already at the museum, I also plan to visit the exhibits and learn more about Korean history,” he explained.
The collaboration extends beyond the listening session. From the first to third floors of the museum, visitors can admire the exhibitions accompanied by special audio guides recorded by members. Jennie and Rosé recounted artifacts including the gold earrings from the Geumgwanchong Tomb in Gyeongju, the white porcelain moon vase, the seated Avalokiteshvara bodhisattva in gilt bronze, and the bronze water bottle with landscape design inlaid in silver. Jisoo and Lisa provided audio commentary for Gyeongcheonsa Temple’s Ten-Story Stone Pagoda, the Golden Bird Wing Ornament, the Gilded Bronze Pensive Bodhisattva, and the Gamsansa Temple’s Standing Maitreya Bodhisattva.
A museum official explained that the eight representative artifacts were selected after an internal review to best match the individual images of BLACKPINK members.
The global scale of the collaboration is also reflected in the linguistic choices. Rosé recorded her guide in English, while Lisa participated in Thai, with its Thai-language version scheduled for release after March 6. Through multilingual storytelling, the museum aims to present Korean cultural heritage more effectively to international audiences.
The National Museum of Korea expressed confidence that the partnership with BLACKPINK would help expand the global reach of Korea’s cultural heritage. A representative said the museum has continuously sought ways to actively share Korean heritage with the world. As BLACKPINK has nearly 100 million YouTube subscribers globally and serves as a cultural icon that elevates K culture through music loved by both men and women, the collaboration was planned as a symbolic meeting of two global ambassadors representing Korea in their respective fields.
The official stressed that the core of the collaboration lies in the harmony between the symbolic value of the historical artifacts and the images of the members, conveyed through the audio commentary of the exhibition. They added that bringing together the voices of world-class artists with cultural heritage spanning thousands of years could create a unique and moving experience. The museum expects the group’s global influence to help expand the international impact of Korea’s cultural heritage and demonstrate how traditional culture and contemporary culture can mutually grow.
This marks the first time the National Museum of Korea has collaborated with a K-pop artist. The museum also hinted at the possibility of future collaborations with other cultural figures if this project receives strong public support.
For now, one thing is certain: Thanks to BLACKPINK, the National Museum of Korea has become one of the hottest cultural destinations, where K-pop and centuries of Korean history meet in one powerful
Sources: Hankook Ilbo,YG Entertainment
