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NewJeans is killing it at appealing to global audiences right now. K-Pop has long seen the West as a necessary step to global domination, but no other group has been able to do it as seamlessly as NewJeans does without sacrificing their Korean roots.
The Hybe girl group just dropped their music videos for ‘Cool With You’ and ‘Get Up’ that feature cameos from Jung Ho-yeon and Tony Leung, which has set the internet on fire. It also makes for a genius move from their label – tapping into internationally well-known brands that transcend age groups.
The video’s protagonist Jung Ho-yeon is an instantly recognisable face after her meteoric rise to fame after Squid Game. With it being arguably one of the biggest South Korean shows ever, Ho-yeon is a force that reminds viewers that the music videos are first-and-foremost Korean – while still leveraging the global appeal that she has.
Speaking of global appeal, Hong Kong legend Tony Leung’s appearance has given the music video coverage in places that most other celebrities would never be able to. Where Ho-yeon goes wide appeal, Tony Leung’s is depth. With an iconic filmography that spans decades, it’s an instantly “oh shit” moment that every generation would have.
People who had their first exposure to him from Marvel’s Shang-Chi, film buffs that would never shut up about ‘In The Mood For Love’, and moms and dads that grew up watching him. Then the next thing that would be on people’s minds would be – “Who is NewJeans and how did they get a Tony Leung co-sign?”
On one hand, NewJeans has the broad appeal of a gorgeous Korean A-lister. On the other, an impressive pull that attracts one of the most legendary actors in the world. And let’s not forget them filming the video in Europe, along with the fact that their UK Garage influences in their music is an absolute hit in the Western market at the moment too (shoutout PinkPantheress).
This rollout is literally like a laboratory-made effort to reach as many people as possible, and they achieved it in such a way that doesn’t feel they’re doing too much. Masters of branding and capitalism.
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