As one of the most influential K-pop groups of the past decade, BLACKPINK’s upcoming comeback has sparked a wave of excitement among fans worldwide. Speculation around the release of their highly anticipated project, which is rumored to drop by the end of June 2025, has sent Blinks—BLACKPINK’s passionate fanbase—into a frenzy. Yet, despite the mounting anticipation, a growing sense of frustration is beginning to take hold among the group’s supporters, largely due to the lack of promotional activities leading up to the comeback. Fans are voicing concerns that the absence of a clear marketing plan is overshadowing their excitement for the return of the global superstars.
BLACKPINK, consisting of members Jisoo, Jennie, Rosé, and Lisa, has not released a full album since The Album in 2020, which was a chart-topping success across the globe. Since then, the group has maintained a strong presence in the industry, performing at major events, breaking records, and releasing various solo projects. However, many fans had hoped that BLACKPINK’s return would be accompanied by extensive pre-release content, teasers, and promotional events. Yet, with less than a month left before the rumored release date, the silence from their management company, YG Entertainment, is becoming increasingly noticeable and is fueling disappointment among Blinks.
One of the primary frustrations surrounding the group’s comeback is the absence of clear communication from YG Entertainment. Unlike their previous comebacks, where teasers, promotional schedules, and behind-the-scenes content were released in waves, fans have yet to receive any substantial updates. This lack of information has led to concerns that the group’s comeback may be rushed or poorly prepared, despite the enormous demand for their return.
The silence surrounding the upcoming comeback is particularly striking given BLACKPINK’s immense global influence. Since their debut in 2016, BLACKPINK has set numerous records, from the most-subscribed YouTube channel to chart-topping singles, and they are widely regarded as one of the leading acts in the K-pop industry. With such a vast global fanbase, any project from the group is expected to be a major event, and fans have expressed frustration that YG Entertainment does not seem to be capitalizing on the momentum that BLACKPINK has built over the years.
Fan frustrations have been further fueled by the growing trend of solo projects from the group’s members. Jisoo, Jennie, Rosé, and Lisa have each released solo music over the past two years, with varying levels of success. While solo endeavors allow the members to showcase their individual talents, they also create a sense of fragmentation within the group, as fans eagerly await a more cohesive and collective effort from the group as a whole. Given that BLACKPINK has become a global powerhouse, fans are hopeful that their comeback will be marked by a collaborative return that highlights their unity, rather than just individual projects.
The lack of official promotional materials has led some fans to speculate that YG Entertainment may be waiting for the perfect moment to launch the comeback, but this strategy is seen by some as an unnecessary risk. Given the competitive nature of the K-pop industry, where groups frequently release new music and compete for attention, fans are worried that delays in marketing and promotion could cause BLACKPINK to lose momentum. Other K-pop groups, such as TWICE, NewJeans, and Stray Kids, have been highly active in their promotional efforts, further increasing the pressure on YG Entertainment to act quickly and decisively.
However, it is worth considering the broader context of the K-pop industry. The business of K-pop, especially for global stars like BLACKPINK, is often managed with an emphasis on keeping the group’s activities and releases under wraps until the last moment, building anticipation among fans. This model, however, can create tension if the gap between releases becomes too long, leading fans to feel neglected or disconnected from the group.
Despite these concerns, there is still hope among fans that YG Entertainment will deliver a comeback that lives up to the hype. BLACKPINK’s previous comebacks have demonstrated their ability to consistently break new ground in terms of musical style, performances, and visual concepts, leaving Blinks hopeful that the upcoming release will be just as impactful. Fans are holding on to the belief that YG Entertainment will soon provide more information, including teaser trailers, track lists, and exclusive content, to reignite excitement for BLACKPINK’s return.
As the days pass, fans continue to hold their breath, eagerly awaiting any updates or signs of a grand promotional campaign that will accompany the release of BLACKPINK’s new music. The world is watching to see if YG Entertainment will deliver the comeback that fans have been waiting for, or if the growing frustration will start to overshadow the excitement for the group’s highly anticipated return.