Sexualization of minors in KPop: NewJeans’ CEO under fire for ‘inappropriate’ MV scenes

ADOR’s CEO Min Hee-jin is once again under criticism from netizens after KPop group NewJean’s music video went viral for its “inappropriate” and “sexual” scenes involving the young idols.

In one of the most recent visualizers released by the five-piece girl group Cool With You, netizens noticed that the overall concept of the video is unfitting for the members, whose ages range from 17 to 19 years old.

This raises the discussion regarding the sexualization of young Korean idols in the entertainment industry, with netizens arguing that such themes should have been given to older groups.

The music video shows South Korean model and actress Jung Ho-yeon stalking a man who captured her interest. However, this love interest couldn’t see her as she is deemed invisible as per the video’s concept.

While Jung was following the guy in the music video, the members of NewJeans can be seen watching her from various places, cultivating a sense of voyeurism among its viewers.

Courtesy: ADOR | Cool With You music video on Youtube

Some would see the voyeuristic act as harmless at first, especially during the initial scenes in the music video.

But what caught netizens’ attention was the bedroom scene. Jung, dressed in leather, was seen approaching the man she loves and straddling him while he was sleeping. Many assumed it was meant to represent them making love to each other.

Courtesy: ADOR | Cool With You music video on Youtube

At some point in the scene, Jung acknowledged that the group was watching her when she looked at them from the window.

Courtesy: ADOR | Cool With You music video on Youtube

Another scene that raised netizens’ eyebrows was when Jung was seen taking her clothes off. NewJeans’ members were also watching the story unfold from the balcony.

Courtesy: ADOR | Cool With You music video on Youtube

After the release of the music video, netizens went to Twitter to share their frustrations over the alleged sexualization of the young KPop stars.

They pointed out that it was unfitting and uncomfortable to see the young idols watching scenes that were not suitable for their ages.

In some tweets, they expressed their sentiments and voiced their anger towards NewJeans’ CEO for giving the group an ill-suited concept the second time around.

One user said that although this new record from the group was definitely a good song, they found the visualizer disturbing and “so creepy considering how young they are.”

Another Twitter user said Min should have waited several more years before giving NewJeans this kind of concept.

The first time she received criticism was because of another NewJeans hit song Cookie. Some parts of the lyrics were said to be regrettable and shouldn’t be included in a song performed by young girls.

“I’ll melt your heart away

So good, yeah

Looking at my cookie

Do you ever smell it different? (Taste it)

What’s with a bite isn’t enough?”

Despite netizens’ fury over the visualizer, it seems that ADOR wouldn’t be putting the Cool With You music video down, especially now that it has garnered over 7.2 million views on Youtube since its release on Wednesday, July 19.

Min and ADOR have yet to release a statement on this matter.