Min Hee-jin’s Outfit Was For Promotion? NewJeans’s New Song Is Popular Even Amid CEO’s Crisis

NewJeans released the music video for “Bubble Gum” at midnight on April 27th. The MV quickly surpassed 3 million views within six hours and hit 5 million views at 1 p.m., 13 hours after its release.

This music video was directly produced by CEO Min Hee-jin with the participation of director Lee Young-eum. Set in a city pop music background with a retro vibe from the 70s and 80s, “Bubble Gum” gives off a refreshing atmosphere. in addition to NewJeans’s signature Y2K sentiment.

Starting with member Hyein saying, “Hi! Hyein here. Let me show you how to make bubbles today”, the music video features various items of memories, such as bubbles, videotapes, bicycles, old fans, and knitting blankets. The members enjoy playing with marbles and blankets, and finding four-leaf clovers, bringing a cozy feeling for viewers in their teens and 20s as well as a sense of nostalgia for those in their 40s and 50s.

Under the music video, a netizen commented, “It’s like seeing teenage girls visiting their grandmother’s house in the countryside near a beach during summer vacation”. 

Fans, who are worrying that the conflict between ADOR’s CEO Min Hee-jin and HYBE would affect NewJeans, also cheered for the group, saying “They are the friends who suddenly appeared in my life in the summer of 2022 and comforted me in my hard time, so I want to become their strength in this tough time”, “NewJeans members are just so innocent and bright, I hope the issue won’t hurt them”, “I hope the cowardice of adults won’t hurt their youth. Let’s be together, NewJeans”, etc.

Apart from the allegations of ADOR attempting to take over management rights and her attitude at the press conference, Min Hee-jin actually gained praise for her skills as a producer. Some also pointed out that she appeared at the press conference wearing a horizontal striped T-shirt and a ball cap similar to what Minji wore in the teaser for NewJeans’s new song released on the 26th. As such, there are comments saying the female CEO might have chosen the outfits to promote NewJeans’s new song. Whether it was Min Hee-jin’s intention or not, she seems to have successfully promoted NewJeans’s comeback at the press conference. 

The question is how long the internal dispute between Min Hee-jin and HYBE will continue as HYBE even requested the ADOR CEO resign and concerns that this prolonged conflict will affect NewJeans’s performance have also arisen. Amid the controversy, HYBE announced that they will proceed with NewJeans’s comeback promotion as scheduled.