As K-pop album sales continue to decline, exhibitions and pop-up stores have emerged as alternative revenue streams in the rapidly evolving entertainment industry. While many artists and agencies have joined this trend, BLACKPINK’s Jennie and BTS’s V are drawing attention for their more artist-driven and differentiated approaches.
V recently released his photo book TYPE 非 on January 19 and announced a commemorative photo exhibition titled V TYPE 非: ON-SITE IN SEOUL. The exhibition runs from January 20 to February 1 at Frieze House Seoul in Jung-gu, Seoul. According to organizers, V actively participated in every stage of the project, from photography to the publication of the photo book and the planning of the exhibition itself.
Around the same time, Jennie also held a photo exhibition titled JENNIE PHOTO EXHIBITION ‘J2NNI5’, which opened on January 16 and runs through January 29 at U-Square in Jongno-gu, Seoul. Like V, Jennie was directly involved in the publication of her photo book as well as the planning and execution of the exhibition, enhancing its artistic value.
Opening exhibitions and pop-up stores based on idol group or solo artist intellectual property has become increasingly common. Over the past year alone, major artists such as G-Dragon, IVE, aespa, SEVENTEEN, and Stray Kids have participated in similar projects. Industry estimates suggest that more than 100 K-pop exhibitions and pop-up stores were held domestically and internationally last year.
Industry insiders attribute this surge to declining album sales following the COVID-19 pandemic. One industry source noted that as album sales have slowed in the 2020s, entertainment companies have turned to exhibitions and pop-ups as more efficient profit-generating businesses. Another insider pointed out that while photo exhibitions existed even before the pandemic, the scale of exhibition-related businesses has expanded significantly since then, largely because they can generate revenue without requiring artists to be physically present.
However, concerns about oversaturation have also been raised. Critics argue that many recent exhibitions prioritize merchandise sales over artistic expression, often featuring company-driven photo zones and media art tied to comeback concepts rather than content personally curated by the artists.
Against this backdrop, Jennie and V’s exhibitions are being praised as meaningful departures from purely commercial projects. Rather than focusing solely on profit, their involvement reflects a sincere effort to share personal perspectives and explore new ways of communicating with fans offering a reminder of how exhibitions can balance artistry and business in today’s K-pop landscape.
Sources: Tenasia
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