NewJeans Make a Glamorous Comeback With Double Singles "How Sweet" and "Bubble Gum"


Despite the drama swirling NewJeans' management label ADOR and its parent company HYBE Labels, the South Korean girl group continues to shine and grow in their stardom with the release of an explosive pair of singles, "How Sweet" and "Bubble Gum." The long-awaited new material sees the group continue to veer away from dominant K-pop sounds and instead develop a vintage style that fuses twee bashfulness with fast, glitchy, retro-inspired dance music, including an infectious cocktail of electro and Miami bass.

"How Sweet," co-written by New Zealand alt-pop star BENEE, fits right in with the NewJeans' unique brand of house. The track features the group singing in both English and Korean over dazed synth-washes and cranked-up electro drums, and it sounds exceptionally charming. The track's laidback hooks and low-key vocal melodies make it the perfect track for late summer nights spent relaxing against a sunset backdrop or driving along the coast. 

Meanwhile, "Bubble Gum" overflows with gentle guitar and a muted sound palette that echoes the style of featherlight pop that's currently steering Sabrina Carpenter's "Espresso" to global chart success. The sweet track is soundtracked by sweet, bouncy pop, their trademark sing-rapping, and high-pitched vocals that deliver iridescent hooks like "Sweet like bubble gum, so smooth, soft like a hug..." and "Fly me further, let's go far away," in the bilingual chorus.

As reported by The Korea Times, the quintet has poured their hearts and souls into this record. "How Sweet" is more than a collection of songs; it is a testament to their collective dedication and meticulous preparation. The group hopes that their fans, affectionately known as the Bunnies, would appreciate the song's diverse charms.

Watch the "How Sweet" and "Bubble Gum" videos below:


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