BTS earns widespread praise for comeback album
On March 20, BTS released the music video for “SWIM” along with their fifth studio album ARIRANG, marking their return after 3 years and 9 months since Proof (June 2022). This comeback is more than just new music—it reaffirms BTS’s position as the world’s leading group after a long hiatus with all members reunited. The album features 14 tracks and includes collaborations with top producers like Diplo, Pharrell Williams, Ryan Tedder, El Guincho, as well as longtime Big Hit collaborators such as Bang Si Hyuk (Hitman Bang) and Pdogg. Members Suga and j-hope also took part in songwriting and production.
From the opening track Body to Body, BTS captured attention by re-sampling the traditional Korean folk song Arirang, a cultural symbol, emphasizing their mission to bring Korean identity to the global stage. This creative decision directly ties into the album’s overarching concept.
Even before release, ARIRANG recorded over 4.06 million pre-orders within just seven days, surpassing BTS’s previous records. On Spotify, the album exceeded 5 million pre-saves, making BTS the first Asian artist to reach this milestone. Physical versions, including vinyl and individual member editions, quickly sold out across multiple platforms.
As expected, BTS’s comeback created a massive wave online. Within minutes, the group achieved multiple milestones: the title track SWIM hit No.1 on Melon within 5 minutes of release, while ARIRANG surpassed 1 million sales on Hanteo in just 10 minutes—the fastest in K-pop history. In China, the album reached triple gold certification on QQ Music in only 12 minutes. The SWIM MV also gained 3 million YouTube views within its first 15 minutes.
Critically, BTS received strong praise for their musical quality. While some listeners had mixed opinions about SWIM—noting its easy-listening nature but limited impact and minor pronunciation issues—the album as a whole is considered cohesive, innovative, and boundary-pushing. It successfully delivers both a core message and Korean cultural elements to a global audience.
Social media has been flooded with positive reactions, with tracks like Body to Body, they don’t know ’bout us, FYA, Aliens, and Like Animals gaining attention. Even a short interlude featuring bell sounds sparked viral discussion. The album’s production and messaging are widely credited for elevating BTS’s artistry, with many calling ARIRANG a convincing “return to the throne.”
BLACKPINK faces scrutiny amid BTS’s comeback
In contrast, BLACKPINK made their return in late February with the EP DEADLINE and title track GO. With both groups releasing music around the same time, discussions comparing the two global K-pop giants quickly dominated social media.
Unlike BTS, BLACKPINK has received mixed reactions. Critics argue that DEADLINE lacks cohesion and fails to leave a strong impression. After a period of individual solo activities, fans expected a group project that would blend each member’s unique style into a unified identity. However, the result did not fully meet expectations.
Musically, BLACKPINK was also criticized for repeating familiar sounds. Although GO attempted experimentation, many felt it lacked impact. In terms of performance, the comeback showed a noticeable gap compared to BTS. Domestically, BLACKPINK was even surpassed by junior group IVE on Korean charts. Internationally, growth has been slower compared to their previous releases. After nearly a month, the GO MV reached around 55 million views—seen as underwhelming compared to past billion-view hits like Pink Venom, How You Like That, or even pre-release tracks like JUMP.
Online discussions intensified, with viral posts claiming “BLACKPINK feels uneasy watching BTS’s comeback.” Some fans expressed disappointment and questioned management strategies. There were also claims that DEADLINE reused previously leaked demos. After its release on February 27, the group had limited promotional activities, further fueling criticism.
Some even compared ARIRANG to a “king’s return,” while calling DEADLINE a rushed project, joking that it lived up to its name. Many fans have come to accept that BLACKPINK may take a long time before regrouping again, as members continue focusing on individual careers with limited enthusiasm for group promotions.
However, direct comparisons between BTS and BLACKPINK must consider their different strategies. After completing military service, BTS has prioritized group activities despite successful solo debuts, supported by a unified management system under Big Hit and the massive global ARMY fandom.
Meanwhile, BLACKPINK has taken a different route. Following the end of their individual contracts with YG Entertainment, members now focus heavily on solo careers. With less centralized control over schedules, group activities naturally receive less attention and investment.
Ultimately, the gap between BTS and BLACKPINK in this comeback cycle reflects not just music quality, but fundamentally different career directions—making the contrast both inevitable and understandable.
Sources: kenh14