Blackpink is a South Korean girl group under YG Entertainmentconsisting of 4 members and has gained interest from the public even beforetheir debut. Blackpink has a strong and unapologetic stage presence. Theirsound and style are unique, and they’re proud of it. They’re seeking toempower females and their fans in an incredibly upfront and obvious way. Alltheir albums and songs record their presence in the music industry not onlyin South Korea but also globally, especially their single in 2018, Ddu-Du Ddu-Du. The song became a global phenomenon start from the catchy lyrics,dance movement, fashion style, and their artistic music video which convey adeeper meaning about empower female using symbols that depict aboutpower and women. With semiotics by Roland Barthes and Critical paradigm,this research discusses the awareness of power by engaging in dialogue andtheory uses to interpret or explain social action that intends to encouragepeople to interact and learn about empowering female. Despite the strongculture of Confucianism and patriarchy, South Korea already recognizes theconcept of female leaders or women empowering from their history and inaddition to the effect of modernization and globalization. Blackpink describedbeing a strong and proud person who has the identity of a woman andconveys a message to become a strong woman to build one's own identityand be proud of it. The depiction of women as strong figures who have theirown strong foundation, that as a woman who also could have their ownidentity and be accepted in society with their own identity. Blackpinkmotivates women to actively contribute in various parts of society andproofing that women with all their talents and ambitions could be aninspiration and a new figure of a tough woman in the modern era.

Keywords: Women empowerment, Roland Barthes, Critical Paradigm,Blackpink, Ddu-Du Ddu-Du Music Video