Blackpink returns, criticized for poor ideas, out of tricks, TWICE surpasses

On May 23, entertainment company YG Entertainment suddenly released a teaser for BLACKPINK 's new world tour called DEADLINE, scheduled to kick off on July 5 with two opening shows in Goyang, South Korea.

However, contrary to expectations, the teaser launch was met with fierce criticism from fans, as BLACKPINK has yet to make a comeback or release any new music products.

This teaser is simply the word DEADLINE in pink glitter on a black background – the style the group used in the Born Pink promotion campaign three years ago. Many fans immediately spoke up, saying that YG was reusing an old idea, showing a lack of creativity and a lack of seriousness in building the image for BLACKPINK’s most anticipated tour of the year.

What angered the fan community the most was that BLACKPINK showed no signs of releasing new music before the concert. After three years of silence since Born Pink, the global girl group has yet to release any new songs, while their current music library only has less than 50 songs - a small number compared to the group's size and influence.

Even loyal fans expressed their displeasure. Comments on Twitter and K-pop forums showed overwhelming disappointment: "The teaser is just for show", "No new music, why go on tour?", "Running shows like this is disrespectful to fans".

In addition, many people question whether the members have enough time to practice when all four are pursuing busy personal schedules. The main responsibility is still placed on YG for the unclear strategy, but many people criticize BLACKPINK for their confusing working style and lack of commitment to music.

Amid BLACKPINK's controversy, the global K-pop market is witnessing the rise of many other girl groups - especially TWICE and FIFTY FIFTY, who are making a clear mark in the US music market.

Since their debut, FIFTY FIFTY has caused a big surprise when they entered the top 10 of the Billboard chart - one of the most prestigious music rating systems in the world. This achievement affirms the growing appeal of Korean artists in the Western market, which is known for being difficult.

However, when it comes to persistence and breakthroughs, TWICE is the leader. The girl group from JYP Entertainment has not only been successful domestically and in Japan, but has also become a global icon with impressive ticket sales and album sales in the US.

During their 5th global tour called READY TO BE, TWICE set a record as the first K-pop girl group to sell out two major stadiums in the US, SoFi Stadium (California) and MetLife Stadium (New Jersey) - venues usually reserved for international music superstars.

Not only shining on stage, TWICE also set a proud milestone in terms of commerce. With their 12th mini-album READY TO BE, the group became the first K-pop girl group to sell over 1 million albums in the US. To date, TWICE's total album sales in this market are about 1.53 million copies - the highest among K-pop girl groups.

In comparison, BLACKPINK, despite their media and international presence, has only sold about 710,000 copies in the US. This gap shows the clear difference in commercial performance between the two top girl groups.

A warning for YG and BLACKPINK?

With BTS expected to be discharged from the military later this year and likely to make a comeback, the K-pop market will become more vibrant than ever. BLACKPINK's comeback at this time is an opportunity, but if they continue to lack musical strategy and creativity, the group is likely to be overshadowed by names that are increasingly asserting their position such as TWICE or NewJeans.

BLACKPINK remains a Hallyu icon, but sustained success requires constant innovation, both in their music and their image. With a huge fan base around the world, expectations for the group are always high – and can easily turn to disappointment without the proper investment.

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