Min Hee-jin’s Outfit Sparks Controversy Amid CEO’s Crisis and NewJeans’ Popular New Song

At midnight on April 27th, NewJeans dropped their music video for “Bubble Gum” . Within six hours, the MV had already exceeded 3 million views and by 1 p.m., 13 hours after its release, it had reached 5 million views.

The CEO of Min Hee-jin personally oversaw the production of this music video, collaborating with director Lee Young-eum. Set against a city pop music backdrop with a nostalgic 70s and 80s vibe, “Bubble Gum” exudes a refreshing atmosphere, complemented by NewJeans’s signature Y2K sentiment.

Beginning with member Hyein’s cheerful greeting of, “Hello! This is Hyein. Today, I will demonstrate how to make bubbles,”the music video showcases a collection of nostalgic items including bubbles, videotapes, bicycles, old fans, and knitting blankets. The members delight in playing with marbles and blankets while also searching for four-leaf clovers, evoking a warm and comforting atmosphere for viewers in their teens and 20s, as well as a sense of nostalgia for those in their 40s and 50s.

In response to the music video, one netizen remarked, “It feels like watching teenage girls as they visit their grandmother’s home in the scenic countryside near a beach during their summer break.”

Fans who were concerned about the potential impact of the conflict between ADOR’s CEO Min Hee-jin and HYBE on NewJeans also showed their support for the group. Many fans expressed their love for the members, stating that they were like friends who had suddenly appeared in their lives during the summer of 2022 and had brought comfort during difficult times. They also hoped that the ongoing issue would not harm the innocent and bright members of NewJeans, and urged them to stay strong. Some fans also expressed their disappointment in the adults involved and vowed to stand by NewJeans during this tough time.

Despite the controversy surrounding ADOR’s alleged attempts to take over management rights and Min Hee-jin’s behavior at the press conference, her skills as a producer received praise from many. Some also noted her outfit at the press conference, which consisted of a horizontal striped T-shirt and a ball cap similar to the one worn by Minji in the teaser for NewJeans’s new song released on the 26th. This has led to speculation that Min Hee-jin may have purposely chosen these items to promote the group’s comeback. Whether this was her intention or not, it appears that she successfully generated buzz for NewJeans’s return at the press conference.

The question remains as to how long the ongoing internal dispute between Min Hee-jin and HYBE will last, especially since HYBE has even gone as far as requesting the resignation of the ADOR CEO. There are worries that this prolonged conflict may have a negative impact on NewJeans’s performance. Despite the controversy, HYBE has declared that they will proceed with NewJeans’s scheduled comeback promotion.