Inside NewJeans' Bubble Gum: From Studio Sessions to Worldwide Fame

"Bubble Gum" captivated audiences immediately upon release, garnering over six million views within just 15 hours of its music video debut on April 27, 2024. NewJeans officially released the bubble gum song on May 24, 2024, as a B-side track on their second single album How Sweet, which subsequently debuted at number one in South Korea.

Additionally, NEWJEANS BUBBLE GUM showcases the group's signature blend of pop and R&B, featuring lyrics in both English and Korean. The visually playful music video depicts the members enjoying summer activities like blowing bubbles and creating balloon animals. Despite its popularity, the song faced controversy when British band Shakatak raised plagiarism allegations, which the group denied. However, this did not prevent the track from topping YouTube Korea's popular music video and song categories, while also debuting at number 15 on Billboard's Hits of the World chart for South Korea.

The rise of NewJeans before 'Bubble Gum'

NewJeans burst onto the K-pop scene in July 2022, taking an unconventional approach to their debut. Unlike traditional K-pop rollouts, the quintet released "Attention" with minimal promotion, yet the song immediately topped South Korea's Circle Digital Chart. Their follow-up singles "Hype Boy" and "Cookie" cemented their rapid rise, with "Hype Boy" setting records as the longest-running song on Billboard Global 200 by a K-pop female act.

From debut to global recognition

The group's self-titled debut EP, released in August 2022, showcased their distinctive blend of '90s and 2000s-inspired sounds. This fresh approach earned them numerous accolades, including rookie awards at the Golden Disc Awards, Korean Music Awards, Melon Music Awards, and Seoul Music Awards. Rather remarkably, their debut EP won Best K-pop Album at the 20th Korean Music Awards, establishing them as frontrunners in the fourth generation of K-pop acts.

Success of 'Ditto' and 'OMG'

In early 2023, NewJeans solidified their status with the release of their first single album "OMG." The pre-release track "Ditto" became a phenomenon, topping the Circle Digital Chart for thirteen consecutive weeks and achieving the longest-running Perfect all-kill in chart history at 655 hours. "Ditto" furthermore marked their first entry on both the Billboard Hot 100 (#82) and UK Singles Chart.

"OMG" received critical acclaim for its retro-inspired sound. The album debuted at number one on the Circle Album Chart and sold 700,000 copies in its first week alone, eventually surpassing one million total sales. Following this success, NewJeans became the first female artist in history to win Artist of the Year at both the 2023 MAMA Awards and 2023 Melon Music Awards in the same year.

Setting the stage for 'How Sweet'

The momentum continued with their second EP "Get Up" in July 2023, which debuted at number one on the Billboard 200, making NewJeans only the second K-pop girl group after Blackpink to achieve this feat. "Get Up" sold an impressive 1.65 million copies in its first week, becoming their third consecutive million-selling album.

The EP's lead single "Super Shy" reached new heights, peaking at number 48 on the Billboard Hot 100, their highest-charting song on the chart. Throughout 2023, the group scored entries on ten different Billboard charts, culminating in their recognition as Group of the Year at the 2024 Billboard Women in Music event. These achievements established the perfect foundation for their 2024 comeback with "How Sweet" and "Bubble Gum."

Inside the making of 'Bubble Gum'

Crafting the sweet sound of "Bubble Gum" involved a unique blend of musical expertise and innovative production techniques that contributed to its distinctive appeal.

Songwriting and production team

The creative minds behind NEWJEANS BUBBLE GUM included a carefully selected team of songwriters and producers. The track's composition was handled by 250, Oscar Bell, and Sophie Simmons. Notably, Sophie Simmons, an indie artist and daughter of the bassist from legendary rock band KISS, brought her fresh perspective to the project. The lyrics were penned by Gigi, Sophie Simmons, and Oscar Bell, with 250 taking charge of production. This collaboration reflected a similar strategy to their previous album "Get Up," working with writers who hadn't previously created K-pop songs.

Musical style and genre blend

"Bubble Gum" primarily presents as a blend of pop and R&B, featuring lyrics in both English and Korean. The song incorporates a groovy beat with retro elements that ground its airy quality. Musically, the track showcases several distinctive elements: a flute-like piece in the background of the verses, gentle guitar reminiscent of a Fender Stratocaster, and fizzy synth textures. Production techniques include the use of a phaser effect, strong snare with a snap, and a high synth throughout the hook. The overall sound draws inspiration from '90s R&B, evoking comparisons to early TLC or Usher.

Lyrics and emotional tone

The lyrical content of "Bubble Gum" captures the intoxicating rush of young love through its bilingual chorus. Key phrases include "Sweet like bubble gum, so smooth, soft like a hug" and "Fly me further, let's go far away". This cheerful sentiment is conveyed through the group's trademark sing-rapping style and high-pitched vocals that deliver iridescent hooks. In essence, the song creates what critics have described as a "pop haze" — infinitely pleasant yet subtle in its emotional impact. The recording process itself involved careful attention to vocal nuances, with members working to find the right balance between sweetness and technical precision.

Controversy and public response

Amid the track's rising popularity, "Bubble Gum" became entangled in a legal dispute that threatened to overshadow its success. The controversy unfolded shortly after the song's release, creating waves throughout the K-pop industry.

Plagiarism claims by Shakatak

On June 17, 2024, British jazz-funk band Shakatak's copyright manager, Wise Music Group, formally accused NewJeans of plagiarism. They sent an official letter of claim to ADOR, HYBE, the Korea Music Copyright Association, and Sony Music Publishing Hong Kong. The British company alleged that "Bubble Gum" infringed upon their 1981 hit "Easier Said Than Done," claiming both songs shared the "same distinctive melody hook," "similar instrumentation," "similar rhythmic shapes," and were "performed at an almost identical tempo". Beyond these similarities, they also pointed to a "very similar choice of harmony" and "similar harmonic rhythm". The company demanded that "Bubble Gum" be removed from the market and sought compensation, giving the Korean companies seven days to comply.

ADOR's official response

ADOR swiftly denied the allegations. On June 21, they responded to Shakatak's representatives, asserting they "did not use Shakatak's composition without authorization" and requesting "a credible analytical report" to substantiate the claims. The agency emphasized that the songwriters who created "Bubble Gum" had "never heard the song 'Easier Said Than Done' before the complaint was raised". To support their position, ADOR commissioned professional analyses from two renowned overseas musicologists.

On July 23, ADOR released a comprehensive statement pointing out that the songs "differ in their chord progressions (D Major9 x2- C# minor7 - F# minor7), their BPM, and in their overall feeling and movement". They maintained that "the similarity is limited to a short melodic progression, which is a common feature in many pop songs".

Fan reactions and media coverage

The controversy sparked varied reactions across social media platforms. Korean netizens were particularly vocal, with some comparing Shakatak's actions to "the behavior of overzealous BTS fans". Others questioned why NewJeans was singled out.

Throughout the dispute, ADOR expressed frustration with media portrayal, claiming some outlets had "misunderstood and portrayed our request for a report as an unethical demand". They accused certain media of "spreading exaggerated and biased reports without verifying facts" and "distorting NewJeans' recent achievements in Japan with false information". Nevertheless, the controversy did little to dampen fan enthusiasm for the group.

Release strategy and chart success

NewJeans took an innovative approach to the release of "Bubble Gum," unveiling the music video on April 26, 2024, ahead of the official audio release - a strategy that proved highly effective for audience engagement.

Music video launch and visuals

The "Bubble Gum" music video captivated viewers with its nostalgic aesthetic. Shot with a camcorder-like style, the video depicted the five members enjoying summer activities - blowing bubbles, dancing freely by the sea, and playing together in a sun-drenched house. This visual approach deliberately called back to old technology, featuring VHS tapes, vintage camcorders, and retro computers throughout the scenes. The video's warm, youthful energy resonated with fans, presenting what critics described as "the pure and harmless charm of the NewJeans members".

Use in Japanese advertising

Interestingly, "Bubble Gum" initially reached audiences through Japanese commercials for Essential Premium shampoo. On April 8, 2024, the brand released advertisements featuring NewJeans as models, with a Japanese-English version of the song serving as the soundtrack. This strategic partnership exposed the track to international audiences before its official release. Korean netizens praised the commercial for "radiating the same vibe as when the group made their debut", with many commenting on its "fresh" and "city pop" qualities that aligned perfectly with the brand.

Chart performance across countries

Following its release, "Bubble Gum" achieved remarkable chart success both locally and globally. The music video topped YouTube's weekly charts in Korea for both popular music video and song categories. Simultaneously, it secured impressive positions internationally, ranking second and fifth on YouTube's global music video and song charts respectively. On Billboard's charts, "Bubble Gum" reached the 18th position on the Global chart (excluding the US), amassing over 25 million streams and 4,000 music sales in a single week. The song maintained strong presence on domestic platforms as well, consistently holding the 2nd and 3rd positions on major Korean music charts like Melon, Bugs, and Flo.