K-pop girl group BLACKPINK is broadening its upcoming album launch by partnering with the National Museum of Korea (NMK), creating a project that combines the group's worldwide impact with Korean cultural heritage.
The ‘National Museum of Korea X BLACKPINK’ initiative, according to the museum and YG Entertainment, is scheduled from 27 February 27 to 8 March to align with the launch of BLACKPINK's third EP, Deadline, as reported by The Korea Times.
This marks the first large-scale collaboration between a K-pop group and a government-run museum, with Spotify serving as an official partner.
During the event, the museum's exterior and outdoor plaza will be lit in the group's signature pink every day from 4 p.m. to 10 p.m., providing a nighttime viewing experience for visitors.
Inside the museum, a dedicated listening zone will open on 27 February at 2 p.m. for visitors to listen to the full album at its official release.
Encouraging more museum engagement
BLACKPINK members also recorded audio guides that introduce eight key artefacts from the museum’s collection. These guides can be accessed via QR codes near the exhibits. Jisoo and Jennie will narrate in Korean, Rosé will do the English versions, and Lisa will provide a Thai-language guide, which is set for release in March.
NMK director general You Hong-june says the collaboration aims to “reinterpret cultural heritage through the language of today” and to foster greater visitor engagement with the museum.
He added that collaborating with BLACKPINK, which has an estimated global fan base of about 100 million, could make Korean history and artefacts more approachable to international audiences.
YG Entertainment characterised the project as a convergence of “a K-pop act that has written its own chapter in global music history and a museum representing Korea’s cultural identity,” adding that the initiative aims to forge a novel experience that connects music with cultural heritage.
Elsewhere, the Mall of America (MOA) in Bloomington, Minnesota, has announced plans to open a new K-pop retail destination in 2026. The concept is designed to connect fans with their favourite artists, offering an immersive, fan-driven retail experience.
In 2024, the British Museum in London teamed up with K-pop girl group NewJeans to record the institution's official Korean audio guides.
Charlotte Coates is blooloop's editor. She is from Brighton, UK and previously worked as a librarian. She has a strong interest in arts, culture and information and graduated from the University of Sussex with a degree in English Literature. Charlotte can usually be found either with her head in a book or planning her next travel adventure.
Therme Bucharest 
