NewJeans, an upcoming girl group heralding their debut under HYBE/ADOR, continuously attracts attention not only for their visuals and skills but also for their concept. As more K-pop fans continued to show interest, some compared them to f(x), a senior group by SM Entertainment. Keep on reading for all the details.

Is NewJeans the 'Second f(x)'? Min Hee Jin's Concepts Draw Attention

On July 22, the HYBE Labels YouTube channel released the music video for "Attention," one of the title tracks for NewJeans' self-titled debut EP.

In particular, the four-minute MV unveiled a fresh visual of the five members amid the video's dreamy atmosphere.

According to News1, the "Attention" music video was filmed in Spain, depicting the narrative of "Us" told by teenage girls who shine brighter when they are together.

The five members freely walked the streets and danced on the green grass, giving off their unique pure, and natural charm.

ALSO READ: NewJeans K-pop Profile: What We Know About HYBE x Min Hee Jin's Girl Group

The members caught the attention of K-pop fans with their natural styling and sophisticated visuals, raising expectations for all content, such as music and performance, to be released in the future.

As soon as the quintet's first content was dropped, many netizens showed explosive responses. Aside from praising their stunning appearance and team potential, the group's concept also drew huge interest.

Most internet users expressed that "Min Hee Jin's Girl Group" reminded them of f(x), a 13-year group under SM Entertainment.

Fans compared that their experimental yet trendy high-teen vibes, appearance and concept are reminiscent of f(x) and Krystal, said to be Min Hee Jin's "Girl Group Muse."

• "It's like f(x)."
• "Wow, they remind me of f(x)."
• "Are we going to see a second f(x)?"

Their visuals and addictive sound and dreamy atmosphere also brought back f(x) memories, according to fans. The fact that they were also a five-member group also added to the highlighted points of fans.

What do you think?

Min Hee Jin Praised for NewJeans' MV, Profile Photos, Concept

Aside from the netizens' reaction to the girl group, K-pop fans also praised Min Hee Jin for the concept of NewJeans.

If you are unfamiliar with Min Hee Jin, she is the leading ADOR, an independent company under HYBE. Before this, she was known as a creative director of various idol groups such as Girls' Generation, SHINee, f(x), EXO, and Red Velvet for 20 years at SM Entertainment. In fact, she's also behind f(x)'s "Pink Tape" and "4 Walls."

After leaving SM Entertainment in 2018, she joined Big Hit Entertainment (hereinafter HYBE) and participated in the design as the company's brand design general manager (now CBO). Later on, she was appointed to lead ADOR.

NewJeans is the first girl group to be launched under the label, and Min Hee Jin led the entire process from selecting members to planning, music, production, and choreography.

Following the introduction of the girl group, internet users couldn't help but admire Min Hee Jin and responded:

• "The song is so good."
• "I think they'll succeed after BTS," "
• "I'll go buy HYBE stocks,"
• "Please release the music video right away."
• "The music video is a work."

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Written by Eunice Dawson