NewJeans faces more controversy for 'mental illness aesthetic' music video

Just five months after its debut, rookie girl group NewJeans has found itself embroiled in yet another controversy — this time due to a questionable concept that uses mental illness as an aesthetic. The music video for the girl group’s latest lead...

In the final scene of NewJeans' latest music video "OMG," member Minji, dressed as a psychiatric doctor, approaches a woman typing a critical comment toward NewJeans’ producers online. Minji tells the woman, “Let’s go,” implying that critical commenters are “mentally ill.” [ADOR]

Just five months after its debut, rookie girl group NewJeans has found itself embroiled in yet another controversy — this time due to a questionable concept that uses mental illness as an aesthetic.

The music video for the girl group’s latest lead track “OMG,” released on Jan. 2, takes place almost entirely in a psychiatric hospital. The five members of NewJeans play the roles of patients in the psych ward, each portraying symptoms of different mental illnesses. Dressed in stereotypical white hospital gowns, members proceed to perform an elaborate dance sequence in the psych ward.

The final scene of the music video shows member Minji, playing a patient who believes she is a psychiatric doctor, approach a woman typing critical comments toward NewJeans’ producers online. Minji tells the woman, “Let’s go,” implying that critical commenters, especially on Twitter, are “mentally ill.”

The music video for “OMG” surpassed 11 million views as of Friday but controversy continues to grow. Some viewers praised the “psych ward concept” as unique, and the final scene as a clever clap back to haters. Others criticize that using a psych ward as the setting — and as something derogatory at the same time — is disturbing.

The positive reaction is stronger among Korean netizens, while there has been more criticism coming from abroad; a notable phenomenon considering that foreign fans are known to be more lenient toward K-pop acts while domestic fans are seen as more scrutinous.

Koreans who are critical of the music video are mainly angry that the producers insulted critical viewers. There is little discussion on why going to a psychiatric hospital is used as an insult in the first place, as Korean society has lagged behind when it comes to a dialogue on mental health.

A scene from NewJeans' music video for "OMG" [SCREEN CAPTURE]

“Koreans already refrain from seeking psychiatric help, fearing that they may be stigmatized,” said Kwak Geum-joo, a professor of psychology at Seoul National University. “I’ve seen cases of patients who refuse to get insurance coverage, worrying how others might perceive them if that medical record is revealed. Or, they don’t seek help at all.

“In this social climate, using ‘let’s go [to a mental hospital]’ as a ridicule, not something supportive, sends out a dangerous message,” she continued, “especially if it’s in pop culture viewed by so many people, including teenagers.”

The controversial last scene is hardly a refreshing take since mental illness, along with other physical disabilities and ailments, has been a staple for derogatory terms in the Korean language. Using illnesses as insults is commonly seen throughout time in other languages too, but Korea has a very expansive range of derogatory terms derived from mental disorders and epilepsy. Labeling critics as “mentally ill people’ and criticism as “seizures,” albeit disturbing, is a well-established part of K-pop lingo.

Among modern Koreans, there has been increased awareness on refraining from such insults. However, society remains largely desensitized to using mental illness terms as ridicule.

A scene from NewJeans' music video for "OMG" [SCREEN CAPTURE]

Prof. Kwak also questioned if using physical disabilities as an aesthetic concept would have been acceptable among Koreans.

“The public would have been outraged,” she said, “and that shows how our society does not take mental illness seriously, unlike physical disabilities. The [video’s] producers seem to have thought of mental illness as a quirky theme that sets NewJeans apart from other singers."

The critical comment shown in the video’s final scene reads, “Am I the only one uncomfortable with the music video’s theme? It would be good enough if an idol group’s music video just showed the member’ faces and choreography.” The comment allegedly alludes to last summer’s controversy surrounding NewJeans' song “Cookie,” which faced backlash for sexualizing the young members.

Min Hee-jin, NewJeans' producer and CEO of ADOR [ADOR]

Currently the CEO of NewJeans’ agency ADOR, Min Hee-jin (who also produced the girl group) has a track record of being accused of presenting minors in an inappropriate manner. She has dismissed such accusations as “groundless.”

“The final scene brings back producer Min’s past behavior and how she responded to controversy in previous cases,” pop music critic Kim Do-heon told the Korea JoongAng Daily. Kim recently wrote a piece critical toward the music video on his blog, which has gone viral.

“It seems like [NewJeans’ producers] refuse to accept any criticism and views the public in a patronizing way,” he said. “And they’re conveying this stance through the girl group’s releases.”

NewJeans' debut song “Cookie” (2022) faced backlash for lyrics that can be interpreted as sexual innuendo. [SCREEN CAPTURE]

Kim added that repeated controversy of this nature is unlikely to help an artist establish an identity of their own.

“Producers are free to convey what they want to say in the works they create,” he said. “However, all of this shifts the spotlight away from NewJeans and more so onto producer Min. The song and NewJeans the group itself becomes heavily associated with her. I doubt this is a good thing for the group long-term.”

For now, the controversy seems to grow — along with NewJeans’ popularity. As of Friday morning, “OMG” ranked No. 2 on Melon Chart. Another recent track by NewJeans, “Ditto,” topped the chart. BY HALEY YANG [yang.hyunjoo@joongang.co.kr]