In the high-octane second chapter of BLACKPINK’s career, where Jennie, Lisa, and Rosé have sprinted into the international music scene with solo albums and appearances at global fashion and music events, Jisoo stands as a notable outlier.
Her career direction post-YG reflects a deliberate departure from the group’s international push, carving a path rooted in K-pop and Asian fan engagement.
The Global Expansion of BLACKPINK: Without Jisoo?
After wrapping up their Born Pink World Tour in Seoul in September 2023, BLACKPINK made headlines not just for their music but for a strategic career pivot: renewing group contracts with YG Entertainment but letting go of individual management under the label.
Jennie, Lisa, and Jisoo established their own companies, while Rosé joined Teddy’s The Black Label. Internationally, each member signed with a major U.S. label: Lisa with RCA Records, Jennie with Columbia, Rosé with Atlantic, and Jisoo with Warner Records.
Since then, Rosé released the massive global hit APT. featuring Bruno Mars, charting at #8 on Billboard Hot 100 and accumulating 1.5 billion views on YouTube.
Lisa made waves with her “alter ego” concept and debut solo album, Alter Ego, while Jennie dropped RUBY, receiving a glowing 7.1 rating from Pitchfork.
The trio’s Coachella 2025 appearance (Jennie and Lisa’s solo performances and Rosé as a supporter) and presence at the 2025 Met Gala solidified their place in the Western entertainment circuit.
But one name was missing throughout all of this: Jisoo.
Jisoo’s Solo Strategy: Staying Grounded in Asia
While her fellow members raced into the global spotlight, Jisoo chose a different road. Founding her own agency, BLISSOO, she announced a commitment to showcasing “multiple sides” of herself—notably giving greater focus to acting.
In February 2025, Jisoo released her first solo EP Amortage, featuring four tracks, two of which—Earthquake and _Tears_—are in Korean. Her music retained a strong K-pop identity, with choreographed performances and no international collaborations, aside from actor Cha Seung-won starring in the Earthquake MV.
Unlike her bandmates, who favored international festivals and Western press tours, Jisoo doubled down on the K-pop format: weekly music show promotions, Korean lyrics, and fan-centered campaigns.
Her Love, Lights, Action! fanmeeting tour across seven Asian cities was a testament to this vision. Performing a mix of new and old solo tracks, including Flower and All Eyes On Me, she prioritized intimate fan engagement over massive venue spectacles. With nearly 100,000 attendees in total, the tour showed her staying power within the region.
A Calculated Distance from the West
Jisoo’s absence from global events like Coachella and the Met Gala isn’t due to lack of opportunity—she had the credentials, especially as Dior’s global ambassador. Instead, her focus remains on Asia, highlighted by her K-drama work and regional promotions.
Factors like limited English fluency and a skillset more aligned with visuals than vocals or rap likely influenced her decision to prioritize domestic activities. Rather than chase a global spotlight, Jisoo is strategically leaning into her strengths and solidifying her position in Korean entertainment.
Her absence from the international spotlight is not a shortcoming but a choice. And in the K-pop industry, where reinvention is constant, Jisoo’s steady path may prove to be just as powerful in the long run.