With 8 August just around the corner, BLACKPINK fans are voicing disappointment over the group's upcoming 10th anniversary celebrations, saying they had hoped for more meaningful ways to mark the milestone.
Ahead of the anniversary, YG Entertainment has announced a series of commemorative projects, including the BLACKPINK Heritage Collection created in collaboration with the National Museum of Korea's merchandise brand MU:DS. Fans will also be able to collect special digital badges through Weverse and submit anniversary messages to the members.
While the initiatives celebrate the group's decade-long journey, many BLINKs have argued that the occasion deserves member-focused content rather than merchandise. Across X, Reddit, and online communities, fans have been calling for a livestream, video messages, fan event, special performance, or even new music to commemorate the anniversary, with the phrase "We don't want merch, we want BLACKPINK" gaining traction online.
An open letter from fan organisation BLACKPINK Blink Union urged YG Entertainment to honour what it described as a once-in-a-decade milestone. The group called for projects that celebrate the quartet's legacy, including new music, special performances, and content centred around all four members.
To @ygent_official @ygofficialblink,
— BLACKPINK BLINK UNION 💕 (@BBU_BLACKPINK) August 4, 2026
Over the years, we have continued to support @BLACKPINK through every achievement, every solo project, and every stage of their journey. We understand and appreciate that each member has pursued successful individual careers and has…
The discussions have also reignited comparisons to BLACKPINK's fifth anniversary in 2021, when the group's 4+1 Project included the global theatrical release of BLACKPINK The Movie alongside several fan-focused events.
Some fans also linked their frustrations to the group's recent comeback promotions. Although BLACKPINK returned earlier this year with their third EP DEADLINE—their first group release in more than three years—promotional activities were notably more limited than typical K-pop comeback cycles, consisting primarily of album visuals and a music video.
Not everyone agrees with the criticism, however. Some fans have pointed out that the members only recently concluded the DEADLINE world tour before releasing the new EP, arguing that expectations for another large-scale project immediately afterwards may be unrealistic. Others believe YG Entertainment could still have surprise content planned for the anniversary itself.
BLACKPINK renewed their exclusive group activities contract with YG Entertainment in late 2023, while JISOO, JENNIE, ROSÉ, and LISA continue to pursue solo careers under separate management. As the group's 10th anniversary approaches, fans are waiting to see whether additional celebrations will be revealed on the day itself.
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