That 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 of being nearly impossible to walk through, as general visitors and BLINKs gathered for the launch of the “NMK X BLACKPINK” project.
Starting February 26 and running through March 8, BLACKPINK is collaborating with the National Museum of Korea for a special cultural project. The event features a listening session for the group’s third mini album “DEADLINE”, audio docent guides personally recorded by the members, and a lighting event held across the museum grounds.
At 2 PM, the listening session for “DEADLINE” officially opened to visitors. Even before it began, long lines had already formed. Located in the museum’s main lobby along the “Path of History” in front of the Stele of King Gwanggaeto, the listening session allowed only five participants at a time to experience the tracks.
Due to the limited capacity, waiting times stretched to several dozen minutes. Nevertheless, fans patiently lined up, visibly excited. Within just one hour, approximately 100 visitors participated in the session.
The listening experience was designed in a unique format: when a visitor stood at a designated spot, music flowed from above their head. Though brief, the immersive setup allowed fans to enjoy the new songs while taking commemorative photos inside the booth. The mood inside was filled with anticipation and joy.
One mother-and-daughter pair shared, “We heard about the collaboration between BLACKPINK and the museum and decided to visit today. We’re fans of BLACKPINK, so we had high expectations for this project.”
The scene was not limited to domestic visitors. A noticeable number of international fans were also present. While many global tourists visit the NMK to explore Korean history, on this day, 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’ve been interested in BLACKPINK for a long time. When I heard they were collaborating with the museum, I came here. Since I’m already at the museum, I also plan to tour the exhibitions and learn more about Korean history,” he explained.
The collaboration extends beyond the listening session. On the museum’s first to third floors, visitors can enjoy exhibitions accompanied by special audio guides recorded by the members. Jennie and Rosé narrated artifacts including the Gold Earrings from Geumgwanchong Tomb in Gyeongju, the White Porcelain Moon Jar, the Gilt-Bronze Seated Avalokiteshvara Bodhisattva, and the Bronze Water Bottle with Silver Inlay Landscape Design. Jisoo and Lisa provided audio commentary for the Ten-Story Stone Pagoda of Gyeongcheonsa Temple, the Gold Ornament in the Shape of Bird Wings, the Gilt-Bronze Pensive Bodhisattva, and the Standing Maitreya Bodhisattva from Gamsansa Temple.
A museum official explained that the eight representative artifacts were selected after internal review to best harmonize with the individual images of the BLACKPINK members.
The global scale of the collaboration is also reflected in language choices. Rosé recorded her docent guide in English, while Lisa participated in Thai, with her Thai-language version scheduled for release after March 6. Through multilingual narration, the museum aims to introduce 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 Korean cultural heritage. A representative stated that the museum has continuously sought ways to actively share Korean heritage with the world. Given that BLACKPINK has nearly 100 million YouTube subscribers globally and serves as a cultural icon elevating 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 emphasized that the core of the collaboration lies in the harmony between the symbolic value of historical artifacts and the members’ images, delivered through audio exhibition commentary. They added that the meeting of world-class artists’ voices with cultural heritage spanning thousands of years could create a uniquely moving experience. The museum expects the group’s global influence to help expand the international impact of Korean 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 partnerships 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