BTS at Gwanghwamun, BLACKPINK at the National Museum — K-Pop Steps Forward as Cultural Ambassador

As two of K-pop’s biggest global acts prepare for their comebacks, BTS and BLACKPINK are doing more than releasing new music. They are stepping onto some of Korea’s most symbolic cultural stages turning heritage landmarks into platforms for global storytelling.

BLACKPINK Lights Up the National Museum

YG Entertainment announced that BLACKPINK will collaborate with the National Museum of Korea from February 26 to March 8, ahead of the group’s comeback on February 27.

During the project, the museum’s exterior will be illuminated in pink, symbolizing both the group and the special collaboration. More notably, the members will participate as audio docents for eight major cultural artifacts, guiding visitors through Korea’s history in their own voices.

A listening session for BLACKPINK’s third mini album ‘DEADLINE’ will also take place at the museum’s main lobby, in front of the Gwanggaeto Stele replica. A pre-release session will be available via reservation one day before the album drops, while public sessions will follow during regular museum hours.

This marks the first large-scale official collaboration between the National Museum of Korea and a K-pop artist positioning BLACKPINK not just as performers, but as cultural intermediaries connecting global fans to Korean heritage.

BTS Returns to Gwanghwamun

BTS is set to release their fifth full-length album ‘ARIRANG’ on March 20, followed by a large-scale comeback performance at Gwanghwamun Square on March 21.

According to Seoul City and HYBE, the performance will incorporate major landmarks including Gwanghwamun Gate, Heungnyemun, and even Sungnyemun through large-scale staging and media facade projections. The opening sequence is expected to feature the three gates of Gwanghwamun dramatically opening as BTS walks toward the square — blending contemporary performance with historical architecture.

The show will involve 87 performers, including dancers and a 13-member traditional Arirang gugak ensemble, underscoring the fusion of modern pop and Korean tradition.

In a historic first, Netflix will livestream the event exclusively to more than 190 countries and regions marking the platform’s first live broadcast of a single artist’s concert.

K-Pop Beyond the Stage

While both acts are returning with major musical releases, their choice of venues reflects a broader shift: K-pop’s expanding role as a cultural ambassador.

By placing comeback stages at Gwanghwamun and the National Museum, BTS and BLACKPINK are aligning global pop spectacle with national identity. Rather than separating entertainment from heritage, they are merging the two transforming historic spaces into contemporary cultural touchpoints.

As K-pop continues to dominate global charts, its influence now extends beyond music, positioning artists at the forefront of Korea’s cultural diplomacy.