South Korean Girl Group Partners with Japanese Cultural Icons for Launch

Courtesy of Ador

NewJeans, a K-pop girl group under Hybe’s Ador music label, is set to debut in Japan on Friday with their first Japanese EP, "Supernatural," according to an announcement from the agency on Thursday. The mini-album contains four tracks, including the titular "Supernatural" and a B-side, "Right Now," along with instrumental versions of both songs.

The track "Supernatural" is described as a nostalgic new jack swing-style song, with contributions from pop star Pharrell Williams. Teasers for the music video, which were released on Saturday and Thursday, showcase the song's catchy introduction and chorus. The music video for "Right Now," released on Monday, has garnered approximately 7 million views on YouTube. The song is noted for its fast-paced drum and bass beats, coupled with the group's energetic vocals.
 

▲ NewJeans / Courtesy of Ador

NewJeans is distinguished by its innovative promotional strategies and collaborations. For their Japanese debut, the group has partnered with local cultural figures such as artist Takashi Murakami and designer Hiroshi Fujiwara. Murakami's signature flower characters are featured in various merchandise, while Fujiwara has collaborated with NewJeans on street fashion items including T-shirts, bandanas, hats, and bags, appealing to a Generation Z audience globally.

The group has previously collaborated with international brands such as Apple, Coca-Cola, and the Powerpuff Girls. Demonstrating their popularity in Japan, the "Bunnies Camp 2024 Tokyo Dome" fan meeting event, held on June 26 and 27, has sold out. 

▲ NewJeans merchandise in collaboration with Japanese artists Takashi Murakami and Hiroshi Fujiwara / Courtesy of AdorTo promote their new EP, NewJeans will appear on several major Japanese music shows. Their scheduled appearances include Fuji TV's “Mezamashi TV” and “Mezamashi 8” on Friday, TV Asahi's “Music Station” later that day, NTV's “With Music” on Saturday, TBS' “CDTV Live! Live!” on Monday, Fuji TV's “FNS Music Festival” on July 3, and TBS' “Music Day 2024” on July 13.

Member Hyein is set to resume promotional activities in Japan following a month-long break due to a foot injury. She is expected to participate in the fan meeting event at the Tokyo Dome, although Ador will modify her schedule to avoid exacerbating her condition. In a statement released through the group's fan community on Thursday, Ador indicated that Hyein's involvement in activities outside of music shows and performances will be contingent on her health and medical advice.

Sayart

Joy, nunimbos@gmail.com