"Bubble Gum" is a song by South Korean girl group NewJeans. It was released by ADOR on May 24, 2024, as a B-side on the group's second single album How Sweet (2024). NewJeans began promoting the song on April 27, 2024, through the release of a music video on YouTube. The single album debuted at number one in South Korea.
After debuting in 2022, South Korean girl group NewJeans had their international breakthrough in 2023 with the release of the single album OMG and their second extended play (EP), Get Up.[1] In January 2023, NewJeans entered the Billboard Hot 100 for the first time with the singles "Ditto" and "OMG".[1] In South Korea, "Ditto" became the most successful song of the year, topping the Circle Digital Chart for a record-breaking thirteen weeks,[2][3] receiving numerous accolades,[4] and introducing the breakbeat trend in the K-pop music industry.[5] Released in July 2023, Get Up internationally established NewJeans as one of the most prominent music acts of the year,[6] becoming the group's first entry and number-one on the Billboard 200,[1] selling over two million copies,[4] and being named among the best albums of 2023 by several publications.[6]
Music and lyrics
"Bubble Gum" is a pop, and R&B track containing lyrics in both English and Korean.[7][8]
Controversy
In mid-2024, British jazz-funk band Shakatak accused NewJeans of plagiarizing their 1982 song "Easier Said Than Done" with the group's single "Bubble Gum". In a Letter of Claim sent in mid‑June to Ador, Hybe, the Korea Music Copyright Association, and Sony Music Publishing Korea, Shakatak’s publisher, Wise Music Group, asserted that the songs shared identical rhythms, a distinctive melodic hook, and similar use of electric guitar and bass, with tempos nearly matching (104 BPM vs. 105 BPM).[9][10]
Ador publicly denied the claim, stating that the composers had never heard "Easier Said Than Done" prior to the accusations and thus could not have copied it. Ador requested Shakatak provide a credible analysis report to substantiate the allegations.[11]
On July 19, Shakatak confirmed via social media that Wise Music Group had indeed hired a musicologist to analyze the two tracks and validate the claim.[12] On July 23, Ador released a detailed statement pointing out musical differences—such as chord progressions, tempo, and mood—and emphasizing that the melodic similarity was brief and common in pop music. ADOR also criticized HYBE for mishandling the issue, citing unnecessary dissemination of sensitive information and insufficient coordination between label and agency.[13][14]
As of April 2025[update], there have been no further public developments or resolutions in the dispute. No official analysis report has been made public, nor have claims proceeded to litigation.
Release and promotion
The music video for "Bubble Gum" was released on April 27, 2024.[15] It was directed by Youngeum Lee and gained over six million views in 15 hours.[16][17] In the video, the members are seen enjoying a summer day, blowing bubbles, weaving friendship bracelets, making balloon animals, and playing with soap bubbles and marbles in a variety of settings.[18] A snippet of the Japanese version of "Bubble Gum" became available on April 8, 2024, after being featured on Japanese television in Kao's advertisement for their hair care brand Essential and in the morning showMezamashi 8[ja] as its new theme song.[19][20]
"Bubble Gum" was later released on the single album How Sweet along with the song of the same name; the album debuted at the number one spot on the Circle Chart in South Korea.[21]
Commercial performance
Prior to the official release, "Bubble Gum" debuted at number 15 on Billboard'sHits of the World chart for South Korea and number 166 on the Billboard Global Excl. US in the chart issue dated May 11, 2024.[22][23] The track also topped the popular music video and popular song categories on YouTube Korea.[24]
↑ Kim, Hyun-sik (March 23, 2023). '온 차트가 뉴진스'…'디토' 1위 질주 언제까지?['On the chart is New Jeans'... How long will 'Ditto' run for first place]. Edaily (in Korean). Archived from the original on March 24, 2023. Retrieved March 23, 2023.
↑ Moon, Wan-shik (March 30, 2023). 뉴진스, 12주차 써클차트 2관왕[New Jeans, won 2 awards on the 12th week circle chart]. Star News (in Korean). Archived from the original on March 30, 2023. Retrieved March 30, 2023– via Naver.
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