'Comeback' New Jeans promotes as scheduled despite dispute between Hive and Min Hee-jin
Despite the dispute between HYBE and Adore CEO Min Hee-jin, Adore's
group 'NewJeans' will proceed with its comeback promotion as
scheduled.
New Jeans released a jacket photo of their new double single 'How
Sweet' on their official social media on the 26th.
Adore said, "Each member's transformation is diverse. The five
members showed off different styling with various hairstyles such as
short hair, strong colors, and perms with strong curls, and
accessories such as hats, hair bands, and sunglasses. It is defined as
one standardized concept. “New Genes’ unique originality shines in
this album as well,” he said.
‘How Suite’ is released in two versions: regular version and Weverse
version. The general class is an LP-sized outbox containing the
members' portraits. New Jeans previously received positive responses
by releasing albums designed in the shape of circular bags for their
first EP 'New Jeans' and beach bags for their second EP 'Get Up'. This
double single, reminiscent of an LP, is expected to be an item that
evokes analog nostalgia following the Y2K sensibility that New Jeans
brought back to the K-pop scene.
In addition, New Jeans collaborated once again with the famous American animation ‘The Powerpuff Girls’ in this Weverse class. The combination of New Jeans and 'Powerpuff Girls', which was first introduced in 'Get Up', has already gained great popularity and has been imprinted on Generation Z around the world. It was evaluated that the dynamic and pure charm of ‘The Powerpuff Girls’ matched the image of New Jeans.
‘How Sweet’ will be released on the 24th of next month. A total of four
songs are included, including the title song of the same name, 'How Sweet',
the b-side song 'Bubble Gum', and each song's instrumental. Pre-orders for
the album began at 11 am on this day. The music video for ‘Bubble Gum’ will
be released in advance at midnight on the 27th.
In addition, New Jeans will begin its expansion into Japan in
June. On the 21st of the same month, they will release a double
single in Japan and make their official debut. It consists of a
total of four tracks, including the title song 'Supernatural', the
coupling song 'Right Now', and instrumental songs for each song.
In particular, 'Right Now' will be released first as an
advertising CM song in Korea and Japan in May. Although it is a
Japanese single, accessibility was increased through simultaneous
Korean and global distribution. New Jeans will perform 24 songs,
including 4 new songs, at the second fan meeting, Bunnies Camp
2024 Tokyo Dome, held at Tokyo Dome on the 26th and 27th of the
same month.
Ahead of activities in Japan, local promotions will also be strengthened. From today until the 19th of next month, a collaboration will be held with Shibuya 109, a large shopping mall in Tokyo, Japan. During this period, a pop-up store selling official New Jeans products will be opened, and a special campaign will be held to commemorate the 45th anniversary of Shibuya 109. Starting from the 1st of next month, a large photo of New Jeans will be hung on the exterior wall of the Shibuya 109 building.
As soon as New Jeans debuted in July 2022, it was evaluated that it
presented a new paradigm for K-pop. Most of the songs they released,
including their debut songs 'Hype Boy' and 'Attention', as well as 'Ditto',
'OMG', 'Super Shy', and 'ETA', became hits. In the United States, the
world's largest pop market, without much local activity, the group topped
Billboard's main album chart 'Billboard 200' in the shortest period of time
since debut among K-pop artists, and entered 5 songs into the main single
chart 'Hot 100'.
However, there were predictions that CEO Min and Hive, who
have produced New Genes, may be experiencing difficulties in
their activities as they show signs of relocation. However,
Hive emphasized that they will make sure there are no setbacks
in their comeback. This single was also produced by CEO Min,
but it appears to be excluded from the promotion process. This
is because Hive, which owns an 80% stake in Adore, has no
choice but to make management decisions. At a press conference
the day before, CEO Min said, “We will wait and see how Hive
will proceed with the PR for New Genes.”
Hive demanded that Representative Min resign. To discuss the dismissal of CEO Min, Adore's board of directors was told to hold a board meeting on the 30th. Since the board of directors consists of CEO Min and his close associates, it is highly likely that the board meeting will not be held. Hive plans to ask the court to hold an extraordinary general meeting of shareholders and pass a dismissal plan, but it takes two months for the general meeting to be held. CEO Min, who denied all allegations against him regarding management rights, said, "I don't want to be with Hive, but I want to be with New Genes. (If Chairman Bang Si-hyuk suggests dialogue), I can do it for New Genes."
Hive demanded that Representative Min resign. To discuss the dismissal of CEO Min, Adore's board of directors was told to hold a board meeting on the 30th. Since the board of directors consists of CEO Min and his close associates, it is highly likely that the board meeting will not be held. Hive plans to ask the court to hold an extraordinary general meeting of shareholders and pass a dismissal plan, but it takes two months for the general meeting to be held. CEO Min, who denied all allegations against him regarding management rights, said, "I don't want to be with Hive, but I want to be with New Genes. (If Chairman Bang Si-hyuk suggests dialogue), I can do it for New Genes."