BLACKPINK has once again become the center of attention as discussions intensify over fractures within the fandom and the worrying decline in numbers surrounding the members’ individual releases. At the group’s 10th debut anniversary milestone, fans had expected a major musical celebration or large-scale commemorative projects. Instead, what unfolded left many deeply disappointed. The BLACKPINK 10TH ANNIVERSARY MEET & GREET in Seoul was criticized for being too limited in scale. On the anniversary itself, rather than presenting a special stage or carefully planned project, the four members unexpectedly went live without prior notice. The broadcast appeared remarkably simple, with Rosé even bringing flowers and a cake herself for the other three members. For some fans, the perceived lack of preparation surrounding such a historic 10-year milestone became the final straw, triggering a serious crisis of confidence.
A number of prominent fan accounts and longtime fansites subsequently stepped away, while some remaining fans became discouraged and shifted their support toward individual members. The fandom has become increasingly divided, with solo fandoms frequently clashing and, in some cases, attempting to isolate particular members. Lisa’s recently released documentary inadvertently sparked another wave of controversy. Many fans have expressed frustration and questioned whether the members remain as enthusiastic about group activities now that their 10th anniversary has passed.
Many have also pointed to the digital performance of BLACKPINK’s latest releases as evidence of weakening support from the fandom. Unlike during the group’s peak, when almost every new release could rapidly dominate charts around the world, the four members’ recent string of solo projects has seen a striking decline in digital numbers and has generally lacked the explosive, widespread impact associated with their previous releases.
Looking at the individual figures, Rosé’s “New Trick” debuted at No. 133 on Spotify Global with 1.376 million streams before quickly losing momentum. In her home market of South Korea, the situation was even more subdued, with “New Trick” peaking at No. 39 on Bugs and No. 89 on Genie while failing to appear on MelOn and Flo, two of the country’s largest music platforms. Although its music video accumulated 11.6 million views within its first 24 hours and has since surpassed 40 million, the figures still represent a noticeable slowdown compared with the massive global numbers associated with some of her previous releases.
Similarly, Jisoo’s new song “Click,” released in September 2026, was labeled a major “flop” in the U.S. and international markets by some online commenters. The song failed to enter the Billboard Hot 100 and quickly dropped out of Spotify Global. Its rapid disappearance from major international streaming charts meant that even the music video’s 46 million views after two weeks were not enough to offset what critics regarded as a relatively disappointing digital performance.
For Jennie, the release of “Fallen Angel,” the focus single from her new EP, produced another unexpected result. While the B-sides “HEAVEN” and “Less than a Lover” maintained comparatively solid numbers, debuting at No. 150 with 1.319 million streams and No. 196 with 1.201 million streams, respectively, on Spotify Global, lead track “Fallen Angel” failed to enter the chart at all. Its domestic performance also declined rapidly. The song initially opened at No. 17 on Bugs, No. 48 on MelOn, and No. 135 on Genie, but within hours it slipped to No. 136 on Genie, stood at No. 83 on Flo, and fell to No. 28 on Bugs. The “Fallen Angel” music video recorded just 29 million views after three weeks and also became the subject of mixed reactions over its visual direction.
Lisa, meanwhile, initially showed stronger momentum when “SaWaDiKa” debuted at No. 13 on Spotify Global with 2.787 million streams. The music video also maintained relatively steady viewership, supported in part by her massive Thai fanbase. However, the song’s streaming momentum across online platforms soon began to cool. Its digital longevity weakened rapidly after the first week, preventing the release from sustaining a level of attention that some expected from a global superstar of Lisa’s stature.
However, amid the wave of negative criticism, many longtime fans and observers have pushed back against the narrative that BLACKPINK is nearing its end. They point out that BLACKPINK remains a rare case among third-generation K-pop groups in which every member has established substantial solo status while still choosing to renew their group contract with YG Entertainment at the end of 2023. In recent interviews, both Jisoo and Lisa have also emphasized that BLACKPINK remains a family, saying that the members continue to share a close bond and will work together again when the timing is right.
Looking more deeply at the reasons behind the perceived loss of momentum, the fragmentation of BLACKPINK’s fandom—and the resulting division of coordinated streaming power—is only part of the picture. Another factor may be the new musical directions pursued by all four members. Moving further away from mainstream tastes, combined with a lack of breakout elements capable of generating major viral moments, has made some of their recent music more difficult to connect with casual listeners. As their music becomes increasingly personalized and less immediately accessible, while divided solo fandoms become less willing to support one another’s releases, weaker digital results are perhaps not entirely unexpected.
In reality, the phrase “the end” does not necessarily mean BLACKPINK is officially disbanding. Rather, it raises the question of whether the group’s era of overwhelming commercial dominance is coming to a close. As all four members move beyond their former comfort zones to pursue their own artistic identities, the distance between their individual careers and the BLACKPINK brand appears to be growing. The biggest question now is whether, after setbacks in individual numbers and growing divisions within the wider fandom, BLACKPINK can still generate the motivation and collective impact needed for another explosive group comeback. The answer may ultimately depend on what happens when the four members return together once again.
Sources: k14