Decoding the Brand World of NewJeans
How they're shaping the future of K-pop.
The fresh fabric of K-pop
Today, we're diving into something truly exciting—the branding of NewJeans. Most (or some) of us here would be up to the date with the latest spiel on Ador, Hybe and Min Hee-Jin. The article above by Fast Company’s Mark Wilson inspired me.
Instead of indulging in the speculation with the recent altercation, I choose to celebrate the creative prowess in bringing this brand world to life. Min Hee-Jin’s creative vision will be at the heart of today’s discussion. It is masterful and immersive. Which is worth the time to dive a little deeper into.
Since their debut with Ditto, I've been particularly impressed by how NewJeans is rewriting the playbook in K-pop. What makes their effective approach cut through the clutter?
If you are pressed for time, please subscribe to our Substack to read later. For current readers, you know we’ve explored a few iconic brand worlds shaping their categories. We dissected some key strategies that brands use to connect with their audiences on a deeper level. There, we covered CPG brands in North America. Today, we shift our focus east to the vibrant world of K-pop. Let’s nerd out together.
K-pop as we know today
Bright hues, catch tunes and perfectly choreographed dance moves. These are the hallmarks of K-pop, currently in its 4th generation (2019-present). It’s a powerhouse of strategic branding which placed South Korea on the global music and cultural scene.
Typically, K-pop bands are marketed through high-octane choreography and story-rich music videos to appeal to fanbases worldwide. Every band is crafted. It takes years of honing and meticulous planning to groom. They have gone on to attract hordes of fans globally, permeating into our lives through media or word of mouth.
It’s hard to ignore. You spot them everywhere from luxury brand billboards to your fast food packaging. These collaborations are rampant. Think BlackPink Starbucks Cup, NewJeans Nike top or a pair stylish shades from Jentle Salon. It’s an exciting time to be a witness to the convergence of music, culture and consumer goods. Ditto to K-pop brand collaborations.
“Stay in the middle.. like you a little..”
When I first discovered NewJeans, it was truly refreshing. Awashed with feelings of nostalgia, it left me reminiscing about my high school memories. Well, it wasn’t that memorable for me but you get the point. They were on to something here. Every stylistic detail felt intentional, from the camcorder to the cryptic appearance of the deer at the end. I never thought I would be sucked into this world of K-pop. But here I am.
“don’t want no riddle..”
Instead of the usual blitz of teaser photos and pre-debut hype, NewJeans was introduced with a sudden music video drop that prioritised substance over spectacle. This understated, authenticity-driven approach has set them apart in an industry often criticised for its manufactured image.
“oh, say it ditto”
My discovery of NewJeans was through word of mouth from fellow millenials. Here’s how it could relate to each broad demographic. I would appreciate any insights you may have.
Gen Zs - yearning and curious about the era they never had.
Millenials - Feels warm and a nod to the simpler times.
Gen Xers - They will catch on in a year or two, it’s still early.
Boomers - Spotted a guy or two ogling on their phones in the subway. Not sure if that counts.
Dissecting NewJeans’ Brand World
Seeing these components compiled, they do appear polished and almost surgical in craft. Except you felt something deeper as a sum of these components in this immersive world. Breaking these down below, here’s what I think they redefined to create a standout brand:
Brand narrative: NewJeans portrays a modern, youthful vibe that contrasts with the often extravagant themes in K-pop. This relatability has been key to their brand’s appeal. Ador was brilliant for the whole "coming of age best friends making feel good music" shtick. It’s a joy to watch them perform because that’s exactly how they act.
Storytelling: Their music videos take on a cinematic quality with plenty of room for interpretation. Hoyeon was captivating in Cool With You with the band members in the background. FYI there’s a Side B too. Won’t give spoilers here though there’s a really surprising guest appearance inside. Apparently it’s a gift to the Korean fans.
Visual aesthetics: They tap into the 2000s aesthetic with grainy visuals, desaturated hues which are raw in comparison and a peculiar shift from the brazen and international look you get with other K-pop bands. Feels like this will evolve as they grow up and enter new eras together.
Typography: Deliberate consistency was avoided and they opted for an unlimited range of typefaces. This is only possible with a strong and well crafted brand world. A consistent narrative to tie everything together. Talk about congruence vs homogeneity.
Social media: NewJeans stood out from the well manicured Instagram feeds you see with other K-pop bands. What I noticed was diversity over consistency, focusing on fun, almost escapist themes to draw you into their world.
Personality and voice: The group’s public persona is refreshingly sincere, eschewing the typical ‘idol’ facade for a more personable and relatable image. A lot of their choreography can be described as bouncy. It looks like a group of school mates who choreographed it.
Note: I think for the mv with the amount of reshoots, that was probably intended and the editor said: this is cute and fits the concept so let’s include it. Just like when you shoot a TikTok video or an improv scene.
Music: Derrick Gee dilligently broke down the genres and samples they used for their albums. These genres covered Jersey and Baltimore Club. The latter is a fusion of breakbeat and house. This explains how they managed to build an affinity with the North American market.
Jung Min-jae, a South Korean music critic and Korean Music Awards selection committee member, said what makes the group distinct is that “While their music, choreography and vocals don’t rely on maximalist hooks, which are standard in K-pop, but rather smoother flowy arrangements that seemed more organic.” This is pretty much my jam.
Lyrics: I do love the oldies for their uncomplicated lyrics. NewJeans has given me that nostalgic sentiment. It’s easy to grasp. ‘Ditto’ sounds like a song you know by heart hearing once on the radio, but never really got to know the name.
“Coca Cola Mashita”, genius move in Zero with that reference to a Korean rhyme and their brand partnership. Tasty blend of commerce and music.
Mascot: Channeling Leo Burnett by having the bunny and the The Powerpuff Girls as their alter ego.
Partnerships: Impressive collaboration roster with Coca-Cola, Apple, Takashi Murakami, The Powerpuff Girls and Levi’s captured the Zeitgeist and connected with the fans of these communities. Theses are the sectors they infiltrated, including tech, consumer goods, art, web3, media, fashion and many more. Talk about trading and unlocking new communities.
Look at this. I mean, seriously?! They conceptualised a game experience for a few seconds in this video. A fan even turned this in into an actual game.
Are there any collaborations you would love to see? For us, it would be Thom Browne, Rimowa, Porsche or Pokemon. Check out this fan made Glossier x NewJeans collaboration.
Interweaving all these elements allows unlimited happy paths to be discovered in this brand world. First, you stumble upon one touchpoint. Next, you fall into the bunny hole. You create as many nodes as possible and increase the connectance between them. This in turn leads to a robust and enduring brand ecosystem.
Outcomes of a Well-Crafted Brand World
A strong brand world can build a sustainable business model — doing more than just attract fans. For NewJeans, this strategic branding has led to impressive business outcomes:
Explosive engagement: Their authentic approach has fostered a deeper connection with fans. The fresh-faced band also broke the Guinness World Record for the fastest K-pop act to reach 1 billion streams on Spotify, surpassing K-pop veterans BTS and Blackpink.
Brand as a moat: NewJeans' branding strategies also tap into broader cultural trends such as the desire for authenticity and individuality. With them position as trendsetters in the industry, it makes it harder for other groups to replicate their unique appeal. I feel it would be hard for Illit to supplant them as THE new girl group.
Commercial success: In 2023, it was reported that they raked in $83 million in revenue through partnerships. Its impressive numbers for a young band.
Lucrative and strategic endorsements: Judging by their current trajectory, securing endorsements with fashion powerhouses is a testament to their strategy. What’s next, I wonder. This will unlock even more communities.
Global appeal: This distinction helps them stand out beyond Korea, attracting international fans and opening up new markets.
Looking Forward: The New Blueprint
As shrewd marketers would say, all bad news is good news. I sincerely hope this drama boosts NewJeans awareness and not let it affect their careers. Regarding the conflict among the executives, that remains to be observed.
NewJeans represents a significant shift in how K-pop groups can approach branding and fan engagement. By prioritising authenticity, they have carved out a unique space in a saturated market, proving that sometimes, less really is more. It would be exciting to see more brand worlds coming up from K-Pop bands.
What do you think about NewJeans’ approach to branding? Is this the future of K-pop? Drop your thoughts in the comments below, and let’s keep the conversation going.
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Sources:
https://m.koreatimes.co.kr/pages/article.asp?newsIdx=352590
https://www.fastcompany.com/91030323/hybe-most-innovative-companies-2024 https://koreajoongangdaily.joins.com/2022/08/11/entertainment/kpop/new-jeans-newjeans-ador/20220811145308475.html https://www.shs-conferences.org/articles/shsconf/pdf/2023/23/shsconf_seaa2023_03024.pdf
https://www.koreaboo.com/news/genius-maknae-newjeans-member-hyein-idea-made-groups-debut-stand/
https://www.envimedia.co/the-newjeans-brand-will-make-you-go-omg/
https://www.fastcompany.com/91113146/k-pops-leading-company-has-declared-war-on-itself-this-never-seen-interview-profiles-the-creative-legend-at-the-center-of-it
https://www.nbcnews.com/news/asian-america/new-jeans-billboard-award-rcna123225