The Hidden Story Behind Super Shy: How NewJeans Created Their Viral Hit

"Super Shy" NewJeans burst onto the music scene on July 7, 2023, quickly becoming a global phenomenon that transcended typical K-pop success. Released as the first single from their second EP "Get Up," the track blends liquid drum and bass, bubblegum, and Jersey club elements to create an instantly recognizable sound. The song skyrocketed to number one on the South Korean Circle Digital Chart, additionally claiming the top spot in Singapore and on Billboard's Hits of the World charts across Hong Kong, Malaysia, and Taiwan.

Furthermore, "Super Shy" achieved an impressive 63 million streams and 6,000 downloads worldwide in its debut week alone, marking the group's largest one-week streaming numbers ever. The accompanying music video, filmed in Lisbon, Portugal, features vibrant visuals and accessible choreography that perfectly complement lyrics about expressing feelings to a crush despite shyness. Notably, both Billboard and NME crowned it the best K-pop song of 2023, cementing its status as more than just a viral hit but a critically acclaimed musical achievement.

The creative process behind 'Super Shy'

Behind the catchy beats of "Super Shy" lies a carefully crafted creative process that began long before its summer release. The journey toward this viral hit started in January 2023, when ADOR CEO Min Hee-jin first revealed that NewJeans was preparing new music. By April, Min confirmed in a Billboard interview that recording had already been completed, setting the stage for what would become one of the year's most distinctive K-pop releases.

How the idea for the song was born

Unlike traditional K-pop production approaches, the team behind NewJeans deliberately sought fresh perspectives. According to reports, many of the tracks for the "Get Up" EP were created by a team of Danish, Norwegian, and American songwriters working in Copenhagen studios. This international collaboration was intentional—the Portugal-born, Copenhagen-based singer-songwriter Erika de Casier was specifically recruited because she wasn't well-versed in K-pop conventions, allowing for a sound that broke from industry norms. Prior to release, member Hanni described the upcoming tracks as "fresh," explaining that the EP would offer "a lot more variety" in both musical genre and dance style.

Who wrote 'Super Shy' and their roles

The composition credits for "Super Shy" reveal a diverse collaborative effort. The song was written by Erika de Casier, Kristine Bogan, Frankie Scoca, Gigi, Kim Dong-hyun (also known as Kim Ximya), and NewJeans member Danielle. Frankie Scoca served as producer and handled the instrumental arrangements and programming. Especially significant was Danielle's contribution, marking her expansion from lyricist to composer. In a September 2022 interview with Billboard, Danielle had shared, "I've always been interested in writing lyrics and composition. Ever since I was little, I loved writing down my thoughts and feelings in a way that sounds good."

Genre fusion: Liquid drum & bass meets Jersey club

Musically, "Super Shy" stands apart through its innovative genre fusion. The track blends liquid drum and bass with bubblegum Jersey club elements, creating what music critics have described as a distinctive sonic cocktail. The Guardian's Ben Beaumont-Thomas noted that the production "sits somewhere between liquid drum'n'bass, UK garage and Jersey club," while Pitchfork's Olivia Horn observed that the drums evoked "a hiccuping heartbeat." The arrangement features:

A staccato kick drum pattern that drives the rhythm
Atmospheric synths layered with skittering percussion
A surprising funky synth that enters around the two-minute mark

This approach represents a conscious departure from traditional K-pop's maximalist tendencies, instead embracing a more restrained yet sophisticated sound palette that would ultimately help define NewJeans' signature style.

From studio to stage: how the song was released

After months of anticipation, NewJeans unveiled "Super Shy" on July 7, 2023, through a strategic release that maximized both fan engagement and global reach.

When was 'Super Shy' NewJeans released?

"Super Shy" officially dropped on July 7, 2023, as a pre-release single from NewJeans' sophomore EP "Get Up". The track was released by ADOR for digital download and streaming platforms worldwide. This strategic timing positioned the song perfectly for summer playlists, with ADOR explicitly presenting it as "the perfect song for the summer" in their press release. The song made an immediate impact, achieving its first real-time all-kill on Korean music charts just three days after release on July 10. Moreover, "Super Shy" secured a perfect all-kill by July 16, becoming only the fourth song of 2023 to accomplish this rare chart achievement.

Pre-release teasers and YouTube Shorts campaign

The promotional strategy for "Super Shy" centered around an innovative partnership with YouTube Shorts. Two days before the official release, ADOR posted a video teaser on YouTube Shorts featuring the instrumental version and showcasing NewJeans' official light stick alongside the hashtag "#ImSuperShy". Following the release, NewJeans launched an exclusive "#ImSuperShy Challenge" on YouTube Shorts, inviting fans (called "Bunnies") to participate by creating their own videos using the official choreography.

Each member—Minji, Hanni, Danielle, Haerin, and Hyein—created individual Shorts demonstrating the dance moves, encouraging followers to add their personal flair. This campaign capitalized on NewJeans' substantial YouTube presence, which already included 3.8 million subscribers and 1.8 billion views across their channel.

Live performances and music show appearances

NewJeans first showcased "Super Shy" live on South Korea's Music Bank on July 14, 2023, performing alongside 20 backup dancers. This was quickly followed by performances on:

Inkigayo (July 16, 2023)
Music Bank again (July 23, 2023), where they performed all three singles from "Get Up"

The group's promotional efforts yielded impressive results, with "Super Shy" collecting six music show wins in total, including a coveted "triple crown" on Inkigayo by August 27. Their first win came on July 13 on M Countdown, followed by victories on Show! Music Core (July 22), Inkigayo (July 23, August 20, and August 27), and Show Champion (August 16). Subsequently, NewJeans performed "Super Shy" at the 2023 Billboard Music Awards, marking their U.S. awards show debut.

The music video: visuals, choreography, and direction

Directed by Shin Hee-won, the "Super Shy" music video showcases NewJeans in a vibrant European setting, combining fresh choreography with distinctive styling that helped propel the song to viral status.

Filming in Lisbon: setting the scene

Shot across multiple locations in Lisbon, Portugal, the music video takes advantage of the city's picturesque scenery. The visual journey begins with Danielle riding a red bicycle through Lisbon's colorful streets. Locations include Marvila, Campo das Cebolas, Miradouro e Jardim do Torel, and a local market. These settings feature distinctive Portuguese architecture with orange rooftops and tiled buildings that reflect the bright Mediterranean light, creating an atmosphere that member Danielle described as making her "heart tingle". Throughout the video, NewJeans performs in parks, squares, streets, and marketplaces, essentially transforming everyday locations into impromptu dance venues.

Choreography style and accessibility

The choreography, created by Black.Q and Eunju Kim, centers around waacking – a dance style originating from 1970s Los Angeles gay clubs characterized by rapid arm movements. Hanni revealed that the group underwent five hours of specialized waacking training, leaving them so sore they "could not raise their arms above their heads" the next day. The dance features:

Flash mob-style formations with up to 80 synchronized dancers
Purposefully simple movements designed for accessibility
Energetic walking movements that create dynamic visual patterns

The choreography's combination of technical precision alongside approachable movements made it perfect for the YouTube Shorts #ImSuperShy dance challenge.

Fashion and Y2K aesthetic choices

The music video's styling blends Y2K nostalgia with contemporary trends. Throughout the video, members sport cheerleading uniforms and tennis skirts that establish a cohesive, youthful aesthetic. Alongside this, each member maintains distinctive looks – Hanni and Haerin appear with bleached blonde hair, Hyein showcases trendy skunk stripes, Danielle embraces cottagecore elements, and Minji presents a tone-on-tone style. Their makeup features playful touches like floral accents, pearl-crush pastels, and strawberry-colored hair streaks that further enhance the video's vibrant, summery atmosphere.

How 'Super Shy' became a global hit

Upon release, "Super Shy" swiftly became a global sensation, achieving unprecedented commercial success alongside widespread critical acclaim. The track's infectious blend of drum and bass rhythms, coupled with the group's approachable choreography, propelled NewJeans to international stardom beyond the traditional K-pop sphere.

Chart performance across countries

"Super Shy" made a remarkable Billboard Hot 100 debut at #66 with 9.2 million U.S. streams and 2,000 downloads sold in its first tracking week. The song ultimately peaked at #48, becoming NewJeans' highest-charting single in America. Internationally, the track achieved even greater success, debuting at #2 on both the Billboard Global 200 and Billboard Global Excl. U.S. charts with an impressive 63 million streams and 6,000 downloads worldwide.

The song topped South Korea's Circle Digital Chart and claimed #1 positions in Singapore and on Billboard's Hits of the World charts for Hong Kong, Malaysia, and Taiwan. In the United Kingdom, it reached #59 on the UK Singles Chart, marking their best performance in the country. Furthermore, "Super Shy" demonstrated remarkable longevity by remaining on the Billboard Hot 100 for eight consecutive weeks, breaking NewJeans' own record for chart sustainability.

Critical acclaim and year-end lists

"Super Shy" garnered extraordinary critical recognition, with both Billboard and NME crowning it the best K-pop song of 2023. The track secured prominent positions on numerous year-end lists:

Pitchfork: #7 on "100 Best Songs of 2023"
Rolling Stone: #6 on "100 Best Songs of 2023"
NME: #2 on "50 Best Songs of 2023"
The Guardian: #3 on year-end list

Particularly noteworthy, "Super Shy" was selected as the only K-pop song on Pitchfork's prestigious "100 Best Songs of the 2020s So Far" list, landing at #13 and outranking global superstars like Beyoncé, Billie Eilish, and Olivia Rodrigo. Pitchfork praised it as "NewJeans' most effortless masterpiece", highlighting its innovative drum and bass production.

Fan-driven virality and dance challenges

Concurrent with its chart success, "Super Shy" generated massive online engagement through strategic social media integration. NewJeans partnered with YouTube Shorts for the "#ImSuperShy Challenge," inviting fans to create videos showcasing their interpretations of the choreography. Member Haerin emphasized this connection: "So many people watch YouTube... it is the media where people discovered NewJeans... we thought this would be a great platform".

Fan recreations quickly proliferated, with Danielle and Hanni noting standout examples: "I saw five girls dancing [to] 'Super Shy' wearing exactly the same clothes" and a "K-pop dance cover team in Portugal... recreated that scene in the exact same spot". Even celebrities joined the trend, with Nam Joo-Hyuk's military dance cover garnering over 2.5 million views despite his self-professed "super shyness". This organic virality helped "Super Shy" accumulate substantial cultural impact, transcending typical language barriers that often limit K-pop's global reach.