MV Lessons: Gugudan’s “Chococo” shows drug use is OK in Korea if directing music videos

Sejeong & The Nuguettes are back with the music video for “Chococo” to teach us all a lesson about Korean society. Basically that despite appearing to be against all kinds of recreational drug use, it’s totally fine to do if you’re a music video director.

Things seemed relatively normal at the start, with Captain Sejeong & The Nuguteers seemingly invoking ‘Charlie And The Chocolate Factory‘ with influences from Red Velvet‘s “Dumb Dumb” music video worked in.

I started to know things were going to go off the rails sooner than later, though.

Why … why is everybody else wearing gloves except the person sticking their finger into the chocolate? Health inspectors are going to be a PROBLEM.

Then comes all the drugs … so much drugs.

Then there’s stuff that makes me need drugs, like this horrifying doll that starts the music video…

…and only gets worse from there.

The doll also uses Sejeong & The Nugucats as slave labor.


Don’t tell me this wasn’t intended and conceptualized while high as fuck.

They are literally dressed as Hershey’s Kisses, like this is a Kyary Pamyu Pamyu music video or something.

Lest you think that’s it, here’s Sejeong being fed chocolate and turning into an astronaut…

…then later she goes Super Saiyan. Like … seriously.

I … this is amazing. It’s definitely random, but the central theme is constant, which ties it together and it strikes a balance between just being manic and being creatively entertaining (and horrifying).


Music Video Lesson: Doing drugs in Korea is the worst thing one can do … unless it’s for the purposes of directing music videos, at which point their society goes with:


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