NewJeans are gearing up for the release of their next album How Sweet, and their latest single lives up to its name. The K-pop girl group dropped a music video for “Bubble Gum”, which sees them fully embracing the Y2K nostalgia.
Minji, Hanni, Danielle, Haerin, and Hyein are having the time of their lives in the “Bubble Gum” music video, which is giving us some major 2000s vibes. They’re riding bikes, playing with marbles, blowing bubble gum, having a fun day at the beach, and recording their adventures on a vintage camcorder.
According to the girl group’s label Ador, “From its beginning to end, the clip captures the natural sides of the members, who blow bubble gum and play pranks on each other.”
“Bubble Gum” was released amid NewJeans’ ongoing drama with Hybe Corporation, the parent company of their label Ador. Ador CEO, Min Hee-jin, accused Hybe of mistreating NewJeans’ members and copying their formula to produce another girl group.
Despite the dispute between the two labels, NewJeans are gearing up for the release of their new album How Sweet, set to be released on May 24. They’re also planning to drop the double single “Supernatural” and “Right Now” in June, which will mark their first releases entirely in Japanese.
