In 2022, when the competition among new girl groups is scorching, another “promising contestant” appeared in the middle of summer. They are “Min Hee-jin’s girl group” NewJeans.
NewJeans is a five-member rookie girl group introduced by the new HYBE label ADOR (abbreviation of All Doors One Room). The group is produced directly by ADOR’s CEO Min Hee-jin who was in charge of branding Girls’ Generation, SHINee, and EXO at SM Entertainment in the past.
The team name NewJeans contains the ambition to become an icon of the times like jean, which people can wear every day but never gets tired of it, and their determination to become the “New Genes”.
Min Hee-jin said, “Pop music is a culture that is very close to everyday life, so it’s like daily wear. In particular, jean has been loved by both men and women of all ages. ‘NewJeans’ contains the ambition and determination to become an icon of the times like the jeans that you wear every day but don’t get tired of wearing them anytime,” she explained.
Above all, NewJeans boldly skipped the teaser step, the first step of any general debut or comeback promotion, and immediately made a winning move by releasing a full-length music video, showing a different level of progress right from the start.
The effect of the pre-promotion, which took place under the halo of being a division of the top agency HYBE, left a strong impact. Since July 22nd, they have introduced three music videos in relay, including the title song, and have launched more aggressive promotions than any other group.
NewJeans’ confidence in their music, performance, style and charm, was met with such a fresh promotion plan, showing hot synergy. Although there was virtually no pre-promotion, their appearance in the K-Pop scene alone drew keen attention among global K-pop fans. Minji, Hani, Daniel, Hae-rin and Hye-in’s pure and natural teenage charm, was quite different from other girl groups, causing a sensation.
In particular, this first result they received after announcing their debut, is clearly a sign that the so-called “Min Hee-jin Division,” led by CEO Min, has been thoroughly planned and prepared. Their music has the “nostalgia perfume” (which is hard to explain by word) from established K-pop girl groups, and that perfume was embodied through Min Hee-jin’s unique visual directing, completing itself with a “nostalgic” color.
The musical features commonly found in “Attention,” “Hype Boy,” and “Hurt” show that they are not simple as their songs leave a stronger lingering vibe than just an addictive chorus.
NewJeans, who finally appeared after a long preview, set a new record with their single debut album. The album has surpassed 440,000 pre-orders on the third day of pre-order sales, signaling the largest pre-order sales record among K-pop girl groups that debuted this year. In particular, the unique version “NewJeans Bag” with PIN-UP BOOK, photocards, and CDs decorated with pictures of the members in a circular bag was sold out on July 26th, the second day of pre-sale, signaling a solid fandom.
NewJeans themselves is an interesting team, but the attention of K-pop fans, as well as the industry, is focused on what kind of “earthquake” their appearance will cause in the 2022 rookie girl group battleground.
Kep1er, NMIXX, LE SSERAFIM, CLASS:y, Lapillus, and ILY:1, led by IVE, who debuted in December last year, are virtually known as the representatives of girl group rookies debuted in 2022. While IVE stands out on the digital field, Kepler on the physical album, and LE SSERAFIM on the Billboard chart, many are highly expecting what NewJeans will show after their official debut.
NewJeans will release a song on August 1st and release an album on August 8th, progressing their debut in earnest.
Source: Daum
