Why Fans Are Disappointed Ahead of BLACKPINK's 10th Anniversary

BLACKPINK will mark the 10th anniversary of its debut on Aug. 8. In K-POP, a 10th anniversary is usually more than just another milestone. It is a chance for artists and fans to look back on the years they have shared and celebrate the future together. That is why many groups mark the occasion with new music, fan meetings, concerts or special livestreams.

However, the atmosphere surrounding BLACKPINK's anniversary has been different. Rather than excitement, many fans have expressed disappointment over the lack of opportunities to share the milestone with the group.

So far, the only announced anniversary projects have focused on merchandise, including commemorative stamps and collaboration goods with the National Museum of Korea's merchandise brand MU:DS. There has been no word on a group livestream, anniversary video or other special content, and fans in Korea and overseas have voiced their frustration. Comments such as, "It's their 10th anniversary and there's nothing," "We need time with the members more than more merchandise," and "Why renew the group contract if this is all we're getting?" have spread online.

The disappointment does not stem simply from BLACKPINK being less active as a group. Fans have long accepted that the group does not hold fan events or livestreams as frequently as many other K-POP acts. Since renewing their contracts for group activities, the members have focused primarily on solo careers under separate agencies, with BLACKPINK reuniting mainly for major projects such as albums and world tours. Most fans had come to accept that this would be how the group operated.

Even so, expectations were different for the 10th anniversary. Few expected a comeback or a fan meeting. What many hoped for was something much smaller, whether it was a short livestream, a message from the members or another piece of content that would let them mark the day together.

The group's contract structure is also seen as one reason for the limited anniversary plans. BLACKPINK remains signed to YG Entertainment only for group activities, while Jisoo, Jennie, Rosé and Lisa are each managed separately for their solo work. Industry observers say that under this arrangement, group schedules are generally built around projects agreed upon well in advance, such as albums and tours. Any additional content requires all four members to coordinate both their schedules and their willingness to participate, making it more difficult to prepare activities outside those existing commitments.

That explanation has done little to ease fans' frustration. Last year, SEVENTEEN celebrated its own 10th anniversary with the release of its fifth full-length album, "Happy Burstday," and a three-day fan festival in Seoul. The group performed on Jamsu Bridge, opened exhibitions and fan zones around the Han River, and livestreamed the event globally. While not every group is expected to celebrate on that scale, many still acknowledge the occasion through livestreams, fan events or special content that gives fans a chance to be part of the milestone.

Ultimately, the debate surrounding BLACKPINK is not really about the group's overall level of activity. Fans are not asking for another world tour or a large-scale project. What many say they wanted was simply the chance to share a once-in-a-lifetime milestone with the group. After spending a decade together, they believe that even a small gesture of recognition from the members, whether a brief livestream or a simple message, would have made the anniversary feel like something they experienced together.