A Study on the Promotion Strategies of Idol in the Age of the New Media in Girl Group NewJeans

The purpose of this article is to suggest new trends in the idol market and the direction of next-generation K-pop promotion strategies by studying ‘NewJeans’, which has presented a new paradigm for idol promotion strategies in the age of new media. As a research method, based on the theoretical background of existing idol promotion strategies, we will draw out the differences from other groups in the promotion strategy of ‘NewJeans’ through a comparative analysis using statistical data, music charts, and press releases. First, the management philosophy of Min Hee-jin, the CEO of ‘NewJeans’, based on Hegel's dialectic, has set a new trend in the idol market. Second, the active utilization of IP led to effective publicity. Third, through the utilization of the newtro concept, the product was consumed by a wider age group than the main consumption age group of the existing idol industry. This study has practical implications in that it provides a direction for successful promotion cases utilizing new media, and research on new genres that are leading trends in the current generation should be continued based on this study.