It was released on May 10, 2017 via YG Entertainment, as the lead single from the musician's eighth studio album, 4X2=8.

Illustrated covers of tracks number 1 to 5 from the album, including "I Luv It", "New Face", "Last Scene", "Love" and "Bomb", were revealed by Psy on May 8, 2017.

It featured South Korean actor Lee Byung-hun, as well as Japanese comedian Daimaou Kosaka, who wore the same costume in the music video for "PPAP".

[2] In a press conference, Psy said "Pikotaro (Daimaou Kosaka) thanked me through YG Entertainment Japan branch.

'"[3] The song topped the "Billboard + Twitter Trending 140" chart after its release, "New Face" also occupied the second place.