In 2025, Blackpink members are very busy with a tour schedule and many personal activities. Jisoo focuses more on acting, releasing her solo album "Amortage" and a collaboration single with singer Zayn this year.
However, many fans expressed disappointment when they thought that Jisoo and her crew almost did not invest in promotions. Although she established her own company BLISSOO to be more proactive in her career, the female idol is still commented as a "medicated person", missing the opportunity to bring the product closer to the audience.
In particular, the latest post on social network Tiktok caused Jisoo to be criticized more. It has been a long time since the Blackpink female member shared a video on her personal page, but the content only revolves around Shumon - a cute mascot character associated with her personal brand.
The video was later shared on X ( Twitter) and many other social networks. In the comments section, many fans expressed their confusion when Jisoo continued to prioritize promoting mascots instead of introducing more about the new album, song or acting projects they were waiting for.
Some opinions say that building the character Shumon is a reasonable commercial step, helping Jisoo expand her image in the fields of fashion, lifestyle, and accessories. However, they still expect idols to balance better between selling images and taking care of artistic products.
Some fans also defend Jisoo, saying that she has the right to choose the content she wants to share and does not necessarily have to constantly update about every project.
At first, when all 4 Blackpink members stopped signing personal contracts with YG to develop solo activities, Jisoo was always a member that faced controversy because she only focused on acting. After that, she released the album "Amortage" but was still commented to be too safe. It was not until the MV "Eyes Closed" featuring Zayn that Jisoo was commented to have a breakthrough.
Previously, YG Entertainment confirmed that the new album of the group Blackpink is in the final stages of completion. After all stages of preparation are complete, the company will announce detailed information through an official promotion notice.
Many industry sources revealed that Blackpink's comeback originally scheduled for December 2025 has been postponed to early 2026 to ensure the quality of music products. This will be the group's first album in about three years, since the release of "Born Pink" in 2022, making fans around the world especially eagerly await. Currently, the members are still busy with their tour schedule with the "DEADLINE" tour.
