Group NewJeans is captivating music fans both domestically and internationally with just one pre-release of their comeback, ‘Bubble Gum’ music video.
According to the latest YouTube charts released on the 5th (for the period from April 26th to May 2nd), NewJeans’ ‘Bubble Gum’ has topped both the weekly popular music video and popular song categories in Korea.
Furthermore, ‘Bubble Gum’ also climbed to 2nd place on the YouTube global weekly popular music video chart and 5th place on the popular song chart, proving its worldwide appeal.
Despite being a song released before the official music release, ‘Bubble Gum’ hints at NewJeans’ global influence and impact. ‘Bubble Gum’ is a track included in NewJeans’ upcoming double single ‘How Sweet,’ set to be released on the 24th. Like their previous releases, NewJeans first unveiled the full version of the music video, focusing solely on music and content to reach out to the public.
Notably, the music video for this song is characterized by its lyrical visual beauty and natural storytelling rather than being performance-oriented. It holds greater significance as a music video that shines with NewJeans’ musical sensibility itself, rather than being a video one watches repeatedly to follow choreography.
In fact, the ‘Bubble Gum’ music video perfectly encapsulates the members’ pure and innocent charm. Scenes of members gathering at a house, playing and laughing, evoke the scent of summer. Scenes of them wearing white clothes and dancing freely by the blue sea depict a beautiful moment of youth. Objects such as camcorders, VHS tapes, bubblegum, old-fashioned fans, and marbles that evoke childhood memories, along with nostalgic visual beauty, create a sophisticated retro sentiment that resonates with a wide age range.
The teaser for NewJeans’ collaboration with global pop artist Murakami Takashi, ahead of their debut in Japan in June, is also a hot topic. In the teaser for the title track ‘Right Now’ of the Japanese debut single ‘Supernatural,’ NewJeans and Murakami Takashi’s collaboration character ‘NewJeans X Takashima’ appears.
Despite its short duration of about 28 seconds, the teaser, with its vintage color palette, resembles a piece of pop art, raising expectations for the Japanese debut album.
NewJeans, who have created a significant impact with just one video for each single released in May and June, continues to attract attention from the public and critics alike with their unique planning and music, setting a new standard for K-pop.
NewJeans is scheduled to release double singles in Korea and Japan on the 24th and 21st of next month, respectively, and will actively engage in activities between the two countries. They will also hold a large-scale fan meeting at the Tokyo Dome on the 26th and 27th of next month.
