Does BLACKPINK Play the Geomungo? How K-Idols Promote Korea

BLACKPINK·BTS... Introducing 'Traditional Korean Culture' in Music Videos
Effective in Promoting Korean Culture Worldwide
Concerns Raised Over Distortion and Alteration

A scene from the music video teaser of BLACKPINK's "Pink Venom," which is making a comeback on the 19th, shows a woman with mother-of-pearl nails playing the geomungo. Photo by BLACKPINK YouTube capture

[Asia Economy Culture Intern Reporter Young In] On the 19th, BLACKPINK's music video teaser for their comeback with the second full album 'Pink Venom' was released. The video features a figure draped in black cloth playing the geomungo, which soon transitions into a powerful beat. Additionally, one of the members appears with mother-of-pearl patterned nail art, and the background includes a pendulum inspired by the Angbuilgu (Korean sundial), leading to opinions that this is a 'Korean-style' music video.

Idols are maximizing traditional Korean elements by incorporating Korean-themed concepts, costumes, and props into their music videos and songs. Fans responded positively, saying, "It can promote Korean culture worldwide." However, some critics pointed out, "The hanbok is heavily modified, and some parts cannot be considered traditional."

◆ 'Korean Style' as a Trend Among Idols

Recently, more idol groups are incorporating Korean aesthetics into their music and daily lives. They express Korean culture through music videos, costumes, sets, and props.

In 2020, BLACKPINK's 'How You Like That' featured main costumes of jeogori and hanbok skirts adorned with traditional Korean patterns. At that time, member Jisoo's nail art was based on Hunminjeongeum. BLACKPINK also performed on NBC TV's 'The Tonight Show Starring Jimmy Fallon' wearing hanbok-inspired outfits. Subsequently, overseas fans uploaded cover dance videos wearing modified hanbok, and the search interest for 'hanbok' rose from 50 to 98 out of 100 after the broadcast. During the 'DDU DU-DDU DU' promotions, the music video used traditional Korean roof tiles as the background.

BTS actively incorporated Korean culture into the concept, costumes, and props of their 2018 song 'IDOL,' blending traditional Korean music (gugak) into the song. The music video featured Korean architecture and the Bukcheong Lion Dance imagery. The lyrics included rhythmic patterns from the gutgeori jangdan such as 'deonggideok kungdeoreoreo' and exclamations like 'eolsu.' At the 2018 MAMA (Melon Music Awards), BTS members showcased traditional dances: J-Hope performed Samgomu, Jimin the fan dance, and Jungkook the Bongsan Talchum. Behind them, Sangmo spinning and the lion dance took place, earning praise as a fusion gugak stage rarely seen in idol performances. BTS also performed in front of Gyeongbokgung Palace's Geunjeongjeon Hall.

In the 2018 MAMA, Jimin performed the fan dance, while fellow members J-Hope showcased Samgomu and Jungkook presented Bongsan Talchum. Photo by Melon, captured from Melon YouTube.

Additionally, VIXX's 'Doomdada' showcased Korean beauty with lyrics entirely in Korean and began with the gayageum, using fans as stage props. ONEUS released 'Ga Ja' in 2019 and later 'Wolha Miin,' their second Korean-style narrative, featuring pansori and Yangju Byeolsandae Nori masks in the music video.

◆ Promoting Korean Culture vs. Modified Versions Are Not Our Culture

Comments on BLACKPINK's music video teaser included "Expressed stylishly," and "The mother-of-pearl nail art is so pretty, I want to try it too." The geomungo featured in the video is a traditional Korean string instrument originating from Goguryeo, which led to reactions that the video prevents it from being labeled as 'Oriental' or 'Chinese style' from the start.

Experts say that unlike in the past when idols wore hanbok only during holidays like Seollal and Chuseok, hanbok is now becoming popularized as idols wear it in albums and music videos. Jeogori collars, goreum (ribbons), and norigae (ornaments) are commonly used in idol stage costumes. However, some argue that the hanbok worn by idols is heavily modified and cannot be considered traditional.

In some online communities, there are differing opinions regarding the authenticity of hanbok. One netizen claimed, "Hanbok that has changed with the times is still our culture," while another responded, "It looks more like regular clothes. Hanbok is not a crop top," highlighting the divided views. Others expressed concerns such as "Tradition is fading," and "It seems like they are deliberately adding 'gukppong' (nationalistic pride that is exclusionary and considers one's own nation superior)."

Blackpink's hanbok worn during the "How You Like That" promotions is a modernized hanbok that reinterprets the Cheollik, jeogori, and chest cover, traditional garments of a Goryeo Dynasty military officer. Photo by YG Entertainment

Experts say that while globally influential K-POP idols promoting Korean culture has a positive impact, it is essential to preserve tradition. Kim Heon-sik, a popular culture critic, stated, "With the start of Hallyu 4.0, everyday culture and Korea's unique culture are merging," adding, "Overseas, Korean culture appears fresh as unique and differentiated." He also said, "Idols who lead fashion and trends can effectively convey the authenticity of Korean culture," but emphasized, "However, it is necessary to proceed in a way that maintains the original form and essence of the culture, promoting coexistence and balance."

This content was produced with the assistance of AI translation services.