How BLACKPINK's Jennie uses star power to promote Korean heritage

As her global profile expands, Jennie of K-pop juggernaut BLACKPINK is increasingly weaving Korean language and heritage into her solo work — not as decorative references, but as core elements of her contemporary, signature aesthetic. That artistic vision was fully realized last week at the 2025 Melon Music Awards (MMA), where she won three honors including Record of the Year. But beyond the trophies, it was her solo performance built around Korean imagery and visual motifs that captured the most attention. At the ceremony, Jennie performed rearranged versions of "Seoul City," "ZEN" and "like JENNIE," all from her March album "Ruby," her first full-length studio release. Costume and stage design played a central role in shaping the performance’s thematic arc. The performance opened with "Seoul City," in which she appeared beneath a 15-meter veil inscribed with Hangeul, the Korean alphabet, set against stage visuals drawn from the deep blue of the Korean national flag. To bring this vision to life, Jennie collaborated once again with Korean fashion label LEJE, which previously created