[OSENWORLD] From glowing skyscrapers to illuminated bridges, Seoul is glowing pink for BLACKPINK.
To mark the release of their new digital single “JUMP” and the launch of their BLACKPINK WORLD TOUR ‘DEADLINE’, BLACKPINK has taken over the city with a large-scale celebration dubbed “PINK AREA: Takeover Lighting.” The campaign, organized by YG Entertainment, is transforming iconic sites across Seoul into vibrant tributes to the global girl group.
From July 4 to 6, landmarks such as Namsan Seoul Tower, Sebitseom (Some Sevit), and Banpo Bridge were illuminated in BLACKPINK’s signature pink hue. Sebitseom and Banpo Bridge added a dynamic flair with rainbow fountain shows and themed pink lighting, creating Instagram-worthy visuals that delighted both fans and passersby.
Adding to the immersive atmosphere, the group’s iconic audio tag—“BLACKPINK in your area”—was broadcast through physical installations, signaling the return of all four members and thrilling fans with a multisensory experience.
Since July 11, BLACKPINK’s latest music video “JUMP” has been showcased at high-traffic venues including Shinsegae Department Store in Myeongdong, Megabox COEX, and Underworld DS at Seoul Express Bus Terminal, extending the promotion beyond outdoor spaces.
The campaign has sparked a flood of social media activity, with fans posting photos and videos of the pink-lit skyline under hashtags like #PINKAREA and #BLACKPINKinYourArea—making Seoul itself feel like part of a BLACKPINK music video.
The citywide celebration coincides with the group’s return to the stage. The BLACKPINK WORLD TOUR ‘DEADLINE’ began on July 5 at Goyang Sports Complex and continued with two sold-out shows in Los Angeles. The tour spans 31 shows across 16 global cities, including Chicago, Toronto, New York, Paris, Milan, Barcelona, London, Kaohsiung, Bangkok, Jakarta, Bulacan, Singapore, Tokyo, and Hong Kong.
BLACKPINK’s single “JUMP” has also topped the iTunes song charts in 61 regions and held the No. 1 spot on Spotify’s Daily Top Songs Global chart for three consecutive days—proving once again that the world is ready to jump with them.
/k_inside@osen.co.kr
