NewJeans began promoting in the country in April 2024, by announcing a fan meeting, opening pop-up stores in partnership with Kao and Shibuya109, having "Right Now" be featured in advertisements ahead of the official release, and teasing collaborations with Japanese artists Takashi Murakami and Hiroshi Fujiwara.

[3] After debuting in 2022, South Korean girl group NewJeans had their international breakthrough in 2023 with the release of the single album OMG and their second extended play (EP), Get Up.

[4] In South Korea, "Ditto" became the most successful song of the year, topping the Circle Digital Chart for a record-breaking thirteen weeks,[5][6] receiving numerous accolades,[7] and introducing the breakbeat trend in the K-pop music industry.

[8] Released in July 2023, Get Up internationally established NewJeans as one of the most prominent music acts of the year,[9] becoming the group's first entry and number-one on the Billboard 200,[4] selling over two million copies,[7] and being named among the best albums of 2023 by several publications.

"[11] On March 27, 2024, ADOR announced that NewJeans would release two double singles in 2024: "How Sweet" and "Bubble Gum" on May 24 and "Supernatural" and "Right Now" on June 21.

[21] The following day, NewJeans released a series of photos on social medias, announcing a collaboration with Japanese designer Hiroshi Fujiwara on a line of apparel and accessories, including T-shirts, hats, bandanas, and bags, which became available in pop-up stores in South Korea and Japan in June 2024.

It was later announced on July 12, that the single will also be released in Korean and that the group will begin promotions with all five members as HyeIn returns from injury.