BTS and BLACKPINK made a successful comeback, but are still being criticized for "losing their essence"?

The return of BTS and BLACKPINK after nearly four years of absence quickly became the focal point of the Kpop market in 2026.

However, contrary to the almost overwhelming expectations from fans, the comeback of these two "giants" has generated much controversy, particularly regarding the question of whether they can still maintain the musical identity that made them globally famous.

2026 saw a strong comeback wave of third-generation Kpop groups, including EXO with their new studio album achieving impressive sales and sold-out concerts. In addition, groups like IOI and Wanna One were also preparing for reunions, demonstrating the enduring appeal of this generation of idols. Against this backdrop, the comebacks of BTS and BLACKPINK were expected to create a major boost for the entire market, but the reality didn't quite live up to expectations.

With BTS returning after a hiatus due to military service, the album ARIRANG was a hit. From its announcement, the project faced considerable controversy, from rumors about their personal lives to the Gwanghwamun performance receiving lower-than-expected attendance. Musically, the title track, SWIM, took a gentler, more introspective approach compared to their previous powerful style. This change led some viewers to feel a lack of the familiar "BTS vibe."

Furthermore, the album's concept has also sparked debate. While it retains traditional Korean aesthetics, the production involved a large international team, and the extensive use of English lyrics has led some to believe the album lacks connection to its original cultural identity. Additionally, the fact that member Jin did not participate in songwriting has become a topic of discussion among fans. Critics have offered mixed reviews: some find the album accessible, while others argue that BTS is gradually losing its distinct musical identity.

Nevertheless, commercially, BTS continues to demonstrate overwhelming strength. Their song "SWIM" held a Top 10 position on the Billboard Hot 100 for four weeks, the album peaked at Top 3 on the Billboard 200, and its first-week sales surpassed 4 million copies. These figures show that the group's global standing remains undiminished, despite controversies surrounding their musical direction.

Meanwhile, BLACKPINK returned with their album DEADLINE but faced challenges in a different way. Their promotional strategy was criticized as being rather "quiet," lacking the impactful content they had before. The "mystery" formula that had brought them success seemed no longer suitable in the rapidly changing music market.

The title track, GO, showcases a bold experiment by combining dubstep and techno with a dark sound, while using entirely English lyrics. However, this unconventional approach has left many listeners feeling alienated, even to the point of feeling the song lacks BLACKPINK's familiar identity. Additionally, the song's longer structure compared to the currently popular shorter track format is also considered a factor hindering its ability to maintain its appeal on the charts.

Nevertheless, the album still achieved impressive physical sales and broke first-week records for girl groups, demonstrating that BLACKPINK's fanbase remains incredibly strong, even when the public reaction hasn't quite exploded.

It's clear that the comebacks of BTS and BLACKPINK are taking place amidst extremely high public expectations after a long hiatus. This makes it difficult for any product to please everyone. More broadly, both comebacks reflect a distinct period of transformation: BTS is seeking to balance their identity and global influence, while BLACKPINK is choosing an experimental path, taking risks to reinvent themselves.

Instead of simply viewing them from the perspective of success or failure, these releases highlight the pressure of maintaining their top-tier status for these two leading global music groups. This shift is both a challenge and a sign that they are entering a new phase in their careers, where every decision is scrutinized by the public.

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