Review: NewJeans – "How Sweet" & "Supernatural"

K-pop girl group NewJeans has been a phenomenon since they debuted in August of 2022 with the appropriately named "Attention." Subsequent hits including "Hype Boy," "Ditto," and "OMG," were similarly impactful, and with each release came increased virality, popularity, and expectations.

All of this build-up came to an apex with their debut EP, NewJeans, in July of 2023. It was the album of the year, and the members – Minji, Hanni, Danielle, Harein, and Hyein – were rewarded with sales of over two million in South Korea and the #1 spot on the Billboard 200.

With their two new single albums, How Sweet and Supernatural, NewJeans gladly deliver on the year-long fan anticipation, however, that may be a problem for a group whose success has been synonymous with their ability to subvert industry standards.

On the Korean-language release, "How Sweet" NewJeans reminds the listener of late 90's UK acts such as Sugababes, Atomic Kitten, or All Saints. I think of all the songs released, "How Sweet" embodies the burgeoning problem for the group. The song is so perfectly NewJeans in a way that leaves no surprises. It's the type of song one would expect from the much-mentioned groups that have imitated their style, rather than from the girls themselves.

Then comes "Bubble Gum," a bouncy dream pop tune that infuses electric drums and soft synths around lyrics of romantic adoration, transporting the listener to a natural environment (a beach or park, perhaps) as they mosey down a solitary path without a care in the world. Of all the songs, it's the most striking compared to their previous output. Not by genre, but by the presence of a sugary sentiment that NewJeans have typically avoided as a means of separating themselves from traditional K-pop girl groups.

On the Japanese release "Supernatural," the girls step out on a new genre on a track with a new jack swing sound. While the song may be in a different genre, it's still a 90s genre. Featuring a music video that is similarly 90s-styled, the vibe doesn't feel a whole lot different from their catalog. The song is pleasurable enough on play, but lacks the lingering enjoyment of their previous releases.

The other song, "Right Now," sounds like a B-side from last year's self-titled debut album. Is that a bad thing? Obviously, not. But it does reinforce the notion that all this has been done before. The song skips along briskly before coming to a brief end at 2:40, just the right amount of time to play before wearing out its welcome.

It may sound like I'm down on these new releases, but I'm not. They're a lot of fun and are certainly better than most of what is being released lately. But they indicate a label that's either running out of ideas or is too distracted by interpersonal turmoil to create something fresh.

NewJeans is my favorite girl group going today; but as good as their latest releases are, having a sound that constantly invokes the past, whether historical or their own, runs the risk of providing diminishing returns. For now, I'll enjoy the current releases for what they are, and hope for more to come in the future.

Rating: How Sweet – 3.5/5

Supernatural – 3/5