The lyrics of NewJeans's Japanese debut single, "Supernatural," are drawing mixed reactions online.
On June 21, NewJeans officially made their Japanese debut with the release of the double single, "Supernatural." Prior to this, they had unveiled the music video for the B-side track, "Right Now." Both songs are tailored for the Japanese market, and following their release, NewJeans is scheduled to host their first fan meeting at Tokyo Dome. The strategic push into Japan by one of K-pop's leading girl groups has sparked considerable anticipation among music enthusiasts.
"Supernatural" showcases a vivid street-style aesthetic that resonates with NewJeans' signature Y2K vibe, showcasing their youthful and dynamic image. Min Hee Jin, the group's CEO, opted for straightforward visual storytelling for the debut, emphasizing the group's vibrant energy.
Musically, the lead single "Supernatural" incorporates New Jack Swing elements, echoing the retro feel that NewJeans is known for. The track starts with a melody reminiscent of "Attention," the song that initially kick-started NewJeans into the spotlight.
It has been two years since NewJeans' official debut, and now they can cross a huge milestone off their list: breaking into the Japanese music scene. "Supernatural" draws inspiration from classic J-pop, a strategic choice for NewJeans as they navigate this new market.
Despite meticulous planning in both music and visual presentation, NewJeans' venture into Japan has not been without controversy. Following the release of "Supernatural", the song's lyrics came under scrutiny. Despite being aimed at the Japanese market, the song unusually blends English, Korean, and Japanese lyrics, with English dominating at 65%, followed by Korean and a minimal portion in Japanese.
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This unusual mix of languages has puzzled fans and critics alike, as K-pop groups typically release fully Japanese tracks when promoting in Japan.
With "Supernatural", however, ADOR seems to be targeting a broader audience by keeping a significant portion of the lyrics in English, presumably to cater to international fans and media. However, this approach risks diluting the focus on the Japanese market and could potentially alienate local listeners.
Additionally, the musical quality of "Supernatural" has been critiqued for lacking innovation and failing to make a strong impression.
Despite these challenges, NewJeans has achieved notable success on streaming platforms. As of the afternoon of June 21, "Supernatural" ranked at number 7 on Line Music, Japan's largest streaming service, and the "Right Now" music video topped Line Music’s trending video charts.
In South Korea, "Supernatural" debuted at number 17 on Genie and number 34 on MelOn, which are impressive positions for a release primarily aimed at the Japanese market. However, compared to their overwhelming success in 2023, the response to NewJeans' latest release shows a noticeable dip in domestic popularity, highlighting the competitive and ever-evolving nature of the K-pop industry.
What do you think of the situation? Tell us in the comments below!
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Written by Alexa Lopez
