NewJeans 'Bubble Gum' Comeback Defies Expectations Despite Industry Chaos

The last couple of days have been both a whirlwind in regard to the feud between HYBE Labels and ADOR CEO Min Hee Jin, as well as the days leading up to highly anticipated new music from NewJeans.

There was worry and suspicion that the turmoil at HYBE might cause a delay in the girl group's musical comeback, but so far, at least, that doesn't seem to be the case.

Overview of Recent Events

The girls were planning to release a music video for the promotional, pre-release song "Bubble Gum" on April 27, as a commercial song for the Japanese shampoo brand Kao.

It's part of two double singles planned to drop in the next couple of months, with "How Sweet" set to come out in May and both "Supernatural" and "Right Now" prepared for a June release.

NewJeans' Musical Comeback Plans

And just as planned, the music video for "Bubble Gum" came out today. The song and video have a similar nostalgic, Y2K aesthetic and sound that NewJeans has become so well-known for, with the theme of bubbles and bubble gum very strong in the concept.

The Release of "Bubble Gum"

As of now, about 8 hours after the song was released, the music video is trending at #15 on YouTube's music category, and already has 3.57 million views.

They'll likely continue to trend even higher and see their view count increase quickly in the next several hours.

Initial Response and Trending Status

A Reddit post specifically discussing the "Bubble Gum" song and music video is bringing in impressive numbers as well, with over 1.5k upvotes and nearly 350 comments at this time.

Some fans left comments such as:

• "I didn't know they were releasing a MV today to be honest so this was a welcome surprise to see when my weverse notification popped up. I really like the song"
• "Bro they are so good"
• "Been in kpop long enough that I shouldn't have been surprised that drama goes hand in hand with a comeback, but here we are. She goes up there with Ditto "
• "Im super confused is this suppose to be a japaneses realsease or what"
• "Bubble gum will be released on stream platforms on may 24 along with how sweet!!"
• "Really digging the city pop influence. Man, I do hope HYBE and Ador get their issues fixed. This group is a gem when it comes to creativity and having a strong brand identity."
• "I just want to get all of them into a room and have them hug it out. Its an extremely frustrating situation..."
• "also hyein at the start of the vid omg she's so cute "

The comments section is full of praise for the girls, while also discussing the ongoing HYBE vs. MHJ feud that can't be ignored.

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Written by Cassidy Jones.