NewJeans’s Career High Expected To Continue Despite HYBE’s Internal Dispute

On April 27th, NewJeans introduced the music video for their new song “Bubble Gum” on the official channel of HYBE Labels. “Bubble Gum” is one of the tracks in the double single “How Sweet” to be released officially on May 24th.

The music video clearly shows the members’ bright energy. They have fun playing bets while blowing bubble gum and enjoying games such as soap bubbles, balloons and glass beads. The members also run around, dance, laugh, and chat freely against the backdrop of the refreshing beach and a camping van on early summer nights. NewJeans’s innocent and natural charms were fully captivated in the music video.

As soon as it was released, “Bubble Gum” MV received enthusiastic responses from music fans around the world. It surpassed 4 million views on YouTube within 10 hours, ranking No.3 among the most-viewed YouTube videos in 24 hours. In addition, the MV also topped YouTube Trending in several countries such as Canada (No.1), the UK (No.2), the US (No.3), Australia (No.4), Brazil (No.7), etc. Fans commented under the music video, saying “It captures the members’ youth so prettily”, “It’s like a summer version of ‘Ditto’”, “It’s the precious memories of summer in our youth”, “This is a song you can listen to for a long time”, etc.

Above all, NewJeans once again showcased their signature “easy listening” song, which is a trend in the current K-pop industry. The members’ concepts match so well with the song’s simple drum patterns and cool synth sounds, raising high expectations for NewJeans’s new album this year.

NewJeans has been the center of attention because of their involvement in HYBE’s internal conflict that broke out at the end of April. HYEB demanded the resignation of ADOR’s CEO Min Hee-jin after finding evidence proving Min Hee-jin’s plan to terminate NewJeans’s contract and becoming independent from HYBE. While CEO Min Hee-jin is showing intense disagreement with HYBE, NewJeans started their first activity this year. Contrary to fans’ concerns, the first song “Bubble Gum” was quite successful.

However, if CEO Min Hee-jin resigns ahead of NewJeans’s double single release, their comeback promotion will definitely be affected. Min Hee-jin has gained recognition for her planning skills and unique concepts ever since she was still working under SM. One of the reasons behind NewJeans’s success was also the title “Min Hee-jin’s girl group”. Therefore, fans are urging ADOR and HYBE to join hands for the sake of the artists instead of blaming each other.

Meanwhile, NewJeans will actively promote in Korea and Japan in May and June. After the release of the double single “How Sweet” in Korea on the 24th, they will introduce their debut single in Japan on June 21st. In the same month, NewJeans also enters Tokyo Dome with their fanmeeting “Bunnies Camp 2024”. Attention is on whether NewJeans will overcome the controversies in the company and cause a syndrome again.