NewJeans "Bubble Gum" Comeback Gets Major Hype Despite HYBE Vs. Min Hee Jin Fallout

This article is part of our coverage of HYBE vs. ADOR CEO Min Hee Jin. You can read more and view the entire timeline here.

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.

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.

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.

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.

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