Hottest K-Pop Girl Group Faces Controversy with NewJeans’ Japan Debut

On June 21st, the K-pop girl group NewJeans officially debuted in Japan with the release of their double single “Supernatural.”Prior to this, they had already released the music video for the b-side track, “Right Now,”which was specifically targeted towards the Japanese market. To commemorate their debut, the group will be holding their first fan meeting at Tokyo Dome. Fans are highly anticipating NewJeans’ success as they expand into the Japanese music scene.

The Japanese debut of “Supernatural”highlights NewJeans’ skill in capturing street-style imagery and the Y2K aesthetic they strive for. Min Hee Jin’s direction allows the five girls to showcase a vibrant and youthful image, without relying on a convoluted narrative to promote the product.

“Supernatural” showcases NewJeans’ strength in street-style imagery and the Y2K vibe they pursue.

NewJeans has released ‘Supernatural’ on all streaming platforms. pic.twitter.com/Bwi0rYKPZu

— Kpop Charts (@kchartsmaster) June 21, 2024

NewJeans Supernatural — The five girls flaunt captivating choreography.

Musically, the title single “Supernatural”incorporates elements of New Jack Swing, utilizing distinctive percussion to create a nostalgic atmosphere. The song’s arrangement opens with a melody that echoes “Attention,”the initial track that introduced NewJeans to the public.

Similar to a cycle, NewJeans has made a comeback after a span of two years, accomplishing various groundbreaking achievements and reaching a significant milestone in their career by debuting in Japan. Their latest single, “Supernatural”, delves into the realm of traditional Japanese pop music, providing the perfect path for the five girls to embark on a new adventure in the country.

Despite the meticulous attention given to both music and visuals, the Japanese release of NewJeans continues to spark debate. Following the broadcast of “Supernatural”, devoted music enthusiasts immediately analyzed the song’s words. As a product tailored specifically for the Japanese market, “Supernatural”features a blend of three languages: English, Korean, and Japanese. Significantly, the majority of the song’s lyrics are in English, making up 65% of the total. There are also 10 lines in Korean and 6 lines in Japanese.

This decision by NewJeans’ management company is confusing. It is common for K-pop artists to promote in Japan by releasing songs in Japanese. For instance, SEVENTEEN, their senior group, gained popularity in Japan by putting out a variety of Japanese albums. These albums included either new tracks or translated and re-recorded versions of their Korean songs.

At the same time, “Supernatural”incorporates a combination of three languages, with the majority being in English. The accompanying track, “Right Now,”also follows this pattern. It is widely believed that while overseeing NewJeans’ introduction to Japan, ADOR aims to produce a song that will resonate with Korean listeners. The inclusion of English is meant to contribute to global trends and aid in international media recognition.

Despite its potential, this strategy carries significant risk and could have negative consequences if the attention is not solely on one primary market. Furthermore, the music has received criticism for its lack of innovation and overall underwhelming quality.

After being broadcasted for over 12 hours, NewJeans has made significant achievements. On Line Music, the biggest streaming platform in Japan, their song “Supernatural”is currently at #7 in the top 100 (as of 4 PM Vietnam time). The music video for their b-side track “Right Now”is also trending at #1 on Line Music.

Despite being aimed at the Japanese market, “Supernatural”debuted at #17 on Genie and #34 on MelOn on domestic charts, reflecting its stable rankings. However, NewJeans’ popularity has noticeably declined in this comeback as it no longer generates the same level of surprise as it did in 2023.