![]() ![]() Their label, ADOR (an acronym for All Doors One Room), is a subsidiary of the global powerhouse HYBE Corp. Though they’re disarmingly down-to-earth, NewJeans are part of one of the biggest companies in Seoul’s entertainment industry. Just a block away from one of them, NewJeans are there in person, laughing and chatting. There are several huge NewJeans billboards scattered throughout the neighborhood. In late February, the members have gathered at a studio in Seongsu-dong, a hip Seoul neighborhood that’s transformed over the years from an industrial area of small factories and auto-body shops to a trendy spot full of cafes, galleries, and fashion pop-ups. “We say this a lot, but it really is hard to believe,” Danielle says in English with a big smile. In less than a year, they’ve scored branding deals with McDonald’s, Levi’s, and Coca-Cola - and that doesn’t even cover the fashion ambassadorships with Gucci, Chanel, Louis Vuitton, and more. Their four-song debut EP made them one of last year’s fastest–rising emerging artists, with more than 83 million global on-demand streams, according to data from Luminate. ![]() Since seemingly appearing out of nowhere that summer, Minji, Hanni, Danielle, Haerin, and Hyein - who are all between ages 15 and 19 - have taken K-pop by storm. ![]() I remember counting down the actual seconds!” “I was so happy, and nervous, too.” Her fellow member Haerin remembers waiting for the video for their debut single, “Attention,” to drop: “All we could think about was the debut. “I knew that it would be a date of excitement for the rest of my life,” says Minji, one of NewJeans’ five members. In the short but exhilarating story of NewJeans, there’s one date that stands out above all the rest: July 22, 2022, the day they went from being unknown teens to one of the buzziest groups in the world. ![]()
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