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The Korea Times

By Pyo Kyung-min
Few things hit harder than a song packed with confidence and self-affirmation. Add a message of female empowerment and solidarity, and it becomes more than music – it is a statement.
Only a handful of K-pop artists are currently conveying this message, one of the most prominent being Blackpink’s Jennie.
Her latest singles, “Mantra” and “ExtraL”, the latter featuring Grammy-winning rapper Doechii, are unapologetic in their themes of self-determination and female empowerment.


While fans worldwide have embraced the message, the response at home is more divided.
Jennie’s solo career took off in October 2024 with the release of “Mantra”.
In an interview with W Magazine in October, Jennie noted that although Blackpink’s music often featured “sweet vocals, beautiful choreography and love stories”, her track “Mantra” served as a new direction, a clear path embracing “self-love, confidently owning my charm in my own way and promoting that message”.
The singer generated even further buzz when news broke of her collaboration with Doechii, an American rapper who won the award for best rap album at the recent 67th Grammy Awards.
Released on February 21, “ExtraL” delivers another bold anthem of confidence and self-expression, setting the tone from the start with the chant, “Do my, do my ladies run this, ladies run this?”.


If the song itself is not cathartic enough, its music video amplifies the impact, featuring two women of colour – Jennie, an East Asian, and Doechii, a black woman – singing while a white man sits between them, apparently helpless.
As expected, not everyone in Korea embraced Jennie’s new artistic direction. Her recent songs, especially the two focused on female empowerment, sparked heated debate in Korean online communities, often polluted by misogyny.

Jennie truly is THEEEEE baddest in kpop like who even comes close????? https://t.co/2tS0J8UTyb
— neil (@tiniestdisco) February 21, 2025

Some YouTube commenters on translated Korean versions of the songs’ lyrics criticised them for allegedly “alienating men” and “fostering gender division”, and said Jennie’s work was too feminist.
The discourse escalated as other opinions emerged, arguing that her approach was not genuinely empowering for women. Critics claimed that while “ExtraL” may outwardly seem to support women, its message is contradicted by Jennie’s revealing clothing.
One user on X, formerly Twitter, wrote: “The lyrics are feminist, but the outfits emphasise sex appeal even more. It’s like washing down an anti-ageing diet with instant cup noodles”, suggesting that Jennie’s wardrobe choices conflicted with the song’s intended message.
Culture critic Kim Do-heon said such controversies stem from Korea’s “lack of familiarity” with artists expressing personal beliefs through music.
“There aren’t many feminist messages in Korean pop music. Historically, Korea has not been a country with strong women’s rights, either socially or politically. In recent years, gender consciousness has been framed as a political issue, making it even rarer for musicians to freely express their opinions,” Kim said.

China's top-tier actress Yu Shuxin just smashed the ExtraL dance challenge! she is BIG RUBY#jennie #ExtraLChallenge @oddatelier @jennierubyjane pic.twitter.com/LKnq0fyZQv
— rainmidnightbloom (@luodidi777) February 26, 2025

He added that this trend is particularly noticeable in K-pop, where idol singers often perform songs written by professional songwriters rather than ones that reflect their personal identities.
“K-pop as a whole lacks music that reflects an artist’s individuality. Unlike Western musicians who write their own songs, K-pop artists are only beginning to incorporate their personal aspirations and perspectives into their music.
“BTS and Blackpink members who have embarked on solo careers are at the forefront of this shift. To the Korean public, this may feel unfamiliar.”

However, Kim warned against labelling artists as activists simply because they incorporate messages into their music.
“No one views Chappell Roan or Lady Gaga as social activists just because their songs contain messages. Their lyrics simply reflect the kind of music they want to make,” he said.
“For K-pop to deepen artistically, it must foster a culture that allows artists to freely express their messages and identities as musicians.”
Read the original story at The Korea Times


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Jennie, bottom, performs with Doechii in the music video of the singer’s latest single, ExtraL. Photo: captured from the ExtraL music video

Jennie in a still from her Mantra music video. Korean internet users are divided over Jennie’s tracks, with some criticising her for being too feminist while others say her sexy clothing dilutes the music’s message. Photo: captured from Mantra music video

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Korean internet users are split over Jennie’s solo tracks ExtraL and Mantra. Some love them, some say they are too feminist, others too sexy


Korean internet users are split over Jennie’s solo tracks ExtraL and Mantra. Some love them, some say they are too feminist, others too sexy.


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