On February 3, 2026, global superstar Bruno Mars took to his Instagram Story to share a moment that quickly went viral across the K-pop community and beyond.
The “Die With A Smile” singer posted a photo of a South Korean newspaper featuring a prominent headline about his collaboration with BLACKPINK’s Rosé , the smash hit “ APT .”
This move was seen by many as a heartfelt acknowledgement of the song’s massive impact in South Korea and its role in bringing Korean culture—specifically the “apartment” drinking game—to a global audience.
The 2026 Grammy Awards Performance
The viral post came just days after Bruno Mars and Rosé delivered an electrifying opening performance at the 68th Annual Grammy Awards on February 1. Channelling a pop-punk aesthetic, the duo performed “APT.” in front of the music industry’s biggest names, including Billie Eilish and Taylor Swift, who were seen dancing in the audience.
Although “APT.” was nominated for three major categories—Record of the Year, Song of the Year, and Best Pop Duo/Group Performance—it surprisingly did not take home any trophies, leading to intense debate among fans online.
Debunking Fallout Rumors
The Instagram Story also served as a silent rebuttal to “feud” rumors that had begun to circulate following their Grammy shutout.
Fake screenshots had briefly gone viral on X (formerly Twitter) suggesting that Mars had unfollowed or even blocked Rosé on Instagram after the loss.
However, fans quickly pointed out that Mars had never followed Rosé to begin with, and the two were later spotted celebrating with pizza and attending an after-party in West Hollywood together.
By posting the Korean newspaper, Mars reinforced his pride in the project and his ongoing friendship with the “Big Bad Rosie.”
“APT.”’s Cultural and Commercial Legacy
- Spent 12 weeks atop the Billboard Global 200.
- Become the fastest music video by an Asian act to reach one billion views on YouTube.
- Achieved ten weeks at number one on the Circle Digital Chart in South Korea.
- Won “Song of the Year” honors at the 2025 MTV VMAs and the 2024 Asia Artist Awards.
The “Die With A Smile” singer posted a photo of a South Korean newspaper featuring a prominent headline about his collaboration with BLACKPINK’s Rosé, the smash hit “APT.” (Credit: Instagram)
A Bridge Between Worlds
Bruno Mars’ decision to showcase the Korean press highlights his appreciation for the unique cultural roots of “APT.”
During his 2025 interview with Billboard, Mars noted his fascination with the Korean drinking game that inspired the song, and his recent social media activity confirms that he views the collaboration as a career highlight despite the lack of a Grammy win.
As the song continues to be a staple on global charts, Mars and Rosé have proven that cultural exchange in music can create a viral phenomenon that transcends industry awards and unites fandoms across the globe.
In a groundbreaking development for the intersection of K-pop and professional sports, the group CORTIS has been officially announced as the first K-pop act to perform at the NBA All-Star Celebrity Game.
According to reports from the NBA and ESPN released on February 4, 2026, the group will take the stage for a halftime show at the ‘2026 Ruffles® NBA All-Star Celebrity Game.’
This historic event is scheduled to take place on February 13 at the Kia Forum in California, marking a significant milestone in CORTIS’s expanding influence within the North American market.
“Friends of the NBA”: A Growing Partnership
The selection of CORTIS for this prestigious halftime slot is not a random occurrence but rather the result of a deep and ongoing partnership.
The NBA and ESPN have highlighted the group’s role as “Friends of the NBA,” serving as official promotional ambassadors for the league.
This ambassadorship has allowed CORTIS to act as a cultural bridge, bringing K-pop’s high-energy performance style to one of the most-watched sporting events in the United States.
The Celebrity Game itself is a fan-favorite tradition, featuring a mix of retired NBA legends, Hollywood celebrities, and musicians competing on the court, all of which is broadcast live across the country via ESPN.
Expanding Presence in North American Entertainment
The halftime show at the Kia Forum is just one part of a busy week for CORTIS in Los Angeles. Before they hit the Celebrity Game stage, the group is set to headline the “NBA Crossover Concert Series” on February 12 at the Los Angeles Convention Center.
This makes them the first Korean artist headliner in the history of the concert series, further solidifying their status as a major player in the global music scene.
By headlining both a dedicated concert and a major sporting event, CORTIS is effectively positioning themselves at the center of the entertainment world’s most high-profile weekend.
CORTIS Beyond the Stage: Gaming and Global Branding
The group’s success in the sports arena is mirrored by their innovative branding and gaming partnerships. CORTIS recently made headlines as the first K-pop artist to partner with the international energy drink brand Red Bull.
Their influence has also crossed over into the virtual world; their hit song ‘GO!’ was featured on the original soundtrack for Season 4 of the popular basketball simulation game NBA 2K26.
Furthermore, the group has expanded their reach to the younger gaming demographic by having their choreography featured as a dance emote in the global phenomenon Fortnite.
A New Cultural Frontier
As CORTIS prepares for their historic performance at the Kia Forum, they are doing more than just promoting a single; they are redefining what it means for a K-pop group to be a global brand.
Their integration into the NBA ecosystem—through soundtracks, ambassadorships, and now a live halftime show—represents a new frontier for Hallyu (the Korean Wave).
By successfully merging music, sports, and gaming, CORTIS has built a versatile and resilient presence that transcends traditional industry boundaries.
On February 13, when they take the court for the halftime show, it will be a moment of pride not just for the group and their fans, but for the entire K-pop industry as it continues to find new homes on the world’s biggest stages.
