BTS and BLACKPINK Appoint Themselves Ambassadors for Traditional Culture, Expanding K-POP’s Global Influence

K-POP idols are expanding their roles beyond being mere music stars to serve as ambassadors for South Korea’s traditional culture. Global icons such as BTS and BLACKPINK are leading Hallyu diplomacy by leveraging the power of traditional cultural heritage and language, demonstrating that K-POP’s influence has evolved from a musical genre into a full-fledged cultural phenomenon.

BLACKPINK is launching a major collaboration project with the National Museum of Korean History to commemorate the release of their new single mini-album “Deadline.” This marks the first large-scale official partnership between K-POP artists and a domestic public institution, representing a significant effort to extend their global influence beyond music, fashion, and advertising into the realm of traditional cultural heritage. The members of BLACKPINK will record audio guides for eight representative artifacts in the museum, allowing visitors to learn about Korea’s key cultural treasures through the voices of these K-POP idols. The exterior of the International Exhibition Hall will be painted in BLACKPINK’s signature pink color. A listening event for their new song, released after 3 years and 5 months, is also scheduled to take place.

BTS has chosen Gwanghwamun Square as the venue for their major comeback performance on March 21. Celebrating the release of their new studio album “Arirang,” the event is planned to start at Gyeongbokgung Palace, move through Gwanghwamun and its surrounding areas, and conclude on the stage in Gwanghwamun Square. Big Hit Music explained their planning intent by saying, “Since ‘Arirang’ holds symbolic meaning, we wanted to prepare our first performance in a space that represents Korea.” BTS previously performed “Idol” in front of Gyeongbokgung’s Geunjeongjeon Hall in 2020 and staged “Microcosm” at Gyeonghoeru.

K-POP’s global influence is also evident through the power of language. Bad Bunny’s performance at Super Bowl LX’s halftime show showcased the confident pop style already recognized by K-POP fans. During his 13-minute set, Bad Bunny used Spanish as the primary language without translating it, adjusting accents, or removing cultural elements to ensure accessibility for audiences. This is similar to how BTS and BLACKPINK perform in Korean on global stages. Bad Bunny’s performance was watched by over 135 million people, making it the most-watched halftime show in Super Bowl history.

The common thread between K-POP and Bad Bunny lies in the power of language, fandom, and cultural pride. Language is not merely a tool for communication but a force that enables artists to claim a space on the global stage, and such confident cultural expression is key to establishing worldwide recognition.