On June 21st, NewJeans made their official debut in Japan with the release of their double single “Supernatural.”This came after the group had previously released the b-side MV “Right Now,”both of which were specifically targeted towards the Japanese market. To celebrate their debut, the five girls will be holding their first fan meeting at Tokyo Dome. Fans of the top K-pop girl group are eagerly anticipating their success as they expand into the Japanese music scene.
“Supernatural” highlights NewJeans’ proficiency in capturing the essence of street-style and their dedication to the Y2K aesthetic. In their Japanese debut, Min Hee Jin empowers the five girls to exude a youthful and energetic image, without relying on a convoluted narrative to showcase the product’s appeal.
NewJeans has released ‘Supernatural’ on all streaming platforms. pic.twitter.com/Bwi0rYKPZu
— Kpop Charts (@kchartsmaster) June 21, 2024
Musically, the song “Supernatural”showcases a New Jack Swing style, utilizing unique percussion to create a nostalgic vibe. The intro melody is reminiscent of “Attention,”the initial track that introduced NewJeans to the public.
Similar to a cycle, NewJeans makes a comeback after a span of two years, having accomplished multiple remarkable achievements. Their debut in Japan marks a significant milestone in their career. With their focus on the traditional Japanese pop music, their song “Supernatural”serves as a perfect direction for the five members to embark on a new journey in the country.
Despite the meticulous attention given to both music and visual elements, NewJeans’ initial release in Japan continues to spark controversy. Following the broadcast of “Supernatural,”music enthusiasts promptly began scrutinizing the lyrics of the song. As a product specifically targeted towards the Japanese audience, “Supernatural”features a combination of three languages: English, Korean, and Japanese. It is worth noting that the majority of the lyrics are in English, accounting for 65% of the song, while there are 10 lines in Korean and 6 lines in Japanese.
It is a curious decision made by NewJeans’ management company. In the past, K-pop artists have usually released Japanese language songs when promoting in Japan. For instance, their fellow group SEVENTEEN gained popularity in Japan by releasing a number of Japanese albums. These albums would either consist of new songs or versions of previously released Korean songs that had been translated and re-recorded in Japanese.
At the same time, “Supernatural”incorporates a blend of three languages, with English being the dominant component. The accompanying track “Right Now”also follows this pattern. It is speculated that ADOR, while leading NewJeans’ “Japan debut,”is aiming to create a song that will resonate with Korean listeners. The inclusion of English is meant to contribute to global influences and aid in achieving international recognition.
Nonetheless, this strategy poses a considerable risk and is likely to have negative consequences if the attention is not solely directed towards a specific market. Additionally, the music is also receiving criticism for its lack of innovation and unimpressive nature.
After being aired for over twelve hours, NewJeans has already made significant achievements. On Line Music, the biggest streaming platform in Japan, “Supernatural”is currently ranked #7 in the top 100 (as of 4 PM Vietnam time). The b-side MV “Right Now”is also holding the top position among trending videos on Line Music.
Despite being aimed at the Japanese market, “Supernatural”debuted at #17 on Genie and #34 on MelOn, making it a stable entry on domestic charts. However, there has been a significant decline in NewJeans’ popularity with this comeback, as it no longer creates the same overwhelming surprise as it did in 2023 with each new release.
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