Despite conflicts between HYBE and Min Hee-jin, NewJeans’ “Bubble Gum” MV dominates YouTube weekly chart
NewJeans is captivating music fans both domestically and internationally with the music video for "Bubble Gum", which was pre-released before their comeback
According to YouTube’s latest chart released on May 5th (accumulated from April 26th to May 2nd), NewJeans (Minji, Hanni, Danielle, Haerin, Hyein)’s “Bubble Gum” topped both the weekly popular music video and popular song categories in Korea. Additionally, “Bubble Gum” ranked 2nd and 5th on YouTube’s global weekly popular music video and popular song charts respectively, proving their worldwide appeal.
Even though the song has not yet been officially released, it gives an idea of NewJeans’ global influence. “Bubble Gum” is a track from NewJeans’ upcoming double single “How Sweet”, set to be released on May 24th. Similar to their previous works, NewJeans decided to release the full version of the music video first, aiming to reach the public solely through music and content.
The music video for “Bubble Gum” features a lyrical visual style and natural storytelling rather than being performance-oriented. It holds greater significance as a music video that shines with NewJeans’ musical sensibility rather than being a video that needs to be replayed dozens or hundreds of times to follow the choreography.
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. 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.
