Blackpink’s Evolution Showcases The Internationalization Of The K-Pop Genre

K-pop has evolved throughout the last three decades from a local genre to global eminence.

The industry—characterized by its catchy choruses, upbeat rhythms and synchronized choreography—began as a musical subculture in South Korea during the 1990s and has gained popularity across the United States, Latin America and Asia. 

International growth has inspired K-pop groups to rebrand into a globally marketable image—from wardrobe transformations to the addition of cutting-edge technology in concerts and music videos. 

Blackpink, a girl group formed in 2016, has become one of the most popular K-pop bands and is a prime example of this change. 

Compared to their first song, Whistle, released seven years ago, Blackpink underwent a notable difference in their public image. 

Initially, fans argued that the band’s styling choices failed to highlight the personalities and beauty of its members. 

For example, while they had colorful wigs and interesting outfits that were common in K-pop, that did nothing to help their image. Their music video sets also didn’t capture the storytelling of their songs.

However, when looking back at their single Pink Venom, released in 2022, these complaints are no longer applicable. Their fashion choices and music video sets portray a confidence not highlighted in the group’s early years. 

This is largely due to the industry’s internationalization. As K-pop started to reach worldwide audiences, the genre kickstarted an era characterized by bigger budgets, resulting in more concerts, betters looks and stronger advertising. Their music also features more English lyrics to reach wider audiences.

After gaining traction in the Western Hemisphere, K-pop’s image transcends their usual Korean fanbase. 

Now, collaborations with U.S. brands and invitations to exclusive events are common among Korean pop groups. 

For Blackpink, this growth in American mainstream media translates to performing at highly streamed events like Coachella and becoming influential ambassadors for top brands.

Jennie, the main rapper and lead vocalist of Blackpink, has become an appointed face of Chanel and a close partner with Calvin Klein. Since 2023, she has received invitations to infamous events such as the Met Gala. 

Other members of Blackpink have secured partnerships with big-name brands like Bulgari, Celine, Yves Saint Laurent, Self-Portrait and Tiffany & Co.

Internationalization has transformed the style and expectations of K-pop groups such as Blackpink and has opened the door for newly debuted groups to captivate global audiences.