The online response to NewJeans’s Japanese debut single, “Supernatural,”has been a mix of emotions towards its lyrics.
NewJeans officially entered the Japanese market on June 21 with the release of their double single, “Supernatural.”Before this, they had already revealed the music video for the B-side track, “Right Now.”These songs were specifically crafted for the Japanese audience and following their debut, NewJeans is set to hold their inaugural fan meeting at Tokyo Dome. The strategic move of one of K-pop’s top girl groups into Japan has generated a significant buzz among music enthusiasts.
“Supernatural”highlights a bold street-inspired aesthetic that aligns perfectly with NewJeans’ signature Y2K vibe, perfectly capturing their energetic and youthful image. Min Hee Jin, CEO of the group, chose to utilize direct visual storytelling for their debut, putting emphasis on the group’s lively energy.
Musically, “Supernatural,”the lead single, pays tribute to NewJeans’ signature retro sound by incorporating elements of New Jack Swing. The track opens with a melody reminiscent of “Attention,”the song that first propelled NewJeans into the spotlight.
Two years have passed since NewJeans’ official debut, and they have now achieved a major accomplishment: successfully entering the Japanese music industry. Their newest release, “Supernatural,”takes cues from traditional J-pop, a deliberate decision as they establish themselves in this unfamiliar market.
Despite careful preparation in both musical and visual aspects, NewJeans’ debut in Japan was not without its share of controversy. Upon the release of their hit “Supernatural,”the lyrics faced criticism. Despite being targeted towards the Japanese audience, the song features a unique mix of English, Korean, and Japanese lyrics, with English making up 65% of the song, followed by Korean and a small portion in Japanese.
This uncommon combination of languages has confused both fans and critics, as it is customary for K-pop groups to only release entirely Japanese songs while promoting in Japan.
Despite including English lyrics in a significant portion of their song “Supernatural”, it appears that ADOR is attempting to reach a wider audience. This could potentially appeal to international fans and media, but may also detract from their focus on the Japanese market and risk alienating local listeners.
Moreover, the music in “Supernatural”has been criticized for lacking originality and failing to leave a lasting impact.
Despite facing these obstacles, NewJeans has experienced significant triumph on streaming platforms. As of June 21st in the afternoon, “Supernatural”held the number 7 spot on Line Music, which is Japan’s biggest streaming service. Additionally, the “Right Now”music video dominated Line Music’s trending video charts.
Despite being primarily aimed at the Japanese market, “Supernatural”debuted at number 17 on Genie and number 34 on MelOn, solidifying its strong position in South Korea. However, in comparison to their tremendous success in 2023, NewJeans’ latest release has received a slightly lower response in domestic popularity, emphasizing the constantly changing and fiercely competitive landscape of the K-pop industry.
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