Kpop Music Video: Day 10
Face by NU’EST under Pledis Entertainment
NU’EST is a 5 member boy band that debuted in 2012. Their name stands for New: Established Style Tempo (which has always confused me, because how can something be new and established at the same time? I digress.) and their fan group name is L.O.Λ.E which comes from the first “letter” of the Korean syllables of their name: 뉴이스트.
Nu’est is not a super famous Kpop band, but then again, rarely are rookies extremely successful on their first album unless they are with one of the three big entertainment companies: SM, YG or JYP. This is their first single off of their first mini album and I like to talk about them because their music and subsequently their music videos are not about girls. That is very different from a lot of the kpop songs because it seems like the equation is ” love song + sadness = money” in the Kpop world. This song (and their other single from this album) focuses on the HUGE bullying problem going on in South Korea. South Korea has traditional teasing and physically picking on students, but they also have a very nasty type of bullying called wang-dda (왕따). Wang-dda is inflicted isolationism, and it’s an extremely effective bullying technique in South Korea because the Korean School day is very long and gets longer as the students get older, and Korean students have all their classes with the students in their homeroom. A student or students will decide to isolate a student that they don’t like and everyone in that class will shun that student for fear of being associated with the pariah. If a student goes to isolated student’s aide, they will also be shunned. This isolationism will follow them in after school activities until the student literally has no friends. What is great about Nu’est is that they made a song to try to inspire students to stand up for themselves and their video is made to spread awareness on this issue.
If you would like more information about Wang-dda, check out Eat Your Kimchi’s TL:DR video on the subject here: