NewJeans Supernatural: What Makes This Song Different From Their Previous Hits?

"Supernatural NewJeans" marks a significant milestone as the K-pop group's first venture into the Japanese music market. Released as a CD single on June 21, 2024, alongside the B-side track "Right Now," this new release showcases more hip-hop elements compared to their previous music.

Following their international breakthrough in 2023 with "OMG" and their second EP "Get Up" which sold over two million copies, NewJeans has now expanded their musical footprint. Notably, "Supernatural NewJeans" features an interpolation from the 2009 track "Back of My Mind" by Manami and Pharrell Williams, who is credited as both lyricist and composer. The impact of this release was immediate—the press release for "Supernatural" caused Hybe Corporation's daily market capitalization to increase by nearly ₩1 trillion. In fact, Jon Caramanica of The New York Times ranked "Supernatural" at number three on his list of the best songs of 2024.

The release of 'Supernatural' and its significance

ADOR officially announced on March 26, 2024, that NewJeans would make their Japanese debut with a double single titled "Supernatural," marking a strategic expansion into one of Asia's largest music markets. Released worldwide on June 21, 2024, the single package included both the title track "Supernatural" and B-side "Right Now," along with instrumental versions of both songs.

NewJeans' first Japanese single

"Supernatural" represents more than just new music—it signifies NewJeans' official entry into the Japanese market. The group expressed their excitement through official statements, with member HANNI sharing, "We are making our Japanese debut in hopes of meeting more of our fans, Bunnies, and to showcase a fresh perspective on our music as NewJeans". This release builds upon their already established popularity in Japan, where they previously received recognition at the prestigious Japan Record Awards with "Excellent Work Award" and "Special Award".

Timeline of release and promotions

The promotional campaign followed a strategic rollout schedule:

May 10: Official title announcement
June 15: "Supernatural" MV Teaser 1 release
June 17: "Right Now" MV release
June 20: "Supernatural" MV Teaser 2 release
June 21: "Supernatural" MV and single album release

Subsequently, the group embarked on extensive promotional activities, including appearances on Japanese television shows and holding their first fan meeting in Japan called "Bunnies Camp 2024 Tokyo Dome" on June 26-27. The fan meeting sold out over 45,000 seats per night in just minutes, demonstrating their immense popularity. Furthermore, NewJeans became the fastest non-Japanese artist to debut at Tokyo Dome, achieving this milestone just 1 year and 11 months after their initial debut.

Connection to previous double single 'How Sweet'

"Supernatural" follows the same format as their previous mini-album "How Sweet," released on May 24, 2024. Both releases are double singles containing title tracks, B-sides, and instrumental versions. This release strategy has proven successful, with tracks from both albums simultaneously charting on multiple platforms. Consequently, ADOR announced that these singles would precede a full album release in the second half of 2024, followed by a worldwide tour in 2025.

Collaborations that shaped the song

Behind every groundbreaking K-pop release lies strategic partnerships, and "Supernatural" exemplifies NewJeans' ability to align with cultural heavyweights. The single's distinctive sound and visual aesthetic emerged through three pivotal collaborations that elevated it beyond typical K-pop offerings.

Pharrell Williams and the 'Back of My Mind' sample

The musical foundation of "Supernatural" rests on a strategic partnership with Pharrell Williams, who served as both songwriter and composer for the track. At the heart of the song lies an interpolation from "Back of My Mind," a 2009 collaboration between Williams and Japanese singer Manami. Producer 250 masterfully reinterpreted Williams' iconic ad-libs and bridge sections into a fresh new jack swing style, creating a sonic bridge between past and present. The sample appears throughout "Supernatural," particularly evident at the 2:29 and 2:38 marks, drawing from the original's 3:12 and 3:20 sections. This creative decision adds a nostalgic dimension that resonates especially with Japanese listeners, while honoring Williams' Grammy-winning legacy.

Takashi Murakami's visual direction

Contemporary artist Takashi Murakami brought his distinctive aesthetic to "Supernatural," having previously declared himself "a huge fan of NewJeans" in January 2023. His signature multi-colored flower motif became central to the release's identity, appearing throughout the physical album packaging and merchandise. Murakami designed specific animated characters for each member, styled after The Powerpuff Girls and first introduced in NewJeans' 2023 "New Jeans" music video. Moreover, he created the "rainbow flower" that gives the characters supernatural powers in the storyline. His artistic direction extended to three physical album formats:

A drawstring bag version
A crossbody bag version
A Weverse-exclusive version

Hiroshi Fujiwara's fashion collaboration

Alongside the music and visual elements, "Supernatural" featured an apparel line created with Hiroshi Fujiwara, often called the "Godfather of Streetwear." The Japanese fashion pioneer designed a collection of streetwear-coded ensembles showcased in the group's promotional visuals. Each member sported oversized T-shirts emblazoned with co-branded graphics, paired with baggy jeans, Timberland boots, and accessories like bucket hats and caps. This partnership wasn't their first interaction—Fujiwara had previously photographed NewJeans' Hanni for W Korea's cover in January 2024. The full collection included T-shirts, hats, bandanas, and bags, available through dedicated pop-up stores in South Korea and Japan throughout June 2024.

Visual storytelling and music video concept

The visual narrative of "Supernatural" builds upon NewJeans' distinctive storytelling approach through animation and vibrant aesthetics. The music video creates an immersive world that blends fantasy elements with emotional storytelling, giving fans multiple layers to explore.

Animated characters and Powerpuff Girls influence

NewJeans' animated alter egos return in "Supernatural," continuing the cartoon personas first introduced in their 2023 track "New Jeans." These characters draw clear inspiration from The Powerpuff Girls animation style, with each member having a distinctive design that captures their real-life personality. Directed by Youngeum Lee, the animation follows the group as they navigate a magical world filled with whimsical elements. This creative decision allows the group to express their playful side while maintaining artistic continuity across their releases.

The rainbow flower and supernatural powers

At the heart of the visual concept lies Takashi Murakami's iconic "rainbow flower," which serves as both a plot device and visual motif throughout the video. In the storyline, the animated NewJeans characters discover this flower while searching for ingredients to create a love potion to cure Hanni's broken heart. Upon finding the flower, they gain supernatural abilities that drive the narrative forward. The flower holds deeper significance as well—in Japan, Murakami's smiling flower motif carries historical connotations related to the artist's reflection on historical trauma.

Part 1 and Part 2 video structure

"Supernatural" unfolds across two distinct yet connected music videos. Part 1 features the Japanese version with animated sequences, while Part 2 continues the story with the Korean version. The latter video expands the narrative as members investigate strange weather phenomena introduced in the first clip. The storyline reaches its climax when the group discovers a colony of rabbit-like aliens on a neighboring planet. This two-part approach allows for a more complex narrative that bridges both language versions of the song, creating a cohesive storytelling experience that rewards repeated viewing.

Commercial performance and fan reception

The commercial impact of "Supernatural" proved immediate and substantial across Asian markets. Upon its June 21 release, NewJeans' Japanese debut single quickly established the group as a formidable force in one of the world's largest music markets.

Chart rankings in Japan and Korea

"Supernatural" debuted atop Japan's Oricon Daily Single Ranking chart immediately upon release and maintained its #1 position for several days. The track simultaneously dominated other Japanese platforms, claiming the top spot on Line Music and AWA. This crossover success extended to Korean charts as well, with "Supernatural" reaching #13 on Melon's Top 100. Additionally, the song landed at #7 on the Japan Hot 100 and #4 on the Circle Chart in South Korea. Perhaps most impressively, NewJeans became the highest-ranked foreign artist at #3 on Japan's Top Artists chart.

Physical album formats and merchandise

ADOR released "Supernatural" in nine distinct physical versions, including a drawstring bag edition, five individual cross bag versions featuring each member, and three Weverse Albums versions (A, B, and C). The album packaging incorporated Takashi Murakami's flower motif throughout. By August 2024, the single had earned a Triple Platinum certification for 750,000 physical units sold, before achieving Million certification (1,000,000 units) in September. On the streaming front, the Recording Industry Association of Japan awarded "Supernatural" a gold certification for surpassing 50 million streams.

Fan events and pop-up stores

The group celebrated their Japanese debut with two consecutive fan meetings titled "Bunnies Camp 2024" at Tokyo Dome on June 26-27. These events sold out completely, drawing 91,200 fans across both days. Rather than including typical fan meeting segments like games, NewJeans opted for a music-oriented showcase featuring performances of their entire discography alongside Japanese song covers. Concurrently, pop-up stores opened in Myeong-dong (Seoul) and Shibuya (Tokyo) on June 26, offering exclusive merchandise from the NewJeans collaborations with Murakami and Fujiwara. The stores featured interactive experiences alongside keyrings, cushions, bags, and clothing items. A similar pop-up later opened in Hong Kong's Causeway Bay, running until August 25.