NewJeans and BABYMONSTER approach the public and fans in a different way compared to other groups NewJeans, who debuted last year, and BABYMONSTER, who are right ahead of their debut, have different starts compared to other K-pop groups.

K-pop idols often hold a debut showcase or press conference to announce their debut. There, they will showcase performances they have prepared, premiere the music video, and express their feelings about the debut, such as excitement and nervousness.

However, NewJeans has never held a separate showcase or press conference since their debut. The girl group debuted on July 22nd, 2022, which is the release date of “Attention” MV, not the album release or their first appearance on a music show.

NewJeans skipped the step of releasing teaser contents, such as photos or videos, in the regular “release process” and introduced their music videos right away.  Known as “Min Hee-jin’s girl group” and “HYBE’s girl group”, NewJeans had enough reasons for the public to pay attention to and their unique strategy succeeded.

Apart from the name NewJeans, it was their good music, cheerful performances, and refreshing visuals that helped the group become viral and captivated the public. Min Hee-jin also said that teasers were to stimulate curiosity but she didn’t feel the need for teasers while preparing NewJeans’s debut. It doesn’t mean NewJeans tried to distance themselves from the public.

Despite not appearing in entertainment programs and having no direct contact with the media, the girls completed all music shows and have attended various events of clothing brands, beauty brands, department stores, music platforms and most recently the LOL World Championship.

The advantage of activities that do not require speeches is they help NewJeans build a luxurious and rare image. However, NewJeans still approaches fans with a more friendly image through fanmeetings and the communication platform Phoning.

YG Entertainment’s new girl group BABYMONSTER will not hold a debut showcase or press conference either. The group plans to release their debut album on November 27th.

BABYMONSTER is YG’s first girl group in seven years since BLACKPINK’s debut. On August 8th, 2016, BLACKPINK held a press conference and met with the media for their debut.

Back then, CEO Yang Hyun-suk attended the event and confidently said, “I tried my best to make the most YG-like girl group”. BLACKPINK did it, but BABYMONSTER won’t hold such an event. As such, many people are making speculations that YG is trying to avoid the media because BABYMONSTER is making their debut as a six-member group without Ahyeon.

In addition, some believe that YG focuses more on the high completeness of the music. In case risks may occur during continuous revision until the official release, a press showcase becomes unnecessary.

Moreover, YG may want to introduce a perfect group so they try to prevent rookies from answering complicated questions of reporters. 

Unlike NewJeans, BABYMONSTER has been steadily revealing teaser content since the beginning of this year.

Although it is different from NewJeans’s strategy, BABYMONSTER still arouses curiosity as they only show refined appearances. Choosing a different method, the two groups still achieved good results.

NewJeans has become popular not only in Korea but also overseas and even won Billboard award in the shortest time among K-pop artists.

BABYMONSTER has exceeded 3.25 million YouTube subscribers even before their debut. Although their strategies reduce the exposure of idol images to the public and create a sense of mystery, they narrow down the distance between the groups and fans.

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Former S.E.S member Shoo (Yoo Soo Young) warmed hearts as she shared a touching moment with her twin daughters—taking them to the same wholesale market where she once worked during a difficult time in her life.

On May 8, Shoo posted several photos on Instagram showing her spending time with her twin daughters, Ra Hee and Ra Yul, at the Dongdaemun wholesale market. In the caption, she wrote, “Did everyone enjoy the holiday? I feel like I made a memory I’ll never forget for the rest of my life.”

The photos showed Shoo and her daughters smiling brightly while eating and shopping together. Her daughters, now visibly grown up, were even seen wearing similar shoes and clothes as their mom.

Shoo opened up about a painful chapter in her past. “When I was struggling, I once sold clothes I got from Dongdaemun with the help of a friend,” she shared. “I used to go there from night to early morning, picking up fleece clothes, hairpins, and shoes, thinking, ‘My kids would love this if I brought them here.’”

Now that her daughters are older, Shoo finally fulfilled that dream. “We laughed so much while shopping. We bought hairpins, socks, and clothes together,” she said. “They’ve grown so much—they can even wear the same things as me.”

Reflecting on the experience, she added, “Memories of my past flashed before my eyes. I told them how I used to work late at night, carrying heavy bags and walking around for 10 hours straight.”

Shoo emotionally concluded, “I was so happy to show my kids the nighttime world I once worked in.”

Fans who remember Shoo’s twins from The Return of Superman were touched to see how much they’ve grown. Shoo, now a proud mom of three, continues to update fans through her TV appearances and social media, showing her strength as both a mother and former idol.

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