Red Velvet's First Japanese Single '#Cookie Jar' Is a Full-Blown Sugar Rush: Watch

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Red Velvet, "Cookie Jar"

Korean girl group Red Velvet sweetened the world up a bit more today (June 21) with the release of their first original Japanese single, “#Cookie Jar.”

The new song fronts Red Velvet’s upcoming album of the same name, which will be released on July 4. Along with “#Cookie Jar,” the group’s first Japanese-language EP will feature two new songs "Aitai-tai" and "'Cause it's you" and Japanese remakes of their past singles, "Dumb Dumb," "Russian Roulette," and "Red Flavor."

Fronted by a groovy bassline and uptempo, twinkling electro-pop melody that recalls last year’s “Rookie,” “#Cookie Jar” sees the quintet returning to their bright, quirky side despite recently veering elsewhere with Korean singles like “Peek-A-Boo” and “Bad Boy.”

Everything about the single leads up to its funky earworm of a chorus. With a sudden drop and taunting delivery of the title, including the hashtag verbally announced in English, the five serve up an addicting, chanting hook, emphasized by exuberant “oh oh ohs." It’s fun, it’s bright, and it’s just what summer calls for.

The music video for “#Cookie Jar” is similarly bubbly, bathing the fivesome in retro looks inspired by the '60s, '70s, and '80s as they discover a magical cookie jar in the woods and, after eating the red velvet cookies, wake up in a neon and pastel house filled with sweets. It wouldn’t be Red Velvet without a touch of magic and a surprise or two, and the clip appropriately features the women brewing up a potion before taking a bite from their sweet treats, only to find out that they’re anything but.

One of K-pop’s most prominent girl groups of this generation ever since their start in 2014 with their debut single “Happiness,” Red Velvet is the best-charting female Korean act on the World Albums chart, where they’ve seen four albums hit No. 1. They’re tied with GOT7 and B.A.P for having the second-most chart-toppers on that chart, while only BTS has seen more. 

Watch the music video for “#Cookie Jar” below.