BLACKPINK vs. TWICE: A Battle of Comebacks and Global Attention

BLACKPINK and TWICE, two of South Korea's leading female idol groups, made their much-anticipated comebacks simultaneously at 1 PM on the 11th. By 4 PM on the release day, BLACKPINK appeared to have the upper hand in terms of buzz. While Google search volumes were similar for both groups, there was a significant difference in the number of views for their music videos on YouTube.

TWICE's new album, 'THIS IS FOR,' and its title track of the same name, seem to be aimed squarely at the North American market. The song features English lyrics and falls into the easy-listening pop genre. It combines trendy synth sounds with retro sound effects for a unique twist. The vocals are filled with TWICE's signature bright and lively energy, while the accompaniment evokes a warm emotional response.

In contrast, BLACKPINK's new digital single 'JUMP' leans towards retro techno music, a departure from current trends. The music video is filled with a quirky, B-movie aesthetic that captures attention. The video features scenes of the members playing inside a cheering mouth and listening ear, with Lisa dramatically emerging from a split face.

'JUMP' was pre-released during a tour performance last weekend, receiving mixed reactions. Some fans criticized it for lacking BLACKPINK's usual hip vibe and being outdated. However, the B-movie style of the music video has started to win over audiences. Online platforms like YouTube and 'X' (formerly Twitter) are filled with positive comments such as "The music video fits perfectly with the current heatwave in Korea" and "The song sounds better with the video." Yet, some still struggle to appreciate BLACKPINK's B-movie charm.

Based on YouTube music video views, BLACKPINK has garnered more attention than TWICE. By 4 PM on the 11th, 'JUMP' had reached 4th place on YouTube's trending videos with 5.55 million views, while TWICE's video ranked 21st with approximately 2.29 million views, about half of BLACKPINK's.

This disparity is attributed to BLACKPINK's global fanbase, as opposed to TWICE's primarily North American following. This is evident from Google Trends data on the 11th.

Comparisons between the two groups can be drawn from Google Trends' 'Interest Over Time' chart, which estimates search frequency based on specific regions and periods. The highest search frequency is rated at 100, with half that frequency rated at 50, and insufficient data rated at 0.

Following their comebacks, TWICE's Google Trends index in the U.S. was 90, while BLACKPINK's was only 65. However, globally, BLACKPINK's index was slightly higher. Between 1 PM and 4 PM, the difference in their Google Trends indices was about 10 to 20 points. On Korea's Melon chart, only BLACKPINK's 'JUMP' made it to the main TOP100 chart, ranking 19th.

While TWICE opted for a safe approach, BLACKPINK's bold B-movie transformation captured more attention. A K-pop industry insider noted, "While there might be some differences in fanbase size, BLACKPINK's music video received a strong positive response." They added, "TWICE's new song was generally well-received, but BLACKPINK's new release sparked both criticism and support, engaging both 'fans' and 'critics.' Ultimately, BLACKPINK's strategy of provoking diverse reactions garnered more interest."

By Min-Kyung Lee, TenAsia Reporter 2min_ror@tenasia.co.kr