Jennie, bottom, performs with American rapper Doechii in the music video of the singer's latest single, "ExtraL." Captured from "ExtraL" music video

Few things hit harder than a song packed with confidence and self-affirmation. Add a message of women empowerment and solidarity, it becomes more than music — it's a statement.

Only a handful of K-pop artists are currently carrying 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 women 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."

Through 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 Best Rap Album at the recent 67th Grammy Awards.

Released on Feb. 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 isn't cathartic enough, its music video amplifies the impact, featuring two women of color — 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 women empowerment, sparked heated debates in Korean online communities, where discussions on gender issues are often controversial and sometimes tainted by misogyny.

Some YouTube comments on translated Korean versions of the songs' lyrics criticized it for allegedly "alienating men" and "fostering gender division," accusing Jennie's work of being overly 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 emphasize sex appeal even more. It's like washing down an anti-aging 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 told The Korea Times.

Jennie from her "Mantra" music video, released in October 2024. Captured from "Mantra" music video

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 labeling 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."