Meet NewJeans, HYBE's '00s-Core Girl Group

Everyone is cashing in on the Y2K and early ‘00s nostalgia wave — and K-pop's latest girl group NewJeans_ADOR is no exception.

, the sparkling, brand new girl group by HYBE and its independent label ADOR that’s paying homage to that glitzy bygone era.

Put together by ADOR’s CEO and head producer Min Hee-Jin, NewJeans is the first group to debut on the independent label that’s prioritizing “innovative artist brands and tactics.” For NewJeans, that meant a surprise rollout which included zero teasers of the new music — and keeping the group’s official name and members a secret — ahead of their official debut on Friday, a stark break from the K-pop strategic norm.

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