Mashene Music, Las Vegas Update: May 18, 2023
In a world filled with Y2K nostalgia and celestial harmonies, one rookie girl group has emerged as a shining star among South Korea’s cultural exports. As BTS takes a hiatus for military service and Blackpink’s Jisoo launches a solo career reminiscent of Destiny’s Child, NewJeans, the sensational rookie girl group, finds itself on the precipice of claiming the K-pop throne.
It’s truly remarkable that they are mentioned in the same breath as the biggest K-pop acts on the planet, especially considering that NewJeans debuted just last summer with their first single, “Attention.” However, over the past year, this group of talented teenagers—Minji, 19; Hanni and Danielle, 18; Haerin, 17; and Hyein, 15—has swiftly become one of South Korea’s most promising cultural exports. Their hits, such as “OMG,” “Ditto,” and “Cookie,” fuse the nostalgic R&B vibes of the Total Request Live era, the electrifying beats of old-school Baltimore club music, and ethereal harmonies.
The group has garnered hundreds of millions of streams on Spotify and set remarkable first-week records on the Billboard charts. NewJeans has been hailed as “the group of the moment” by Rolling Stone. And in August, they will make their highly-anticipated debut at Lollapalooza in Chicago, captivating Stateside audiences.
“I’m still astounded by the number of people who listen to our music,” exclaimed Minji, one of the group’s eldest members. Their effortlessly stylish wardrobe, often adorned with loose pigtails and cutting-edge underground Korean labels like Kanghyuk and Kusikohc, has also turned NewJeans into fashion icons. Each member has secured ambassadorial deals with prestigious brands like Gucci, Louis Vuitton, Burberry, and Chanel, solidifying their status as darlings of the fashion world. “A year ago, we could never have imagined receiving this much love,” confessed Danielle.
The group’s name carries a dual significance, symbolizing both the timeless allure of a well-fitted pair of jeans (they have already partnered with Levi’s) and the establishment of “new genes” within K-culture. Instead of glossy photo shoots, their album covers often feature Pop art aesthetics, including variations of a cartoon rabbit—a nod to their devoted fan base known as the “Bunnies” and an homage to the subversive iconography of X-Girl, the influential ’90s streetwear line founded by Kim Gordon of Sonic Youth.
While credit partly goes to the group’s president, Min Hee Jin, a celebrated Svengali of K-pop,
NewJeans’ sophisticated sensibility resonates more with teenage auteurs like Aaliyah and Billie Eilish than being mere puppets on strings. “We don’t confine ourselves to specific roles,” declared Hanni. “We’re in this together.” Hyein, the youngest member, echoed the sentiment, stating, “Each of us has a different personality, which means our individual approaches may vary. The person leading changes depending on the situation.”
In April, after being announced as the face of Coca-Cola, NewJeans released “Zero,” a mesmerizing blend of drum and bass, Korean nursery rhyme samples, and playful references to sugar-free soda: “See you looking, catch it, here’s your Cola.” This song stands as one of the most inspired and unconventional corporate collaborations in recent memory—it’s as if Grimes produced a Britney Spears hit for a Super Bowl jingle.
And perhaps that’s precisely the point. “When people ask about NewJeans’ identity, I hope the answer is not a narrow and limited description,” expressed Haerin. “Our greatest strength lies in our freedom and naturalness. I hope NewJeans becomes a group known for its unpredictability and boundless creativity.”
NewJeans has catapulted to stardom with unprecedented speed, captivating the hearts of music lovers worldwide. As they continue to redefine the boundaries of K-pop, this remarkable girl group stands on the brink of K-pop royalty, ready to conquer the world with their unmatched talent, style, and limitless imagination. Brace yourselves for the extraordinary journey that NewJeans has just begun!
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