NewJeans’ “Bubble Gum” music video is full of summer vibes “This is Min Hee-jin’s sensibility”

Released at midnight on April 27th, this music video was produced directly by CEO Min. It was directed by Youngeum Lee from “OGG Visual”, an advertising and music video production company. Youngeum Lee previously directed the “New Jeans” music video.

The music video for “Bubble Gum”, which smoothly incorporates city pop elements, perfectly captures the summer vibes. Above all, it reflects the sensibilities of CEO Min and ADOR naturally. The authenticity is NewJeans and CEO Min’s greatest strength. Additionally, each scene is brilliantly edited, leaving a mesmerizing visual impression.

The “Bubble Gum” music video, reminiscent of high school summer vacations, is as nostalgic and refreshing as the “Ditto” music video, which also had a high school setting. It effectively portrays the emotional essence of summer, capturing the refreshing ocean scenery throughout.

The music video is filled with lingering images like when Minji, Hanni, Danielle, Haerin and Hyein keep blowing bubble gum, leaving a vivid impression. It’s a touching moment for NewJeans’ fandom “Bunnies”, who have been closely watching the recent conflicts between HYBE and CEO Min.

The continuous imagery of bubble gum and soap bubbles is elegant, and scenes highlighting innocence abound. The desire to protect NewJeans’ youthfulness continues to resonate. The four-leaf clover, which has symbolically appeared in NewJeans’ activities for a while, also makes an appearance. Building NewJeans’ world is not an easy task. If CEO Min were not in charge of NewJeans’ production, it’s hard to imagine who else could maintain or modify the emotions they’ve built up.

The “Bubble Gum” music video surpassed 3 million views in just six hours, with over 33,000 comments. Along with favorable reviews of CEO Min and NewJeans’ emotional portrayal in the video, there are also hopes that NewJeans members have not been hurt by recent events.

Despite the conflicts with CEO Min, HYBE stated that they will proceed with NewJeans’ scheduled promotional activities as planned. They released a press release the day before, expressing their support for NewJeans’ activities. They confirmed next month’s domestic double single “How Sweet”, which includes “Bubble Gum”, as well as the release of a single in Japan and a fan meeting at Tokyo Dome in June. CEO Min’s first official post on her SNS in about a month was also an image related to “How Sweet”. Bunnies are all hoping that everyone finds their “four-leaf clover”.

Source: Nate