Following an supposedly indefinite hiatus in 2023, K-Pop girl group BLACKPINK is returning for a world tour in 2025.

YG Entertainment has announced the reunion of both BLACKPINK and another disbanded group, 2NE1, around the same time, possibly setting a new trend. After over a year of non-existence, BLACKPINK will make a strong comeback with a world tour and the release of a new film that takes fans behind the scenes of the 2022–23 world tour, Born Pink.

In preparation for their upcoming 2025 world tour, BLACKPINK has launched a planned promotional campaign that leverages their massive online following and strategic partnerships. Beginning with cryptic teaser images and video snippets shared across Instagram, Twitter, and YouTube, BLACKPINK has built anticipation among their global fanbase. The tour dates and locations are to be unveiled gradually through targeted announcements and will cover key cities in Asia, North America, Europe, and potentially other continents. Fan engagement initiatives include exclusive pre-sale opportunities for their dedicated BLINK fan club members, interactive contests, and virtual fan meetings, all designed to deepen fan excitement and loyalty.

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Collaborations with major media outlets and endorsements from brands are amplifying visibility, while digital advertising campaigns tailored to regional markets are driving ticket sales. High-production promotional videos and live performance previews highlight the tour's elaborate stage designs and promise of unforgettable musical experiences. This multifaceted approach not only showcases BLACKPINK's industry influence but also sets the stage for another monumental chapter in their concert history.

BLACKPINK’s Journey

BLACKPINK was initiated in 2010 when YG Entertainment decided to create a brand new all girl pop group, and it finally made its debut in 2016. In a brilliant marketing strategy, YG revealed its chosen band members one at a time, several weeks apart, creating suspense and interest in their new group. The hype certainly paid off as BLACKPINK released their first and second albums in August and November of that same year, achieving immediate success and media attention. The band still uses this anticipation method to generate excitement about upcoming events, like having just announced their 2025 tour.

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BLACKPINK was quick to continue developing their brand, and by January 2017 they had already named their fanbase “Blink” (black+pink).

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By 2018, the group was introduced to reality TV on the show Blackpink House, allowing the fandom to maintain their emotional investment in the band while they were on vacation.

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BLACKPINK strategically promoted their first world tour, "In Your Area," through a multifaceted approach that engaged fans globally. Beginning with a tantalizing teaser campaign featuring individual member posters, the tour announcement in October ignited excitement across social media platforms. Blackpink rolled out tour dates and locations across Asia, North America, Europe, and Australia, leveraging their massive online following on Instagram, Twitter, and YouTube. Through these channels, they shared behind-the-scenes glimpses of rehearsals, exclusive interviews, and personal messages from the members, fostering a direct connection with fans. Fan club pre-sales and VIP packages offered exclusive benefits, enhancing fan loyalty and driving early ticket sales. Media partnerships with major outlets and collaborations with brands like Adidas for custom merchandise bolstered visibility, while high-quality promotional videos highlighted the tour's production values, ensuring a visually captivating experience for potential concert-goers. This comprehensive strategy not only maximized anticipation but also solidified BLACKPINK's status as global superstars, culminating in a tour that resonated deeply with their devoted fan base worldwide.

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BLACKPINK's promotion of their second world tour, "Born Pink," showcased their evolution as global icons through strategic and engaging marketing tactics. Collaborations with media partners and brands amplified their visibility, while exclusive merchandise and behind-the-scenes content further connected fans to the tour experience. High-quality promotional videos and live performance snippets showcased the tour's spectacular stage production and dynamic performances, reinforcing BLACKPINK's reputation for delivering unforgettable live shows. Through these efforts, BLACKPINK effectively promoted "Born Pink," solidifying their global presence and continuing to captivate audiences worldwide with their music and charisma.

Branding Insights

The band has a distinctly global appeal, having released songs in various languages, such as Korean, English, and Japanese. They not only release songs in various languages, but their members are also proficient in several languages, allowing them to connect more personally with their fans either via social media or directly.

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The popular girl-group is also well known for their trend-setting fashion statements. The girls are always dressed very differently from one another according to each member’s individual style, a lack of conformity which contributes to their brand goals of encouraging female empowerment (black). Nevertheless, the wardrobe choices remain cohesive enough in style to maintain a coordinated “girliness” that’s typical of young pop groups (pink).

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The BLACKPINK girls are not only different in how they dress, but they each have distinctly different talents and personalities, ranging from gentle and humble (Rose) to confident and charismatic (Lisa). Just like the variety of languages they sing in, emphasis on the diversity of personalities in BLACKPINK enables them to appeal to a wider demographic.

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