BLACKPINK fuses its global aesthetic with Sanrio’s kawaii universe, reinterpreting My Melody in an exclusive collaboration linked to the ‘DEADLINE World Tour’.
The BLACKPINK universe continues to expand beyond music with an unexpected collaboration that merges K-pop, Japanese pop culture and kawaii aesthetics through a sharp, contemporary lens. The group has unveiled a limited-edition collection with Sanrio, starring My Melody, created especially to mark the Japanese leg of their DEADLINE World Tour.
Far from an innocent take on the kawaii imaginary, the collaboration reworks My Melody through BLACKPINK’s unmistakable visual DNA. The character appears transformed into a darker, more powerful version, dressed in the iconic black and pink palette, with black hoods, pink-toned makeup and a clear bad girl attitude that directly mirrors the group’s on-stage energy. The result is a carefully balanced tension between sweetness and rebellion, two codes that define the quartet’s current cultural moment.
The collection comprises 23 pieces, spanning outerwear, accessories and collectible items. Standout designs include a reversible cropped puff jacket, zip-up hoodies, backpacks, mascot plushies and accessories designed to be worn both at concerts and in everyday life. The range allows fans to build full BLACKPINK-inspired looks or introduce subtle references into daily wardrobes, reinforcing the idea of fandom as a permanent identity rather than a one-off gesture.
This release goes beyond traditional merchandise, positioning itself in a more aspirational space where tour fashion, character design and fan culture intersect with clear aesthetic intent. The partnership with Sanrio also strengthens BLACKPINK’s influence in Japan, a key market where the group enjoys a particularly strong and loyal following.
The collection is available from today at 12:00 via the BLACKPINK Weverse Shop and the YGEX Official Store. In Japan, the items will also be sold at official ‘DEADLINE’ pop-ups, selected BEAMS stores, and directly at the Tokyo Dome during the concerts taking place from 16 to 18 January.
With this move, BLACKPINK once again proves its ability to absorb and reinterpret global cultural codes, transforming cute into attitude, merchandise into desire, and a world tour into a phenomenon that extends far beyond the stage.
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