Renowned Korean art director Park Si Young has stirred online debate after sharing blunt criticism of the styling and creative direction behind NewJeans‘ newly released content.
Following the group’s surprise release of anniversary teaser videos, Park Si Young took to his Instagram Story to repost a meme clip alongside a lengthy message expressing his disappointment after watching the content.
In his post, Park Si Young criticized the overall creative execution, saying he was underwhelmed by what he saw. “I heard NewJeans had released something new, so I watched it as soon as I woke up. It’s incredibly tacky. It looks like something from the Gayo Top 10 era.” He directed most of his criticism toward the production and creative team rather than the members themselves. “People with no talent are just riding on the coattails of the girls.”
Park Si Young also questioned why only four members appeared in the newly released video. “What’s with only four members? It’s like Attack on Titan without the Titans.”
He went on to criticize the company’s leadership, suggesting that poor creative decisions stemmed from management rather than the artists. “The biggest problem is someone with no creative sense starting a company with massive investment and nothing but pride.”
Although Park Si Young’s comments were harsh, he made it clear that his frustration was directed at the company’s creative direction rather than NewJeans themselves. His remarks focused on the styling, production, and executives responsible for the group’s visual concept.
The comments come shortly after NewJeans released a series of summer-themed teaser videos to celebrate the group’s fourth debut anniversary. The surprise content marked the first newly produced official group material in over a year, leading many fans to speculate that a comeback may be in the works. The videos feature Minji, Hanni, Haerin, and Hyein, while ADOR has stated that future activity plans will be announced once ongoing discussions are finalized.
Screenshots of Park Si Young’s Instagram Story quickly spread across social media, reigniting discussions about NewJeans’ latest visual direction.
- When I think of NewJeans, I always think of something incredibly fresh. That feeling has completely disappeared now.
- Just reading his post, I honestly can’t tell whether he’s supporting NewJeans or criticizing them. LOL.
- Now that the ‘visual aesthetics’ criticism has started, people are probably going to complain about the aesthetics no matter what NewJeans releases next.
- It’s not even an album photoshoot. Considering this is their first official content since everything happened, I think it’s fairly restrained and looks fine. If they’d gone with something more extravagant, people probably would’ve criticized that too.
- The aesthetics do seem weaker this time. But because everyone constantly praised this group’s visual sense before, discussions about the aesthetics were inevitable. That’s become NewJeans’ dilemma.
- Fashion isn’t the real issue it’s the music going forward. More than anything, the music was probably shaped by Min Hee Jin’s taste.
The art director has previously voiced support for former ADOR CEO Min Hee Jin and has publicly defended NewJeans during the group’s dispute with the agency, making his latest criticism particularly notable among fans.
Sources: Theqoo
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