NewJeans (
Korean: 뉴진스;
RR: Nyujinseu) is a South Korean girl group formed by
ADOR. The group is composed of five members: Minji, Hanni,
Danielle, Haerin, and Hyein. They are known for their
girl next door image and musical stylings reminiscent of the 1990s and 2000s.
NewJeans debuted on July 22, 2022, with the single "
Attention", their first number-one song on South Korea's
Circle Digital Chart. It was followed shortly afterwards by two other singles, "
Hype Boy" and "
Cookie", with the former becoming the longest-running song on the
Billboard Global 200 by a K-pop female act. The singles were all featured on their
eponymous debut extended play (EP), released in August 2022. In January 2023, they released their first
single album, OMG, to commercial success. It was accompanied by two singles, "
Ditto" and "
OMG". "Ditto" gained widespread popularity, becoming the longest-running number-one song on the Circle Digital Chart and the group's first entry on both the
Billboard Hot 100 and the
UK Singles Chart.
Their second EP,
Get Up, peaked at number one on the US
Billboard 200 and sold over one million copies in South Korea. Its lead single, "
Super Shy", became the group's highest-charting single on the Billboard Global 200 (number two), the US Billboard Hot 100, and the UK Singles Chart. NewJeans has received rookie awards and were featured in listicles such as Time'sNext Generation Leaders and Forbes'sKorea Power Celebrity 40.
IFPI named NewJeans the eighth best-selling artist worldwide in 2023. Aside from music, NewJeans has sponsored and collaborated with several brands, including
Levi's,
Coca-Cola,
LG Electronics,
McDonald's,
Lotte Wellfood, and
Kao.
Name
Their group name alludes to the idea that jeans are a timeless fashion item and the group's intention to carve a timeless image for themselves.[2] The name is also a
word play on the phrase "new genes", referring to the group ushering a new generation of pop music.[3][4]
History
2011–2022: Pre-debut activities and formation
Prior to debuting with NewJeans, several group members were involved in television, music and dance. When Australian-born
Danielle Marsh lived in South Korea, she was a regular cast member of
tvN's Rainbow Kindergarten, a variety show that aired until 2011.[5] She also appeared in the TV shows Jesse's Play Kitchen and My Heart's Crayon.[6] Hyein debuted as a member of the children's music group U.SSO Girl in November 2017 under the stage name U.Jeong,[7] before departing from the group one year later.[8] In December 2020, she joined the music group and
YouTube collective Play With Me Club formed by PocketTV, and graduated from the group on May 3, 2021.[9]Vietnamese-Australian Hanni Pham began performing in
Melbourne as a member of the Aemina Dance Crew who covered the choreography of
K-pop groups.[10] Hanni and Minji made a guest appearance in
BTS's 2021 music video for "
Permission to Dance".[11]
Preparations for a new girl group in collaboration between
Big Hit Entertainment[note 1] and
Source Music began as early as 2019[12][13] under the direction of
Min Hee-jin, who joined the company as
CBO that same year and is widely recognized for her art direction as visual director at
SM Entertainment.[14] Global auditions took place between September and October 2019, and casting into the group commenced from the beginning of 2020.[13][15] In late 2021, it was announced that the project moved to Hybe's newly established independent label ADOR, after Min was appointed the label's CEO.[16] A second round of global auditions were held between December 2021 and January 2022,[17] and the group's line-up was finalized in March 2022.[18][19] Dubbed "Min Hee-jin's Girl Group" by several media outlets,[18][20] the group was originally scheduled to launch in 2021 but was later postponed due to the
COVID-19 pandemic.[13]
2022–2023: Introduction, debut, and Get Up
On July 1, 2022, ADOR teased the launch of their new girl group by posting three animated videos of the numbers "22", "7" and "22", fueling speculation that content would be released on July 22.[21] That day, NewJeans
surprise-released the music video for their debut single, "
Attention", without any prior promotion or information on the group's lineup.[22]Billboard described the move as "risky-but-ultimately invigorating", crediting its success to "an emphasis on the music before anything else".[1] The video was followed by an announcement of their upcoming
self-titled debut extended play, which would contain four songs including two additional singles.[8]
NewJeans released their second single, "
Hype Boy", on July 23, 2022, along with a clip revealing the members' names and four music videos specific to their perspectives.[23] "Hype Boy" reached number two on the South Korean
Circle Digital Chart,[24] while it became the longest-running song on the
Billboard Global 200 by a K-pop female act,[25] charting for 42 weeks.[26] A music video for their
b-side "Hurt" was released two days later.[23] Pre-orders for the EP surpassed 444,000 copies in three days.[27] NewJeans released their debut EP for
download and
streaming on August 1, 2022, alongside its third single, "
Cookie".[28]Pitchfork described New Jeans as "a plush and stylish collection of '90s and '00s-indebted
R&B.[29] "Cookie" was criticized by some reviewers, who thought the lyrics contained a
sexual innuendo.[30] ADOR denied the accusation and stated that the lyrics refer to "the paired idea of burning CDs and baking cookies, which share the same conceptual verb in Korean".[31] The physical version of the EP was released on August 8 and sold over one million copies, becoming the best selling debut album by a K-pop female act in South Korea and the only debut album to achieve this since
Circle Chart's establishment in 2011.[32] The group made their broadcast debut on
Mnet's M Countdown on August 4, performing all three singles.[33] In October 2022, NewJeans held their first live performances overseas, appearing at
KCON in Saudi Arabia and Japan.[34] At the end of the year, NewJeans won
rookie awards at the
Melon Music Awards, the
Golden Disc Awards, the
Korean Music Awards, the
Seoul Music Awards, the
Asia Artist Awards, and
The Fact Music Awards.[35][36]
In July 2023, NewJeans held their first sold-out
fan meeting, titled
Bunnies Camp, at the
SK Olympic Handball Gymnasium in Seoul.[47] The group released their second EP, Get Up, on July 21, 2023.[48]Get Up became the group's first entry and number-one on the
Billboard 200, making NewJeans the second K-pop girl group to top the chart after
Blackpink.[49] The EP reached number two on the Circle Album Chart and sold 1.65 million copies in its first week of release,[50][51] becoming NewJeans's third consecutive album to sell over one million copies.[52] It was supported by three singles: "
Super Shy", "
ETA", and "
Cool with You".[53] All the singles entered the Billboard Hot 100, making NewJeans the first K-pop female artist to have three simultaneous entries on the chart.[49] "Super Shy" topped the Circle Digital Chart and became their best-performing track on several international charts,[54][55] which led NewJeans to achieve their first number-one on the BillboardEmerging Artists chart.[56] To promote the EP, NewJeans held live performances in multiple countries and collaborated with global brands and celebrities.[57] In August 2023, they became the first K-pop girl group to perform at
Lollapalooza with their first live performance in the United States.[58] That same month, NewJeans performed at the
Summer Sonic Festival in Japan.[59]
Throughout 2023, NewJeans released five other singles. In collaboration with
Coca-Cola, they released "
Zero" in April and "Be Who You Are (Real Magic)", also featuring
Jon Batiste,
J.I.D, and
Camilo, in May.[60][61] A remix of "Zero" featuring J.I.D was released in June.[62] NewJeans recorded "Beautiful Restriction" and "Our Night Is More Beautiful Than Your Day" for the soundtracks of the streaming television series A Time Called You (2023) and My Demon (2023–2024), respectively.[63][64] In October, the group collaborated with
Riot Games to release "Gods" as the theme song for the
2023 League of Legends World Championship.[65] In December 2023, NewJeans released their first
remix album, NJWMX, comprising songs from New Jeans and OMG remixed by South Korean producers
250 and
FRNK.[66] At the end of the year, they became the first K-pop girl group to perform on Dick Clark's New Year's Rockin' Eve.[67]
Several publications named NewJeans among the most prominent music acts of 2023, citing their commercial success and influence in the music, advertising, and fashion industries.[68][69][70][71] They sold 4.39 million album copies, the most-ever for a K-pop female artist in a single year,[72] and broke the
Guinness World Record for the fastest K-pop act to reach one billion streams on
Spotify.[73] The
International Federation of the Phonographic Industry (IFPI) ranked NewJeans at number eight on their list of the
Global Recording Artist of the Year, making them the second highest-ranked female artist of 2023.[74] Along with
Lim Young-woong, the group topped
Gallup Korea's
Singer of the Year poll.[75] At the MAMA Awards, NewJeans became the first girl group in twelve years to win
Artist of the Year and the third girl group in history to receive the award, following
2NE1 in 2010 and
Girls' Generation in 2011.[76] After also winning
Artist of the Year at the Melon Music Awards, they became the first female artist to win both awards in the same year.[77] At the
Billboard Women in Music, they became the first K-pop group to win Group of the Year.[78] NewJeans became the first foreign artist in history to win the Excellent Work Award and be nominated for the Grand Prix with "Ditto" at the
Japan Record Awards.[79]
2024–present
NewJeans will release two double singles in 2024: "How Sweet" and "Bubble Gum" in May and "
Supernatural" and "Right Now" in June.[note 2] A music video for "Bubble Gum" was released on April 27, 2024.[81] "Supernatural" and "Right Now" will be NewJeans's first releases entirely in Japanese, after which the group will begin their first official cycle of promotional activities in Japan; they will hold a fan meeting, titled
Bunnies Camp 2024 Tokyo Dome, at the
Tokyo Dome on June 26–27, 2024. NewJeans also plans to release an album in the second half of 2024.[82]
Artistry
Musical style and lyrics
NewJeans's music spans genres such as R&B,
electropop, and
hip hop.[83] It is characterized by mellow beats, atmospheric
synthesizers, and live vocals.[84][85][86] Their debut EP and first single album OMG are predominantly
midtempopop and R&B that evoke music of the
1990s and
2000s decades.[87][88] There were comparisons to the sound of late-1990s K-pop girl groups.[86][89][90] Music critics also identified elements of late-1990s and mid-2000s
electronic and
dance styles such as
UK garage,[86][91]Baltimore club,[92]Jersey club,[93] and
moombahton.[90] With their second EP Get Up, they ventured more into dance and
club music with a more
rhythmic production expanding on the group's UK garage-influenced past releases.[86] Some critics, such as Sheldon Pearce and Minsoo Joshua Kim writing for
NPR, described NewJeans's music as soft, contained, and delicate, which is a stark contrast to their contemporaries' "maximalist" and "harsh, buzzing" sounds.[86][93] Choi Eun-soo of the Hankook Ilbo characterized the group's sound as "easy listening" devoid of "explosive"
EDM embellishments that had saturated the market.[89]The Guardian's Laura Snapes described their songs as "sleek and lethally hooky, yet playful and teeming with retro synths and
experimental flourishes".[84]
NewJeans's music is mainly produced by South Korean singers 250 and
Park Jin-su (also known as FRNK), while the members often participate in songwriting.[84] The members have talked about being inspired by film and television, in particular by "high school
teen dramas" like Clueless (1995), Mean Girls (2004), and The Princess Diaries (2001).[94][95]Executive producer Min Hee-jin selects all NewJeans's songs and is responsible for the recording process.[96] Regarding the group's debut EP, Min said she "wanted to break the tacit formula of K-pop and make an album with the music I want".[97] Min disliked "high-pitched parts, awkward raps that suddenly appear, and singing methods that feel uniform" and chose to record without
guide vocals, allowing the members to develop their own singing styles.[96][88] Pearce argued that NewJeans's frequent collaborations with certain producers brought forth a cohesive discography with distinct identity and aesthetic.[86]
Image and fashion
NewJeans has influenced fashion and make-up trends with their style, developed by Choi Yu-mi. Having previously met Min while working with
Shinee, Choi began working with Min and NewJeans in 2020, despite never having styled a girl group.[98][99] NewJeans debuted with a
Y2K-inspired style that established them as "a symbol" of the Y2K fashion revival in South Korea.[100] The members wore "drastically" different outfits in the music videos to confuse fans, prompting them to rewatch the videos to identify the members.[101] For their hair and make-up, NewJeans worked with hairstylist Gi-hee and make-up artist Lee Nak-yeum, who developed a signature "natural" look for the group.[102][103] Azrin Tan argued in Vogue Singapore that NewJeans presented a "new aesthetic", characterized by minimal soft make-up and straight black hair, that defied beauty standards in the contemporary K-pop industry with its simplicity.[104] Their styling contributed in shaping NewJeans's
girl-next-door image,[105] deemed by Tan a "stark shift away from the usually high-octane aesthetic" of contemporary K-pop groups.[104]
NewJeans branched out and showcased a variety of concepts in the music videos released for Get Up, including cheerleading and ballet-inspired outfits.[106][107] Since NewJeans's debut, Choi has incorporated in their style elements from several modern trends, such as
gorpcore and blokecore, and designers, such as
Kiko Kostadinov,
Martine Rose,
Marine Serre, and Hyein Seo.[98][99] Edith Winslow of Vogue Australia has described NewJeans's fashion style as a combination of "bold pieces, contemporary designers, and the confidence to pull it all off".[108]The New York Times named them among the most stylish people of 2023.[109] In interviews, NewJeans have said they enjoy exploring different styles and expressing themselves through fashion.[110][111] The members' personal styles have also become influential, with Julian Bartolome of Inquirer Super saying they have "established themselves as modern-teen style icons".[112][113] All of the members have served as ambassadors for fashion and beauty brands: Hanni for
Gucci,
Armani Beauty, and
UGG, Hyein for
Louis Vuitton, Danielle for
Burberry,
YSL Beauty, and
Celine, Minji for
Chanel Korea, and Haerin for
Dior.[114][115]
NewJeans has collaborated with brands to launch exclusive products and merchandise. In December 2022, the group collaborated with a dessert brand, Nudake, to open pop-up stores in Seoul that would sell themed cakes and gadgets.[134] The following month, NewJeans partnered with Musinsa and LG Electronics to release a limited edition of the Gram laptop with themed outfits exclusively available at LG Electronics' pop-up store in Seoul.[135][136] In June 2023, they began collaborating with McDonald's for the launch of an exclusive meal consisting mainly of chicken-based items. Over the course of the year, the meal became available in South Korea, the Philippines, Thailand, Indonesia, Brunei, Malaysia, Hong Kong, Singapore, and Vietnam.[137] In August 2023, NewJeans and
Line Friends launched a collection of merchandise comprising two lines, one featuring bunny-like characters and another featuring The Powerpuff Girls-themed characters that had appeared in the group's music videos for "ASAP" and "
New Jeans", respectively. To promote the collection, Line Friends opened pop-up stores in several countries,[138] including South Korea, Singapore, and the Philippines.[139][140] In January 2024, NewJeans and Nike released a
Nike By You line of customizable NewJeans-themed garments exclusively available at Nike's store on
Orchard Road, Singapore.[141]
Some companies have reported a notable increase in sales after collaborating with NewJeans. In February 2023, LG Electronics stated that all units of the limited edition Gram laptop sold out in six minutes.[142] After partnering with the group in 2022, Musinsa reported in March 2023 that sales in the women's fashion category doubled compared to the previous year.[143] In February 2024, Lotte stated that sales of Pepero increased by 17% in countries where NewJeans's promotional campaign was implemented.[144]
Philanthropy
In December 2022, it was announced that NewJeans and ADOR would annually donate part of the profits from the group's album sales to The Snail of Love charity to fund
cochlear implant surgery and
speech therapy treatment for the
hearing-impaired.[145] The following year, ADOR and NewJeans joined the Snail of Love's Soul Leader club, having donated a total of over ₩99 million.[146] In February 2023, NewJeans and ADOR donated ₩200 million to the
World Food Programme to help victims of the
earthquake that struck Turkey and Syria that month.[147]
NewJeans has become "one of the most recognized and most influential groups in pop", according to Billboard.[71]The Times of India referred to NewJeans as a global
pop icon, remarking that "they have secured a spot in the heart of pop enthusiasts around the world and became the epitome of modern pop excellence".[148]Time named them one of the
Next Generation Leaders, adding that they have "already reached global milestones even faster than its more senior counterparts in the industry".[149] Music critic Jung Min-jae told
NBC News that "NewJeans is everything contemporary K-pop was not, arriving fresh-faced in a seemingly unchanging industry".[150] Writing for The Korea Times, music critic Kim Do-heon attributed NewJeans's success in part to their "carefree, laid-back, and natural" sound,[151] while Tamar Herman wrote in Vogue that their music "immediately changed up the face of South Korea's pop idol scene".[87] Critics noted NewJeans's influence on junior K-pop boy groups like
Riize and
TWS, who adopted a similar concept and "easy listening" sound.[152][153]Business Insider opined "NewJeans has become a force and musical paradigm shifter both within the Korean and global pop landscapes."[154] NewJeans has been featured in numerous power rankings, including Forbes'sKorea Power Celebrity 40 and
30 Under 30 – Asia (Entertainment & Sports).[155][156]
NewJeans quickly established themselves in the fashion industry thanks to their girl-next-door image and international appeal,[105][157] becoming "an overnight fashion favorite" according to The Business of Fashion.[105] Designers
Yoon Ahn and Bach Mai have named NewJeans among the influences for their collections.[158][159] NewJeans has been recognized for their influence and contribution to the fashion industry; they received the Korea Fashion Industry Association President's Commendation at the 2023 Korea Fashion Awards and were listed as one of the 500 most influential people in the industry by The Business of Fashion in 2023.[160][161]
^Big Hit Entertainment rebranded as Hybe Corporation in March 2021.
^However, "Bubble Gum" was featured in an advertisement for
Kao's hair care product Essential Premium and used as the theme song of the Japanese
morning showMezamashi 8 [
ja] starting from April,[80][81] while "Right Now" will be featured in advertisements in South Korea and Japan starting from May.
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지금 가장 잘나가는 K-헤어 메이크업 아티스트 5인 [The 5 Most Popular K-Hair Makeup Artists Right Now]. Allure Korea (in Korean).
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뉴진스 컴백 스타일 A To Z [NewJeans Comeback Style A To Z]. W (in Korean).
Archived from the original on October 2, 2023. Retrieved January 6, 2022.
^
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광고계가 사랑한 뉴진스, 진정한 '메가 블루칩' [★Focus] [New Jeans loved by the advertising world, a true 'mega blue chip' [★Focus]]. Star News (in Korean).
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뉴진스, 아이웨어 브랜드 모델로 발탁…"독보적 인기" [New Jeans, selected as an eyewear brand model... "Unrivaled Popularity"]. Newsis (in Korean).
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Naver.
^Yoon, Hyun-seong (November 8, 2023).
아이폰=뉴진스?…이번엔 '에이닷 통화녹음' 광고 [iPhone = New Jeans?... This time, an advertisement for ‘A. Call Recording’]. Newsis (in Korean).
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^
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핑크퐁·아기상어, 대세 걸그룹 뉴진스(NewJeans)와 역대급 콜라보레이션 예고 [Pinkfong and Baby Shark announce unprecedented collaboration with trending girl group NewJeans]. Sports Seoul (in Korean).
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Naver.
^Ryu, Nan-young (February 15, 2024).
롯데웰푸드, 무설탕 디저트 '제로' 모델에 뉴진스 발탁 [Lotte Well Foods selected New Jeans as a sugar-free dessert 'Zero' model]. Newsis (in Korean).
Archived from the original on February 16, 2024. Retrieved February 16, 2024 – via
Naver.
^NewJeansがEssentialの広告モデル就任、各メンバーの朝を描いたCM放送 [NewJeans assumes the role of advertising model of Essential, a commercial broadcast depicting the morning of each member]. Natalie (in Japanese). April 7, 2024.
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[더 한장] 인천공항에 뉴진스가 뜨면 생기는 일 [[One more] What happens when New Jeans appears at Incheon Airport]. The Chosun Ilbo (in Korean).
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LG전자 "LG그램 스타일 뉴진스 한정판 6분 만에 완판" [LG Electronics “LG Gram Style New Genes limited edition sold out in 6 minutes”]. Yonhap News Agency (in Korean).
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無아인 가고 有진스..'무신사' 흑기사 된 뉴진스[★FOCUS] [Go to nothing and have Jeans... New Jeans who became the black knight of 'Musinsa'[ FOCUS]]. Star News (in Korean).
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Naver.
^Shin, Shin-mi (February 25, 2024).
'글로벌 팬심' 공략…K-팝스타와 손잡는 식음료업계 [Targeting 'Global Fan Sim'... Food and beverage industry working with K-pop stars].
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^Lee, Jeong-beom (December 29, 2022).
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Naver.
^Lee, Jae-hoon (December 22, 2023).
어도어·뉴진스, 올해도 청각장애인 후원금 전달…"소리 선물 의미" [ADOR and NewJeans deliver donations to the hearing impaired again this year...“Sound gift meaning”]. Newsis (in Korean).
Archived from the original on January 6, 2024. Retrieved December 30, 2023.
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청량, 또 청량…뉴진스가 바꾼 '청량' 판도, 男 아이돌도 줄줄이 합류 [TEN스타필드] [Cheongyang, also Cheongnyang... The 'cheongyang' game changed by New Jeans, male idols also joined one after another [Ten Starfield]]. Ten Asia (in Korean).
Archived from the original on January 28, 2024. Retrieved January 28, 2024.
^Seo, Sung-min (February 28, 2024).
요즘 K팝 화두는 ‘친밀감’…‘이지 리스닝’과 ‘오디션’ 전략 뜬다 [The hot topic in K-pop these days is ‘intimacy’… ‘Easy listening’ and ‘audition’ strategies are popular]. The Hankyoreh.
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한국패션산업협회, 2023년 대한민국 패션대상 개최 [Korea Fashion Industry Association holds the 2023 Korea Fashion Awards]. Apparel News (in Korean).
Archived from the original on January 6, 2024. Retrieved January 6, 2023.
^Lee, Jae-hoon (October 7, 2023).
방탄소년단·뉴진스, '글로벌 패션계 이끄는 500人'…英 'BoF 500' [BTS and New Jeans, '500 people leading the global fashion world'… UK 'BoF 500']. Newsis (in Korean).
Archived from the original on October 9, 2023. Retrieved October 8, 2023 – via
Naver.
^Lee, Seung-gil (September 16, 2022).
"SBS, 뉴진스 첫 리얼리티 편성했다...'뉴진스 코드' 10월 방송 [공식]" [SBS, New Jeans' first reality show... 'New Jeans Code' broadcast in October [Official]] (in Korean). My Daily.
Archived from the original on September 20, 2022. Retrieved September 17, 2022 – via Naver.