BLACKPINK Members Transition into Global Pop Stars... Lisa Performs at Oscars, Jennie Releases Full-Length Album

Since renewing their contracts at the end of 2023, BLACKPINK’s members have shifted to individual activities, each pursuing a distinct solo career path. Jennie, Jisoo, Rosé, and Lisa are attempting to transform their identities into global pop stars by recognizing the limitations of K-pop’s reach. They have competitively pursued various strategies such as releasing tracks with English lyrics, organizing performances on Western stages, and collaborating with well-known Billboard pop stars. The most notable development is Lisa’s activities. On February 28, she released her new album *Alter Ego*, and during the same weekend, she performed “Born Again” alongside Doja Cat and Raye at the 97th Academy Awards, creating a moment that will go down in K-Pop history. Lisa became the first K-POP artist to appear on an Oscar stage. The tracklist of *Alter Ego* featured songs like “Born Again,” “Rockstar,” “new Woman,” and “FXCK UP THE WORLD,” all centered around themes of rebirth, self-definition, and declaration. Lisa’s music video for “Rockstar” clearly illustrates her reconfiguration of regional identity. Set in Yaowarat (Thailand’s Chinatown) in Bangkok, it featured Thai dancers and prominent Thai transgender celebrities, with lyrics including references to BKK and Thai language. Thai personnel were also involved in the production of the music video. Having established her own agency, Lisa no longer appears on Korean music shows and has shifted her focus to global stages. Her emphasis on Thai identity conflicts with the label “K-pop” and signifies her redefinition as a global pop star representing Thailand. Jennie released her first full-length studio album, *Ruby*. Inspired by Shakespeare’s *As You Like It*, *Ruby* is a 15-track journey that captures the grandeur, intimacy, and individuality of a stage performance. Co-produced by Jennie herself, the album explores themes of love, renewal, and strength, depicting an ongoing quest for self-actualization. International pop stars such as Dua Lipa, Childish Gambino, Kali Uchis, and Doechii contributed to the album, while renowned producers like Mike Will Made-It, Diplo, Tayla Parx, and Dem Jointz collaborated on it. This shows that *Ruby* serves as a bridge in today’s international pop dialogue. Along with the release of *Ruby*, intimate theater performances are planned in Los Angeles, New York, and Seoul, likely as a strategy to strengthen her position as a global pop star. Meanwhile, Jisoo remains the only member who continues to focus on activities centered in Korea, extending from their previous group activities. Unlike Lisa and Jennie’s Western-oriented strategies, Jisoo stays active on Korean music shows and in the local market. Their different choices serve as examples within the K-pop industry of the dilemma between pursuing global expansion and maintaining a local foundation.