Bubblegum Pop: that most divisive yet central of K-pop genres. A fleeting glance at fourth and fifth generation K-pop might make you think that Bubblegum had lost its shine, if not died out completely. But look again and you’ll see a wave of new wave Bubblegum. What sets today’s sparkling pop apart from previous years is a certain extra something: bubblegum plus sophistication, or irony, or just a bit of spice.
Bubblegum with a twist isn’t entirely new. Kara come to mind as an early pioneer. There are also still torchbearers of more classic Bubblegum (NCT Wish and TWS, here’s looking at you!). But it is striking how quietly popular ‘Nouveau Bubblegum’ is today, and interesting that many of the groups featured here would probably not describe their music in that way, at least publicly. “Bubblegum” might be a word tinged with old-fashioned connotations, but the style and substance are here to stay — and continuing to evolve in exciting ways.
