31 August 2023
Sugar, Spice and Everything NewJeans
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AI
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4 min read
Decked in nostalgic Y2K fashion and youthful vibrancy, NewJeans has quickly become the fresh-faced KPOP group to take over the world by storm.
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Decked in nostalgic Y2K fashion and youthful vibrancy, NewJeans has quickly become the fresh-faced KPOP group to take over the world by storm.
Since debuting in July 2022, this new KPOP act has bagged multiple awards and accolades, including the Daesang 2022 Award, New Artist of the Year (Digital) 2023 Award and the K-Billboard’s Hot Rookie 2022 Award.
Since debuting in July 2022, this new KPOP act has bagged multiple awards and accolades, including the Daesang 2022 Award, New Artist of the Year (Digital) 2023 Award and the K-Billboard’s Hot Rookie 2022 Award.
Beyond the group’s undeniable talent, there are a few other reasons why NewJeans has successfully secured their title as KPOP’s newest darling.
NewJeans’ instant success can be largely attributed to one thing: nostalgia marketing—and this goes beyond just their fashion and merchandising.
NewJeans’ instant success can be largely attributed to one thing: nostalgia marketing—and this goes beyond just their fashion and merchandising.
Emotions Detected in Images
Their discography utilizes a sound heavily inspired by UK Garage, Baltimore Club, Jersey Club and K-Electropop. The upbeat music, paired with dynamic dance choreography and bell-like vocals, proved to be the perfect combination for virality. This makes it easy for them to promote across borders, effectively propelling them to international stardom.
Facets of Positive Emotion
But of course, their branding strategy also deserves a shoutout.
In an industry where maximalism is pervasive, NewJeans’ approach to be ‘ laid-back and natural’ ironically made them stand out. Compared to other KPOP acts that have built their branding around complex concepts (think universes, superpowers and curated alter egos), NewJeans’ focus on music and the charms of its members mirrors the 90s KPOP groups. To seasoned KPOP fans, NewJeans is a breath of fresh air.
In an industry where maximalism is pervasive, NewJeans’ approach to be ‘ laid-back and natural’ ironically made them stand out. Compared to other KPOP acts that have built their branding around complex concepts (think universes, superpowers and curated alter egos), NewJeans’ focus on music and the charms of its members mirrors the 90s KPOP groups. To seasoned KPOP fans, NewJeans is a breath of fresh air.
Their strategy involves building NewJeans according to two archetypes: The Innocent and the Jester.
The Innocent’s pursuit of happiness alongside The Jester’s desire to bring joy and laughter to the world is evident in their brand, from their music to their members—and their fans sure can vouch for this!
Brand Values Signaled in Each Music Video
As per their archetypes, NewJeans possesses these brand values as their top 5, of which are pervasive in every aspect of their branding, from their music down to their casual TikTok videos.
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