BLACKPINK JUMP captures a rarely seen side of Seoul through bold visuals and powerful choreography. Director Dave Meyers transforms Jeungsan 5 District into a striking mix of nostalgia and modern energy. The video’s setting has sparked debate between cultural preservation and urban redevelopment.
BLACKPINK JUMP Brings Unstoppable Energy to Seoul
It has been a month since BLACKPINK released the music video for JUMP yet the buzz refuses to slow down. The single continues to dominate conversations online while its visuals keep drawing new viewers every day. This project offers more than a catchy track as it captures a vivid slice of Seoul that many global fans have never seen before.
From Global Sets to Seoul’s Unfamiliar Corners
BLACKPINK has often filmed its music videos in glamorous overseas locations from iconic landmarks to futuristic cityscapes. This time however the group made a deliberate choice to spotlight Seoul’s lesser-known side. They found a unique backdrop in Jeungsan 5 District which is a redevelopment area in Eunpyeong-gu where traces of past decades meet modern life. The decision added depth to JUMP and made the visuals as distinctive as the song itself.
Director Dave Meyers Guides BLACKPINK JUMP into the Soul of Seoul
Grammy Award-winning director Dave Meyers brought his signature style to the project and merged fantasy with reality in daring sequences. He pushed the Korean production team to find a location that could feel authentic and visually fresh. After persistent requests he was introduced to Jeungsan 5 District where he quickly secured shooting permission for one city block. Meyers fell for the area’s narrow alleys and weathered buildings and Korean-language shop signs that offered a raw textured beauty.
The Story Behind a Redevelopment Zone
In Korea redevelopment zones are typically neighborhoods of aging houses and small shops slated for demolition. These areas are designated for replacement with modern apartment complexes to improve living conditions. Jeungsan 5’s residents had already moved out which left behind empty buildings and quiet streets frozen in time. The district preserved a nostalgic charm that is vanishing from central Seoul and made it an evocative visual counterpoint to the city’s sleek skyline.
BLACKPINK and JUMP Transform Retro Streets of Seoul
In JUMP BLACKPINK delivers fierce choreography and driving beats against the backdrop of Jeungsan 5’s old apartments and worn streets. The contrast between their energy and the setting’s muted tones creates a striking visual tension. The area’s retro character has also caught the eye of other productions including the drama The Wonderfuls starring Cha Eun-woo. Fans on Korean community site theqoo praised the video’s “hip” vibe though many lamented the fact that redevelopment will soon erase this scenery.
Preserving Charm or Building for the Future
The debate over Jeungsan 5 has sparked strong emotions among Seoul residents and BLACKPINK fans alike. Supporters of preservation believe the area’s visual character and cultural value deserve protection and continued use in creative works. They see Jeungsan 5 as a rare reminder of a Seoul that once existed and worry that erasing it will also erase part of the city’s identity. Others focus on the reality faced by former residents who lived in aging homes with deteriorating infrastructure and frequent maintenance problems. They emphasize that many buildings had structural issues that made daily life difficult and at times even unsafe. Concerns about declining safety and the potential for increased crime in abandoned spaces have further fueled arguments for redevelopment. For those in favor of reconstruction building modern apartments is not only a practical solution but also a step toward improving quality of life for future residents.
BLACKPINK JUMP was filmed in Seoul’s Jeungsan 5 District, a redevelopment area known for its retro charm and visual appeal.
Thank you so much for reading this post! I’d love to hear your thoughts, so feel free to share them in the comments!
Is Jeungsan 5 District really getting torn down for good? Does anyone know when they’re breaking ground? I hope they don’t start until next year at the earliest.