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According to The Korea Timesindustry watchers attribute this largely to the fact that the Blackpink star often remains peripheral to a show’s emotional or narrative core rather than becoming an integral part of it.

Since debuting with Blackpink in 2016, Jennie has risen to the top tier of global pop stardom. Her ventures into variety and reality television, however, have received far more muted responses. Over the years, she has appeared as a regular cast member on programs such as “Village Survival, the Eight,” “Apartment 404,” “My Name Is Gabriel,” and most recently “The Secret Friends Club,” signaling a clear effort to expand her public profile beyond music.

The results have been mixed. While her participation typically draws early attention, it has rarely translated into sustained audience engagement or noticeable ratings growth. Observers say this reflects a recurring issue: Jennie’s role on these programs often appears symbolic rather than central to the show’s dynamics.

Her guest appearance on “EXchange 4” last month illustrates this pattern. On the show, celebrity guests usually build rapport by sharing personal relationship experiences, helping to drive emotional resonance. Jennie, by contrast, refrained from discussing her own past relationships and showed limited emotional interaction with the cast. As a result, the announcement of her appearance generated more attention than her on-screen contribution itself.

Critics also argue that the Blackpink star has yet to establish a clear entertainment persona suited to Korean variety shows, which often depend on candid humor, self-deprecation and improvisational wit. Without these elements, performers can struggle to move beyond being high-profile guests and become central figures in a program’s narrative.

On “The Secret Friends Club,” several moments went viral after the first episode aired on Jan. 29, including cast member DEX fleeing from fellow cast member Choo Sung Hoon and Lee Su Ji tossing aside a gift from Jennie. Even in these scenes, the focus largely fell on other participants, leaving Jennie’s presence visible but peripheral.

Ratings have reflected the lukewarm reception. According to Nielsen Korea, “The Secret Friends Club” recorded a nationwide household rating of 2.1%, roughly half that of the final episode of “King of Mask Singer,” the program it replaced on the same network.

As criticism grows, industry observers say that if Jennie intends to continue appearing on variety and reality programs, she may need a clearer strategy that better aligns with the format’s demands. Without a more defined on-screen identity, simply serving as a star presence may no longer be sufficient.

That said, Jennie does not depend on variety shows to sustain her career. Her global success as a musician and fashion icon ensures both a devoted fan base and strong commercial appeal.

Chosun Biz reported in December last year that “ExtraL” became Jennie’s fourth song that has received RIAA certification, following “One of the Girls,” “Mantra,” and “Like Jennie.” This is the highest number of RIAA certifications among K-pop solo artists.

According to VogueJennie’s fashion credentials are equally formidable. In 2023, she released a limited-edition capsule collection with Calvin Klein, where she serves as a global ambassador. The collection sold out in just one second. Brand performance solutions company Launchmetrics reported that it generated US$8.6 million in media impact value, placing Jennie third in the brand’s ambassador rankings. Her collaborations with Gentle Monster have also consistently sold out.

In December 2023, Jennie starred in Jacquemus’s Guirlande holiday campaign, generating 4.2 million likes and a 5.12% engagement rate from a single post on launch day, well above the industry average of around 2%.

Born Kim Jennie in Seoul, the 30-year-old singer studied in New Zealand for five years before returning to South Korea to debut with Blackpink in 2016. She launched her solo career in 2018 with the single “Solo.”