BTS and BLACKPINK to Showcase Korea's Cultural Heritage to the World

National Museum of Korea to Glow Pink
"Arirang" to Echo Along the King's Road in Gwanghwamun
Government: "A Chance to Showcase the Power of K-culture"

Example image of the National Museum of Korea 'National Museum of Korea X BLACKPINK' outdoor lighting event. Provided by the National Museum of Korea.

Global K-pop stars such as BTS and BLACKPINK have stepped up as ambassadors to promote Korea's traditional cultural heritage to the world. As they use major cultural properties as performance stages and take part in guiding foreign visitors to these heritage sites, viewership of cultural heritage by foreigners visiting Korea, along with related spending, is expected to increase.

According to the music industry and the National Museum of Korea on the 19th, BLACKPINK will launch a large-scale collaboration project with the museum from the 26th of this month to the 8th of next month to celebrate the release of their new mini album "DEADLINE." BLACKPINK is the first K-pop act to officially carry out a large-scale collaboration with the National Museum of Korea. During the collaboration period, the exterior of the museum building will be lit up in pink, the color symbolizing BLACKPINK.

The BLACKPINK members will serve as guides to Korea's cultural heritage by taking part in audio commentary (audio docent) for eight representative artifacts of the National Museum of Korea. The artifacts featured in the commentary are the Gilt-bronze Pensive Bodhisattva, the Ten-story Stone Pagoda from Gyeongcheonsa Temple Site, the Moon Jar White Porcelain, the Gold Crown Ornament in the Shape of Bird's Wings, the Stone Standing Maitreya Bodhisattva from Gamsansa Temple, the Gold Earrings from the Couple's Tomb in Gyeongju, the Gilt-bronze Seated Avalokiteshvara Bodhisattva, and the Bronze Ewer with Silver-inlaid Riverside Scene Design.

The third mini album "DEADLINE," which will be released on the 27th, is BLACKPINK's first album in 3 years and 5 months. It contains a total of five tracks, including the title track "GO" and the pre-released song "JUMP." Starting on the 26th, one day before the release, a listening session for the new album's tracks will be held in front of the Stele for King Gwanggaeto the Great in the Path of History in the main lobby of the National Museum of Korea.

BTS, who will make a comeback next month with their fifth full-length album "ARIRANG," will hold a large-scale comeback concert at 8 p.m. on March 21 at Gwanghwamun Square in Seoul. This is their first new album in about 3 years and 9 months since "Proof," released in 2022. The album includes 14 tracks that capture universal emotions such as the group's identity and longing.

Foreign tourists are filming BTS comeback promotional materials on the steps of Sejong Center for the Performing Arts in Seoul. Yonhap News

BTS GQ cover, BLACKPINK 'Deadline' image. Provided by GQ, YG Entertainment

BTS plans to begin inside Gyeongbokgung Palace, pass through Gwanghwamun Gate and Wolde, and then perform on a stage installed at the northern starting point of Gwanghwamun Square. An official from their agency BigHit Music explained, "We wanted to prepare the first stage in a symbolic space that represents Korea." The concert will be broadcast live to more than 190 countries around the world via the over-the-top (OTT) service Netflix.

The police expect that up to 260,000 people will flock to Gwanghwamun Square and the surrounding downtown area on the day of the concert. Fans around the world are already showing great interest in Gyeongbokgung and Gwanghwamun, mainly through social networking services (SNS).

As the Korean Wave spreads through K-pop, foreign interest in Korea's cultural heritage has also been on the rise. According to the Cultural Heritage Administration, the number of visitors to the Four Grand Palaces, Jongmyo Shrine, and the Royal Tombs of the Joseon Dynasty reached 17,814,848 last year, the highest figure on record.

The government also views this concert as an opportunity to showcase the power of K-culture and has pledged active support. At a press conference on the 12th marking his six months in office, Minister of Culture, Sports and Tourism Choi Hwiyeong said, "It is meaningful and I am grateful that BTS's new beginning will start at Gwanghwamun, a symbolic space," adding, "We will provide meticulous support in every aspect to ensure the concert is successfully held."

Minister Choi said, "It has been a while since we have been able to present the essence of Korea, including traditional culture, and the government is working closely with HYBE on safety and other issues to prepare well." He went on to say, "I expect that the phenomenon of enjoying Korea's traditional culture will gain even more momentum through BTS's concert at Gwanghwamun."

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