Adult fights actually turned into opportunities... Ejins and Newspa, ‘win-win’ with unique friendship narrative

The groups aespa and NewJeans have split into the combined units Aespa and NewJeans and are achieving a win-win by taking on each other's dance challenges.

Espa and New Jeans released dance challenge videos of Espa's new song 'Armageddon' and New Genes' new song 'How Sweet' through various social media such as TikTok and Shorts.

Espa Carina and Giselle held hands with New Jeans Minji and Haerin and danced 'Armageddon'. Also, ‘How Sweet’ was performed by New Jeans Hani and Daniel with Aespa Winter and Ning Ning. As New Jeans' Hyein is taking a break from activities due to an ankle injury, she also missed the dance challenge.

With the creation of four members, Ejins and Newspa, respectively, they caught the attention of K-pop fans by perfectly performing songs and choreography with completely different concepts. 'Armageddon' and 'How Sweet' are songs with completely opposite genres and moods, and are receiving an even better response as they show the different charms of Espa and New Jeans.

In particular, Espa gave New Genes promotional materials produced to promote this album, and as it was also said that New Genes secretly distributed them at the Hive headquarters, the narrative of friendship between the two groups is becoming stronger.

Propaganda in the form of stickers read, ‘In case of an alien invasion, the person who does not listen to #Armageddon will be eaten first’, ‘Receive the energy of Ae Soilleomun Spa at home Armageddon’, ‘Receive the energy of superpowers, an opportunity that will never come again’, and ‘Sharing superpowers.’ It attracts attention as it has phrases such as ‘(Domestic) Espa Super’ written on it.

The reason why their collaboration and friendship narrative is attracting more attention is that the noise that arose ahead of their comeback became an opportunity. Previously, Min Hee-jin, CEO of Adore, who is in conflict with Hive, revealed a message sent by Chairman Bang Si-hyuk. Chairman Bang had previously sent a message to CEO Min saying, 'Can you step on Espa?'

Regarding this, Karina added at the comeback showcase, "We exchanged hearts with New Jeans in the waiting room. We are doing well as good colleagues. There is nothing to worry about." Winter also said, “Rather than thinking about it too deeply, I think I just accepted it like, ‘I guess everything will go well with my first full-length album.’”

Aespa and New Jeans unintentionally formed a competitive structure after an unpleasant story was revealed during an adult fight, but they are setting an example by showing win-win behavior by using this fight as an opportunity to build friendship narratives and collaborate with each other.

Choi Ji-ye, Ten Asia Reporter wisdomart@tenasia.co.kr