Blackpink is a South Korean girl group under YG Entertainment consisting of 4 members and has gained interest from the public even before their debut. Blackpink has a strong and unapologetic stage presence. Their sound 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. All their albums and songs record their presence in the music industry not only in 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 a deeper meaning about empower female using symbols that depict about power and women. With semiotics by Roland Barthes and Critical paradigm, this research discusses the awareness of power by engaging in dialogue and theory uses to interpret or explain social action that intends to encourage people to interact and learn about empowering female. Despite the strong culture of Confucianism and patriarchy, South Korea already recognizes the concept of female leaders or women empowering from their history and in addition to the effect of modernization and globalization. Blackpink described being a strong and proud person who has the identity of a woman and conveys a message to become a strong woman to build one's own identity and be proud of it. The depiction of women as strong figures who have the irown strong foundation, that as a woman who also could have their own identity and be accepted in society with their own identity. Blackpink motivates women to actively contribute in various parts of society and proofing that women with all their talents and ambitions could be an inspiration 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