Gugudan Serves Up Creepy Pop Confection in 'Willy Wonka'-Inspired 'Chococo' Video

gugudan, "Chococo"
Courtesy Photo

gugudan, "Chococo"

Sweet dreams are made of gugudan’s latest music video for “Chococo” from their single album, Act.3 Chococo Factory -- the third in a series that retells famous stories.

“Chococo” is an upbeat electro-pop song built around an airy electric guitar hook. The track becomes catchy through the repetition built around the word “chocolate” -- which only emphasizes the ninesome’s obsession with the treat in the accompanying visual.

This time, Willy Wonka & the Chocolate Factory is the source of inspiration. The video starts off with the girls stare longingly at sweet treats that perpetually seem out of reach -- Mina even has a donut hanging in front of her on a rod.

The video progressively grows surreal as they transform into the treats they crave. At one point, they’re dancing with Hershey’s kisses hats on their heads. Disembodied heads are slathered in chocolate goop, M&Ms project out of mouths and Sejeong goes Super Saiyan amid a backdrop of chocolate bars.

The music video is reminiscent of Red Velvet’s “Russian Roulette” in that it seamlessly blends a cute concept with horror elements -- which is a different flavor now that we’re seeing girl groups like Dreamcatcher take a more serious approach to horror. Meanwhile, Twice’s approach to the genre leans much more on the cute side -- the zombies in “Like Ooh-Aah” never felt threatening. But gugudan’s music video is genuinely unsettling in the way that the giant porcelain doll creeps on the girls -- not to mention that candy explodes out of their heads.

Sadly, member Soyee will be absent from gugudan’s promotions while she recovers from shoulder injuries. She announced in October that she’d be going on hiatus from the group.

Watch the music video for “Chococo” below.

THE BILLBOARD BIZ
SUBSCRIBER EXPERIENCE

The Biz premium subscriber content has moved to Billboard.com/business.


To simplify subscriber access, we have temporarily disabled the password requirement.