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Elements to NewJeans's Success

Some of the things that have contributed to their success include the use of nostalgia, social media virality, and relatable youth & simplicity.

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Nostalgia

  • NewJeans incorporates multiple aspects of nostalgia including:

    • Y2K-inspired fashion

    • Music reminiscent of previous eras

    • Video camera/VCR aesthetic

  • Muehling & Sprott (2004) found that nostalgic advertising resulted in significantly more favorable ad and brand attitudes compared to non-nostalgic advertising

    • This can translate into more favorable attitudes toward NewJeans's concept as they blend aspects of nostalgia with modern vibes​

Social Media Virality

  • NewJeans's choreographies became popular dance challenges on social media​

    • Many ​individuals, including regular netizens and other Korean celebrities, danced to NewJeans songs such as:

      • "Hype Boy"

      • "Ditto"

      • "OMG"

  • Depicted in the TikTok to the right are members of South Korean boy group Seventeen doing the OMG dance challenge with NewJeans members

  • More examples of people/celebrities showing love for NewJeans can be viewed below

Relatable Youth
& Simplicity

  • Despite incorporating an old-school vibe, NewJeans still brings a modern and youthful Gen-Z energy to their concept

    • This gives off a refreshing energy that fans of multiple generations can enjoy​

  • There is also a sense of simplicity in NewJeans's sound and concept, making them stand out from the rest of the industry

    • This simplicity also garners engagement from listeners who may not be used to the intensity of some other K-pop music​

    • NewJeans also debuted without much marketing or teasers and at a slower pace, avoiding 'maximalism'

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