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The Evolution, Achievements, and Challenges of K-Pop Group NewJeans

GOOVER DAILY REPORT August 17, 2024
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TABLE OF CONTENTS

  1. Summary
  2. Introduction to NewJeans
  3. Rise to Fame
  4. Achievements and Accolades
  5. Controversies and Challenges
  6. Current Status and Impact
  7. Publicity and Media Coverage
  8. Conclusion

1. Summary

  • The report, titled 'The Evolution, Achievements, and Challenges of K-Pop Group NewJeans,' provides a comprehensive examination of the K-pop girl group NewJeans since their debut in 2022. Formed by ADOR under HYBE Corporation, the group comprises five members: Hanni, Hyein, Danielle, Minji, and Haerin. The analysis details their rapid ascent to fame, significant chart success, influential performances, and notable brand collaborations. It also covers the controversies and internal conflicts involving ADOR's CEO, Min Hee Jin, which have impacted the group's stability. Key findings include their number-one hits, prominent media features, and their influential role as cultural ambassadors in promoting South Korean culture globally.

2. Introduction to NewJeans

  • 2-1. Formation and Debut

  • NewJeans, a popular South Korean K-pop girl group, was created by ADOR and produced by South Korean music producer Min Hee-jin. The group made its official debut on July 22, 2022, with the song 'Attention,' which became their first number-one song on South Korea’s Circle Digital Chart. The debut was a surprise release with no prior promotion or information on the lineup of the group.

  • 2-2. Group Members and Roles

  • NewJeans is composed of five talented members: Hanni, Hyein, Danielle, Minji, and Haerin. Each member has distinct roles and talents. Minji, who was born on May 7, 2004, in Chuncheon, Gangwon Province, South Korea, is known for her involvement in the group and her solo performances. She has appeared in BTS's music video 'Permission to Dance' and has been named a brand ambassador for Chanel Korea. Minji has also topped South Korea’s brand reputation rankings for K-pop artists numerous times. The group is known for their girl-next-door image and musical stylings reminiscent of the 1990s and 2000s.

3. Rise to Fame

  • 3-1. Initial Success and Chart Performance

  • NewJeans debuted on July 22, 2022, with their song 'Attention,' which became their first number-one song on South Korea’s Circle Digital Chart. By 2023, they were recognized globally, with IFPI naming them the eighth best-selling artist worldwide. Their songs have consistently performed well on major music charts. For instance, in 2024, their Japanese debut single ‘Supernatural’ reached 32nd place in 'Global (except the U.S.)' and 62nd position in 'Global 200' for five successive weeks. The double single ‘How Sweet’ also had notable rankings, with the title song reaching 50th and 88th in Global and Global 200, respectively. Furthermore, 'Bubble Gum' from the same single ranked 148th in Global (excluding the United States).

  • 3-2. Notable Performances and Fan Engagement

  • NewJeans is known for their engaging performances and strong connection with fans. One of the most memorable moments for the group was their fan meeting at Tokyo Dome in Japan, held on June 26 and 27, 2024, where they performed in front of 91,000 fans. The event, titled 'Bunnies Camp 2024 Tokyo Dome,' left a lasting impression on both the members and their fans. Additionally, the group performed at the halftime show of the 2024 Coupang Play Series 'Munich vs Tottenham' match at Seoul World Cup Stadium, further showcasing their popularity. Their ability to perform well and maintain a strong relationship with their fans has been a significant factor in their rise to fame.

4. Achievements and Accolades

  • 4-1. Award Recognitions

  • NewJeans has garnered numerous accolades since their debut. They received rookie awards and were featured in notable listicles such as Time's 'Next Generation Leaders' and Forbes Korea's 'Power Celebrity 40'. Additionally, the International Federation of the Phonographic Industry (IFPI) named NewJeans the eighth best-selling artist worldwide in 2023.

  • 4-2. Chart Success

  • The group's success on music charts is equally impressive. Their Japanese debut single 'Supernatural' debuted at 32nd place in the 'Global (except the U.S.)' chart and 62nd in the 'Global 200', maintaining its position for five consecutive weeks. Another single, 'How Sweet', ranked 50th in the Global and 88th in the Global 200 for nine consecutive weeks. On domestic charts, 'Supernatural' stayed No. 1 on Bugs' weekly chart for six weeks and 'How Sweet' secured the 2nd spot on Melon's weekly chart.

  • 4-3. Brand Collaborations and Endorsements

  • NewJeans has also established strong brand collaborations and endorsements. They have worked with notable brands such as Levi's, Coca-Cola, LG Electronics, McDonald’s, Lotte Wellfood, and Kao. Furthering their reach, group member Hanni was featured in UGG's global campaign for their fall-winter collection in 2024. This campaign celebrated diversity and self-expression, showcasing the members’ influence in fashion and lifestyle.

5. Controversies and Challenges

  • 5-1. Internal Conflicts within HYBE

  • NewJeans has been caught in the midst of internal conflicts within HYBE Corporation, particularly involving their management under Ador, a subsidiary under HYBE. Reports detail allegations and disagreements between the two entities, with Ador's CEO, Min Hee Jin, being at the center of several disputes with HYBE. One prominent issue was the accusation by Dispatch that Min Hee Jin was involved in recruiting personnel from Source Music, which is another company acquired by HYBE in 2019. These allegations highlighted significant tensions, potentially impacting NewJeans' activities and the overall stability within HYBE.

  • 5-2. Management and Creative Direction Issues

  • Management and creative direction issues have also surfaced, creating complications for NewJeans. Disagreements between Ador and HYBE over the group's artistic direction have been noted. For instance, Min Hee Jin, who was previously with SM Entertainment, decided to manage NewJeans independently after forming Ador, despite initial plans to handle them through Source Music. This schism has led to uncertainties and disputes regarding the control over NewJeans’ creative outputs and management practices.

  • 5-3. Public and Fan Reactions

  • Public and fan reactions to these conflicts have been intense. Fans of NewJeans have expressed their displeasure with the internal strife affecting the group. Notably, plans have emerged from NewJeans' fans to send condolence wreaths to HYBE in protest, coinciding with the birthday of LE SSERAFIM's Chaewon, another group under the same label. This protest highlights the dissatisfaction among fans regarding the treatment of NewJeans amidst ongoing conflicts. Additionally, there have been reactions to accusations involving Min Hee Jin, with some fans alleging her involvement in unrelated controversies, such as the incident involving BTS' Suga, although these claims have been met with skepticism and disbelief by the broader public.

6. Current Status and Impact

  • 6-1. Current Popularity and Market Position

  • As of the latest data, NewJeans has firmly established their position at the top of the K-Brand Index, surpassing prominent groups such as BTS and SEVENTEEN. The K-Brand Index, curated by the Asia Brand Research Institute, noted NewJeans' ascension from the fifth spot in June to the number one position by August 2024. This rise underscores their growing popularity and significant market presence. Furthermore, NewJeans has achieved recognition on a global scale, being named the eighth best-selling artist worldwide in 2023 by the IFPI. Their successful releases, including the singles ‘Supernatural’ and ‘How Sweet,’ have cemented their stronghold on the Billboard Global Charts, thus marking their continued global success.

  • 6-2. Cultural and Industry Influence

  • NewJeans has exerted substantial influence on both South Korean culture and the broader K-pop industry. In 2024, they were named honorary ambassadors for Korean tourism by the South Korean Ministry of Culture, Sports and Tourism, and the Korea Tourism Organisation, leveraging their influence to promote Korean culture and cuisine globally. Their significant impact extends to fashion and pop culture, as evidenced by partnerships with major brands such as Levi's, Coca-Cola, LG Electronics, McDonald's, Lotte Wellfood, and Kao. Their group name, a play on 'new genes,' signifies their role in ushering a new era of pop music. Furthermore, NewJeans has achieved considerable success in promoting Korean culture through music by maintaining high positions on domestic and international music charts, such as the Circle Digital Chart and Oricon Daily Single Ranking.

  • 6-3. Impacts of Recent Controversies

  • Despite their success, NewJeans has faced several challenges, particularly internal conflicts and controversies within their managing company, HYBE. Disputes between ADOR CEO Min Hee Jin and HYBE executives have surfaced, including allegations of plagiarism with their song 'Bubble Gum' being compared to Shakatak's 'Easier Said Than Done.' These disputes not only strained relationships within the company but also affected public and media perceptions. Fans of NewJeans, known as ‘Bunnies,’ have shown support for Min Hee Jin, indicating a divided stance among the fanbase regarding internal management issues. Despite these challenges, the group's ability to maintain a significant presence in the industry highlights their resilience and ongoing influence.

7. Publicity and Media Coverage

  • 7-1. Prominent Media Features

  • NewJeans has been prominently featured in several influential media outlets. Among these, their inclusion in Variety’s '2024 Young Hollywood Impact Report' on August 7 stands out as a significant recognition. This report highlights the most influential young artists in the global entertainment industry, further establishing NewJeans' impact on the international stage.

  • 7-2. Public Engagements and Appearances

  • The group has also actively engaged with audiences through various public appearances. On August 8, NewJeans performed in the globally regarded TBS’s 'CDTV Live! Live!' show in Japan, connecting with their local fans. Furthermore, in May, the group saw a notable presence on U.S. Billboard charts with their singles 'How Sweet' and 'Supernatural' maintaining strong positions across multiple weeks. They appeared on Japan's Nihon TV show 'with MUSIC' on August 17 and continued to secure spots in major music charts such as Bugs, Melon, Spotify Japan, and Apple Music Japan during their promotional periods.

8. Conclusion

  • The journey of NewJeans underscores both the promise and pitfalls intrinsic to the fast-paced K-pop industry. Their swift rise to global recognition, backed by standout performances and lucrative brand partnerships, has established them as a potent force in contemporary music. However, persistent internal issues within HYBE Corporation, particularly those involving CEO Min Hee Jin, have presented significant roadblocks—affecting both creative output and operational coherence. Recognizing these conflicts, fans have voiced their concerns, emphasizing the need for transparent and strategic management practices. Despite these challenges, NewJeans remains influential in music and fashion, promising further industry evolution if managed sustainably. Future prospects depend on resolving internal conflicts and leveraging their cultural impact for enduring success.

9. Glossary

  • 9-1. NewJeans [K-pop Group]

  • NewJeans, a South Korean girl group formed by ADOR under HYBE Corporation, debuted in 2022. Comprising members Hanni, Hyein, Danielle, Minji, and Haerin, the group quickly rose to prominence with hit singles and influential brand collaborations.

  • 9-2. Min Hee Jin [Person]

  • CEO of ADOR and a key figure behind the creation of NewJeans. Min Hee Jin has been involved in various controversies regarding her management style and recruitment practices, impacting the group’s public perception and internal dynamics.

  • 9-3. HYBE Corporation [Company]

  • A South Korean multinational entertainment company managing several top K-pop groups including BTS and NewJeans. HYBE owns ADOR, the subsidiary responsible for NewJeans, and has faced internal conflicts involving its management and strategic decisions.

10. Source Documents