Black Pink will release their third mini-album, "DEADLINE," on the 27th at 2 PM. This album marks their first full-group activity in 3 years and 5 months since their second full-length album, "Born Pink," in September 2022, and includes five tracks, featuring the title song "GO." The album's themes revolve around "the best moments that cannot be undone" and "the present moment when Black Pink shines the brightest."

Before the album release, Black Pink successfully completed the world tour stage "DEADLINE" at the Kai Tak Stadium in Hong Kong. The music video teaser sensually depicts the members preparing for a voyage beyond the sea, land, and sky into space. This process reveals their determined will, and the GO symbol hints at the album's cosmic scale.

For this comeback promotion, Black Pink chose the National Museum of Korea as the central venue. This is the first large-scale collaboration attempting to combine Korean cultural heritage with K-pop, carrying significance that spans tradition and modernity. The "National Museum X Black Pink" project runs from the 27th to March 8th, with global music platform Spotify participating as a partner. A listening session featuring all tracks from the third mini-album will be available in the museum's main lobby on the first floor, "Path of History."

During the event period, the museum's exterior walls and outdoor spaces will be illuminated with pink lights symbolizing Black Pink daily from 4 PM to 10 PM. Notably, cultural heritage audio commentaries featuring direct participation from the four members are attracting attention. Jisoo and Jennie explain the artifacts in Korean, Rosé in English, and Lisa in Thai. The artifacts covered include eight national treasures such as the Gilt-bronze Standing Buddha, the Ten-story Stone Pagoda of Gyeongcheonsa Temple, and the White Porcelain Moon Jar.

Yoo Hong-jun, director of the National Museum of Korea, stated, "This is an attempt to interpret cultural heritage in today's language to encourage more people to visit the museum." A YG Entertainment representative said, "It is a new experiment that bridges music and cultural heritage," adding, "We expect it to attract broad interest from the global fandom and cultural circles." The museum plans to offer a limited number of postcards featuring the members' commentaries and photos.

Black Pink's global status forms the backdrop for this large-scale collaboration. Their official YouTube channel surpassed 100 million subscribers at 7:31 PM on the 20th. This milestone was achieved about 9 years and 8 months after the channel's launch on June 28, 2016, making them the first and only artist worldwide to reach this record. YouTube commemorated this by awarding Black Pink the exclusive "Red Diamond Creator Award." Rio Cohen, Global Head of Music at Google and YouTube, described Black Pink's journey as "historic."

In the past 12 months, Black Pink has recorded over 3.3 billion views on YouTube. They have shown high viewership in various countries including Korea, India, Indonesia, Mexico, the United States, and Brazil, proving their popularity is not limited to any specific region. The official channel's cumulative views reach 41.1 billion, with nine videos surpassing 1 billion views each.

Alongside the music release, offline marketing will also be in full swing. YG Plus will operate official pop-up stores at Musinsa Store Myeongdong and Musinsa Standard Seongsu in Seoul from the 28th to March 8th. The pop-up stores will showcase various limited-edition products, including apparel and lifestyle goods commemorating the release of "DEADLINE." The pop-up will expand from Seoul to major cities such as Hong Kong and Macau.

Pop culture critic Jung Deok-hyun analyzed, "The way stars naturally introduce cultural heritage has a great effect on enhancing the national brand," adding, "We are in an era where every move of an artist becomes K-culture." Black Pink's current activities break down the boundaries between K-pop and cultural heritage, serving as an opportunity to strengthen communication with global fans through new attempts.