Why NewJeans' Cookie Became The Most Talked About K-pop Song of 2022

"Cookie NewJeans" peaked at number 9 on the Circle Digital Chart in South Korea and earned a spot on The New York Times' list of the 22 best songs of 2022. Despite this critical acclaim, the third single from NewJeans' debut EP sparked significant controversy when it was released on August 1, 2022. The club-oriented R&B track with its Jersey club bridge quickly became one of the most discussed K-pop songs of the year for reasons beyond its musical composition.

The cookie newjeans lyrics became the center of intense debate when listeners pointed out potential sexual innuendos, which many considered inappropriate given that all group members were minors at the time. This cookie new jeans controversy overshadowed what Pitchfork had described as the "most interesting selection" from their debut EP. Consequently, discussions about the cookie newjeans meaning divided fans and critics alike, while the song still managed to achieve Gold certification in Japan for surpassing 50 million streams. This article examines why "Cookie" became such a talked-about phenomenon in the K-pop landscape of 2022.

Background of NewJeans and the Release of 'Cookie'

NewJeans emerged under ADOR, a subsidiary label of HYBE Corporation that operated with guaranteed autonomy. The group was created under the direction of Min Hee-jin, a former visual director at SM Entertainment, with the lineup reportedly finalized in March 2022.

The surprise debut strategy

In contrast to traditional K-pop debut approaches, NewJeans entered the music scene with no teasers or pre-release promotions. On July 22, 2022, they suddenly released the music video for "Attention" without any prior information about the group's lineup or concept. This unconventional strategy wasn't the original plan but came after "much deliberation" by the team.

Min Hee-jin explained the psychology behind this approach: "The more you conceal something, the more curiosity around it." She believed the feel of their music was best conveyed through video rather than still images. Additionally, this strategy allowed all focus to remain purely on their music, especially since anticipation around "Min Hee Jin's girl group" was already substantial.

Furthermore, this approach stood in stark contrast to the K-pop industry standard, where meticulous planning and precise rollouts are cornerstones of new artist debuts.

How 'Cookie' fit into the EP rollout

Following "Attention," the group announced their self-titled extended play would contain four tracks, with three serving as singles. "Hype Boy" was released on July 23, accompanied by five music videos—four of which highlighted individual members. Two days later, they released a music video for "Hurt".

"Cookie" emerged as the final piece of their debut mosaic on August 1, alongside the digital release of their EP. The physical version followed on August 8.

Musically, "Cookie" featured pop-R&B elements with pulsing synthesizers, a fluttering bassline, faint 808 kicks, and a bridge incorporating Jersey club elements. This track completed their unique rollout strategy, which Min explained was because she was "confident" in all the music and felt it was "such a pity how it's the lead singles that get all the attention".

This unorthodox approach proved successful—the EP secured 444,000 preorders in just four days, setting a new record for the highest number of stock pre-orders achieved by any girl group's debut album in history.

Musical Style and Lyrical Themes

Unlike their contemporaries in fourth-generation K-pop, NewJeans embraced a minimalistic approach with "Cookie," anchoring the song in plush '90s and '00s-inspired R&B production. The track stands as a deliberate stylistic departure from the group's other releases.

Genre and production elements

"Cookie" is a club-oriented R&B and pop track composed in C major with a tempo of 157 beats per minute. The production features whimsical synths, faint 808s, and a wobbling low end that creates bubbly momentum throughout the song. Most notably, the bridge incorporates Jersey club elements—a rapid stuttering beat that extends the song's playful energy. This production choice was particularly distinctive, as Pitchfork noted that "the only other K-pop single to feature such direct homage is XUM's 'DDALALA'".

The track was crafted by two risk-taking figures in the Korean underground: Jinsu Park of experimental rap duo XXX, and 250, a producer known for blending traditional Korean trot with contemporary sounds. This deliberate production approach represents what critics called "a daring new direction" for K-pop girl groups.

cookie newjeans lyrics: a closer look

The lyrics became the focal point of intense scrutiny, with lines such as "Looking at my cookie / Do you ever smell it different? (Taste it) / What's with a bite, isn't enough?" and "Made a little cookie / Come and take a lookie / Only at my house, come over and play" drawing particular attention.

According to ADOR, the song "revolves around the paired idea of burning CDs and baking cookies, which share the same conceptual verb in Korean". The agency explained that dinner and water represented "just going through the motions," whereas dessert (cookie) symbolized "something more exciting".

cookie newjeans meaning: fan interpretations

Interpretations of the cookie newjeans meaning divided listeners. Many pointed to "cookie" as potential slang for female genitalia, viewing the lyrics through this lens. Indeed, according to Urban Dictionary references, this interpretation had merit.

Conversely, ADOR vehemently denied any sexual connotations, stating they consulted "English professors, professional interpreters, translators, and native speakers" who suggested it "isn't a commonplace interpretation". The members themselves explained via TikTok that "cookie" referred to their "fresh music and sound".

Ultimately, as Jon Caramanica of The New York Times observed, the song succeeds precisely in how it "deploys its contemporary reference points in service of a throwback idea".

Public and Critical Reception

Upon its release, "Cookie" received mixed critical reception that sharply contrasted with the overwhelming public response to NewJeans' overall debut.

Initial reviews from critics

Joshua Minsoo Kim of Pitchfork regarded "Cookie" as the "most interesting selection" from NewJeans' EP, praising its "weightless groove about courting a crush." Additionally, Jon Caramanica of The New York Times placed the song at number 11 on his list of the 22 best songs of 2022, highlighting "its ease—no maximalism, no theater" and how NewJeans "deploys its contemporary reference points in service of a throwback idea." Han Seong-hyun of IZM offered a positive assessment as well, defining the song as a "small experiment for the next step" with "odd" lyrics and "kitschy" rhythm.

Nevertheless, Carmen Chin of NME expressed concern about the "lyrical innuendo that can only be described as concerning when delivered by a group of 14- to 18-year-olds."

Fan reactions and online discourse

The cookie newjeans controversy quickly overshadowed discussions about the song's musical merits. Comments on the music video reflected this division, with one highly-liked comment noting, "The music is great. These lyrics, however, are utterly unacceptable, no matter how anyone tries to spin it." Another popular comment stated, "This would've been such a cool concept if they were grown women. Let's not forget they're 14- to barely 18-year-old."

Many international fans immediately recognized potential double meanings in the cookie newjeans lyrics, whereas Korean audiences became more aware of the controversy after local YouTubers began explaining the cultural context.

Comparisons with other tracks like 'Hype Boy'

Despite the controversy, "Cookie" performed well on charts, though not as impressively as its companion tracks. While "Attention" and "Hype Boy" reached #1 and #2 on Melon respectively—making NewJeans the first girl group to simultaneously occupy the top two spots since the chart reform—"Cookie" climbed more gradually. All four songs from the debut EP eventually charted within the top 20, showcasing the group's remarkable commercial success regardless of the controversy surrounding one track.

The Controversy and Its Impact

The debate surrounding "Cookie" escalated quickly after its August 1 release, becoming a central topic in K-pop discussions worldwide. What began as listener concerns soon developed into a full-blown controversy that would follow NewJeans throughout their debut period.

cookie new jeans controversy explained

The core issue centered on the perceived sexual innuendos in the lyrics. Critics pointed out that "cookie" can be slang for female genitalia in some English-speaking contexts, making lines like "Looking at my cookie / Do you ever smell it different? (Taste it) / What's with a bite isn't enough?" potentially inappropriate. This interpretation caused significant concern primarily because all NewJeans members were minors under South Korean law, with ages ranging from 14 to 18.

Carmen Chin of NME highlighted this problematic aspect in her review, noting the "lyrical innuendo that can only be described as concerning when delivered by a group of 14- to 18-year-olds." Initially, international fans raised these concerns, but the controversy soon spread to Korean communities after local YouTubers began explaining the cultural context to domestic audiences.

ADOR's official response

On August 27, ADOR released an extensive statement addressing the controversy. The agency firmly denied any sexual connotations, explaining that "Cookie" was intended as a fan song that "revolves around the paired idea of burning CDs and baking cookies, which share the same conceptual verb in Korean." To strengthen their position, ADOR claimed they had consulted "numerous doctors in English literature, interpreters and native speakers" who agreed that "cookie is not widely used sexual slang."

The statement also revealed that contrary to some speculation, the song was written by two native English speakers—a Korean woman and Swedish woman, both in their 30s. In essence, ADOR maintained that "context is key" and suggested that "a toxic perspective can take something harmless and see it as something that's anything but."

How the controversy affected the group's image

The controversy created a division among fans and observers. Many expressed genuine concern for the young members, viewing the situation as exploitation rather than criticizing the girls themselves. One fan tweet emphasized: "y'all taking people's criticism on cookie's lyrics as an attack on newjeans, y'all have it twisted. it's CONCERN FOR THESE GIRLS."

Interestingly, Korean and international audiences initially had differing reactions. Many Korean listeners found the lyrics "super cute and fresh," questioning how they could be interpreted sexually. This cultural gap in interpretation further complicated the discourse.

Media coverage and global attention

International media outlets quickly picked up the story. The controversy received coverage from major publications like The Korea Herald, which highlighted how the members' ages "changed the whole context" of the lyrics. David Tizzard, an assistant professor at Seoul Women's University, told international media that the problem wasn't with the content itself but "how this sheds light on how K-pop uses singers to sell products with these sorts of imagery."

In time, ADOR announced it would take legal action against "malicious activities" targeting NewJeans, signaling how seriously the agency viewed the potential impact on the group's reputation.