NewJeans, one of the leading 4th gen girl groups, faced challenges with their recent comeback, “How Sweet,” particularly on the international front. Despite their established presence in Korea, the group’s global records are witnessing a decline, raising questions about their future trajectory.
Released on May 24th, “How Sweet” marked NewJeans’ return with a vibrant visual concept and energetic vibes. However, the group’s promotions were overshadowed by the ongoing conflict between HYBE and Min Hee Jin. While “How Sweet” performed well on Korean music charts, its international reception was lackluster.
They were debuting at high positions on Korean platforms like MelOn, “How Sweet” and its b-side “Bubble Gum” showcased NewJeans’ enduring popularity domestically. However, the group struggled to make a significant impact on international music charts. Despite reaching #1 on iTunes in several countries, their performance on platforms like Spotify and YouTube fell short of expectations.
On Spotify, “How Sweet” garnered over 1.64 million streams on its debut day, a notable decrease compared to their previous releases. The “How Sweet” music video also faced restrictions on HYBE’s YouTube channel, leading to speculation about the group’s international promotion strategy.
Fans expressed concerns about NewJeans’ future amidst the ongoing controversies surrounding their international performance and HYBE’s involvement. As debates continue regarding the group’s global outreach and promotional tactics, NewJeans faces turbulent waters in the ever-competitive K-pop industry.
