Despite Hive-Min Hee-jin Conflict... 'Comeback' NewJeans New Album Jacket Revealed

Double Single 'How Sweet' Pre-Order Starts Today

As the dispute between parent company HYBE and its subsidiary ADOR intensifies, the group NewJeans is making a comeback with a hip and sporty vibe.

Group NewJeans. [Photo by ADOR]

On the 26th, ADOR released jacket photos of NewJeans (Minji, Hanni, Danielle, Haerin, Hyein) for their new double single "How Sweet" on their official SNS. In the photos, NewJeans showcased a natural charm without exaggeration, drawing attention with their unique aura.

ADOR explained, "Each member's transformation is diverse. The five members displayed different styles with various hairstyles such as short hair, bold colors, and strong curls, along with accessories like hats, headbands, and sunglasses." They added, "The originality unique to NewJeans, which cannot be defined by a single standardized concept, shines through in this album as well."

NewJeans' double single "How Sweet" will be released in two versions: a regular edition and a Weverse edition. A pack shot showing the actual physical album has also been revealed, attracting interest.

In particular, the LP-sized regular edition outer box featuring the members' portraits stands out. Previously, NewJeans released albums designed as a round bag for their first EP "New Jeans" and a beach bag for their second EP "Get Up," which received explosive responses. This double single, reminiscent of an LP, is expected to become an item that evokes analog nostalgia. Additionally, various components such as an interview book, photobook, mini poster, sticker pack, photocards, postcards, and bookmarks infused with NewJeans' adorable charm further enhance fans' desire to collect.

The Weverse edition, which features a collaboration once again with the famous American animation "The Powerpuff Girls," is also a hot topic. The combination of NewJeans and "The Powerpuff Girls," first introduced in "Get Up," has already gained great popularity and left a strong impression on Generation Z worldwide. Given that the energetic yet timeless pure charm of "The Powerpuff Girls" matched well with NewJeans' image and received favorable reviews, a response as enthusiastic as the regular edition is expected.

How Sweet Image.
Photo by Adore

"How Sweet" will be released on the 24th of next month. It includes a total of four tracks: the title track "How Sweet," the B-side "Bubble Gum," and instrumental versions of each song. Album pre-orders began today (the 26th) at 11 a.m., and the music video for "Bubble Gum" will be pre-released tomorrow (the 27th).

Following "How Sweet," NewJeans will release a new double single in Japan in June and make their debut at Tokyo Dome. Prior to this, from today until the 19th of next month, they will collaborate with the large shopping mall Shibuya109 in Tokyo. During this period, a pop-up store selling NewJeans official merchandise, which caused a sell-out frenzy, will be open, and a special campaign commemorating the 45th anniversary of Shibuya109's opening will be held. Starting from the 1st of next month, a large photo of NewJeans will be displayed on the exterior wall of the Shibuya109 building.

Since their debut in July 2022, NewJeans has been praised for presenting a new paradigm in K-pop with fresh music and innovative concepts. Every song they released?from their debut tracks "Hype Boy" and "Attention" to "Ditto," "OMG," "Super Shy," and "ETA"?has become a mega hit. Without local activities in the United States, the world's largest pop market, they set the record for the shortest time to reach No. 1 on the Billboard 200 among K-pop artists after debut and placed five songs on the Hot 100 chart.

However, recent tensions arose as HYBE conducted an audit of ADOR's CEO Min Hee-jin, leading to concerns that NewJeans' comeback might be disrupted. HYBE emphasized that the comeback will proceed without any issues. At a press conference the day before, CEO Min Hee-jin stated, "We will see how HYBE handles PR for NewJeans."

Meanwhile, HYBE is currently demanding Min's resignation. The ADOR board has been notified to hold a meeting by the 30th to discuss the dismissal of CEO Min. Since the ADOR board consists of Min and her close associates, it is unlikely that the meeting will take place. At yesterday's press conference, Min denied all allegations related to the takeover of management rights and emphasized, "I do not want to work with HYBE, but I want to work with NewJeans. (If Chairman Bang Si-hyuk proposes a dialogue,) I can do it for NewJeans."