On April 27th, the official channel of HYBE Labels premiered the music video for “Bubble Gum,” the latest single from NewJeans. The song is one of the tracks on their upcoming double single, “How Sweet,” which is set to be released on May 24th.
The music video effectively captures the vibrant energy of the members as they play games such as blowing bubble gum, soap bubbles, and balloons. Running around, dancing, laughing, and chatting freely against the refreshing backdrop of a beach and a camping van on early summer nights, NewJeans’s innocent and natural charms are fully showcased in the video.
Upon its release, the music video for “Bubble Gum”received an overwhelmingly positive response from fans worldwide. Within just 10 hours, it amassed over 4 million views on YouTube, earning the No.3 spot among the most-viewed videos within 24 hours. The MV also dominated YouTube Trending in various countries, including Canada (No.1), the UK (No.2), the US (No.3), Australia (No.4), and Brazil (No.7). Fans flooded the comments section with praises such as “It beautifully captures the members’ youth”, “It’s like a summer version of ‘Ditto’”, “This song brings back precious summer memories”, and “It’s a song that can be enjoyed for a
NewJeans once again impressed with their trademark “easy listening”track, which is a popular trend in the current K-pop scene. The group’s concepts perfectly complement the song’s uncomplicated drum beats and sleek synthesizer sounds, building anticipation for their upcoming album this year.
Despite the ongoing conflict between HYBE and CEO Min Hee-jin, NewJeans has made a comeback after their contract termination was revealed at the end of April. HYBE had demanded Min Hee-jin’s resignation due to her plans to end their contract and become an independent company. However, despite Min Hee-jin’s disagreement, NewJeans has already launched their first activity of the year and their first song, “Bubble Gum,”has proved to be a success, easing fans’ concerns.
Nonetheless, if CEO Min Hee-jin were to resign prior to NewJeans’s double single release, their comeback promotion would undoubtedly be impacted. Min Hee-jin has been highly praised for her strategic planning abilities and innovative concepts, even during her time at SM. Additionally, her involvement was a significant factor in NewJeans’s success, earning them the title of “Min Hee-jin’s girl group”. As a result, fans are urging ADOR and HYBE to collaborate for the benefit of the artists, rather than placing blame on each other.
During the months of May and June, NewJeans plans to actively promote in both Korea and Japan. They will first release their double single “How Sweet”in Korea on the 24th, followed by their debut single in Japan on June 21st. Additionally, in June, NewJeans will hold a fanmeeting titled “Bunnies Camp 2024″at Tokyo Dome. Fans are eagerly anticipating whether NewJeans will be able to overcome past controversies within their company and continue to create a sensation in the industry.
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