NewJeans Hit the Beach, Blow Bubbles and Live Their Best Pop Live in Effervescent ‘Bubble Gum’ Video

Gil Kaufman
·2 min read

NewJeans get down to some classic pop group hijinks in the new video for their effervescent single “Bubble Gum.” The K-pop girl group comprised of members MINJI, HANNI, DANIELLE, HAERIN and HYEIN put together a perfectly manicured fun weekend hang in the clip directed by Youngeum Lee that dropped on Friday (April 26).

In the latest preview from the quintet’s upcoming double single album How Sweet — a two-track offering due out on May 24 featuring “Bubble Gum” and the title song — fans get to see the women relaxing for the camera while engaging in the time-honored tradition of making a band seem more like a high school clique of besties than a K-pop juggernaut.

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The action begins in a van, naturally, where the women blow bubble gum bubbles and weave friendship bracelets as the summery, hang-loose track builds. The rest is a montage of the five playing marbles in their apartment, where they make balloon animals and play with soap bubbles, eventually making their way to the beach for some more bubble blowing, wave frolicking and, yes, even more bubble action via bubble guns.

It’s a lot of bubbles, to be honest.

The trip ends with them packing back into the van, grooving along to the song’s laid-back beat and then running through the night with flashlights while, of course, blowing bubbles.

The two-song follow-up to NewJeans’ Jan. 2023 single album, OMG, will be followed by another single album on June 21, Supernatural, which will mark the band’s official debut in Japan; that one will feature the title track along with “Right Now” and two instrumental tracks.

To celebrate their Japanese debut, the group will host a two-day fanmeet concert, <Bunnies Camp 2024 Tokyo Dome> on June 26-27.

Watch the “Bubble Gum” video below.

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