NMIXX: Four Days of Haewon Short-Cut Buzz, 171 Uploads in 90 Days on the Official Channel
Key Takeaways
- · NMIXX 공식 채널은 최근 90일 동안 영상 171편을 올려 하루 평균 1.9편의 밀도를 유지했습니다
- · 쇼츠 95편 평균 38.6만 회, 롱폼 76편 평균 41.2만 회로 두 포맷의 조회수가 동등합니다
- · 인기 영상은 5월 11일 발매 'Heavy Serenade' 사이클의 다큐 3부작과 퍼포먼스 영상이 채웠습니다
- · 최근 90일 광고 영상은 2편, 확인된 브랜드 협업은 aT(한국농수산식품유통공사) 1건으로 광고 지분이 얇습니다
- · 해원 숏컷 같은 대중 화제는 채널 밖에서 발생하고, 공식 채널은 그 화제를 받아내는 수신처 역할을 합니다
On her way to Kaohsiung, NMIXX's Haewon revealed a short haircut for the first time since her debut, and the fandom stirred. Haewon explained directly that she "cut it to trim damaged hair," and outlets including Insight covered the episode intensively from July 10 to 13. Yet the buzz ultimately flows into one place: the official NMIXX YouTube channel with 4.64 million subscribers. Based on Dhesy-collected data, the channel uploaded 171 videos over the last 90 days. That is 1.9 videos per day on average.
Four Days of a Haircut Story: From Airport Debut to Explanation and Wavy-Hair Return
With coverage running from July 10 to 13, the episode took only four days to run its course. Haewon unveiled her first-ever short cut on July 9 while departing for the Kaohsiung stop of NMIXX's first world tour 'EPISODE 1: ZERO FRONTIER.' As fans voiced concern, she said directly, "I cut it to trim damaged hair; I won't perform with this hairstyle on stage," and later returned to wavy hair. On July 13, Insight described the arc as a "short-cut happening followed by a return to wavy hair."
Because she had kept long, straight hair since debut, the reaction was wide, and the fondness of fans who had cheered for the short cut kept coverage going for four days. Buzz that starts at the airport turns into searches, and searches turn into views on the official channel. How that receiving end operates is the subject of this article.
Where the Buzz Lands: 171 Videos in 90 Days on a 4.64M-Subscriber Channel
As of July 2026, the official NMIXX channel has 4.64 million subscribers and 1,832 videos in total. Based on Dhesy data, 171 videos were uploaded in the last 90 days, with 95 Shorts and 76 long-form videos running side by side. Here is the channel's skeleton in one table.
| Metric | Figure (Dhesy data, last 90 days) |
|---|---|
| Subscribers | 4.64M |
| Total videos | 1,832 |
| Uploads in last 90 days | 171 (1.9 per day on average) |
| Shorts / Long-form | 95 / 76 |
| Average Shorts views | 386K |
| Average long-form views | 412K |
| Sponsored videos (90 days) | 2 |
Upload density and the balance between the two formats form the backbone of the operation. The content filling that density falls into three pillars: the vlog series MIXX Log, member-focused original Shorts, and documentaries released with each comeback cycle.
MIXX Log, Cited as a Flagship Case of Idol Self-Produced Content
MIXX Log is the signature vlog series of this channel with 4.64 million subscribers. Korean outlet Etoday named NMIXX's 'MIXX Log' alongside SEVENTEEN's 'GOING SEVENTEEN' and LE SSERAFIM's 'LENIVERSE' as flagship examples of idol self-produced content that shows members outside official promotions.
The episodes lean into daily life: Sullyoon's Lunar New Year vlog with holiday cooking and a PC-cafe visit with a friend, members' Tokyo travels, and pop-up store visits. Fan blogs review these videos scene by scene, which shows how densely the fandom consumes the series. When buzz is created at airports or on broadcasts, this series is where fans catch up on the members' everyday lives.
95 Shorts and 76 Long-Form Videos: Two Equal Pillars Even in Average Views
Based on Dhesy-collected data for the last 90 days, Shorts averaged 386K views and long-form videos averaged 412K, with almost no gap. The channel's Shorts are not derivative clips cut from longer videos; they center on member-specific challenges and selfie-style originals, so they can be compared with long-form on equal footing.
최근 90일 쇼츠 vs 롱폼 평균 조회수
* Source: Dhesy
On many channels Shorts serve as trailers for long-form videos, but here they are an independent pillar. In fact, the most-viewed video of the last 90 days was a Short: by Dhesy's count, Sullyoon's original Short released on April 17 leads with 4.57M views, followed by a Sullyoon-and-Bae Short from June 9 at 3.43M.
This is where the formula shows: a short original built around a single member reaches beyond the fandom.
Two Months of Heavy Serenade Filling the Top Videos
The cycle for the fifth mini album 'Heavy Serenade,' released on May 11, 2026, filled most of the channel's top videos in the last 90 days. The title track was written by Hanroro and blends trance, acid, and drum-and-bass elements, reaching the low teens on the Musician100 monthly chart.
The top five videos by views, tallied as of July 2026, reveal how the comeback cycle was arranged.
| Video | Format | Release date | Views |
|---|---|---|---|
| Sullyoon original Short | Short | Apr 17 | 4.57M |
| 'Heavy Serenade' Performance Video | Long-form | May 12 | 3.61M |
| Sullyoon and Bae Short | Short | Jun 9 | 3.43M |
| 'Heavy Serenade' Stage Practice | Long-form | May 13 | 2.18M |
| Documentary 'THE FIRST NOTE' CHAPTER 01 | Long-form | May 4 | 2.00M |
In the week around the release, the performance video, stage practice, and dance practice were rolled out back to back, and just before the release, a three-part documentary was published on three consecutive days from May 4 to 6.
다큐멘터리 3부작 조회수 (5월 4일부터 6일까지 연속 공개)
* Source: Dhesy
In the same tally, Episode 1 of the comeback reality show 'MIXX SERENADE' also added 1.25M views to the cycle. One album release fills two months of the channel's top-video list with documentaries, practice videos, and reality content.
A Thin Ad Share: One K-Food Collaboration with aT
Relative to the volume, the ad share is thin. Based on Dhesy data, only 2 of the 171 videos in the last 90 days were sponsored, and the one confirmed brand collaboration is with Korea Agro-Fisheries & Food Trade Corporation (aT). According to Newsis, aT partnered with NMIXX to expand K-food consumption in Europe, and a video introducing tteokbokki, hot dogs, and hotteok was published on the official channel on June 6.
The collaboration entered the channel not as a product review but as a piece of content in which members mix and taste Korean street-food menus. That advertising stays this small on a channel uploading more than once a day signals where the operation's priority lies: self-produced content for fans.
Kaohsiung, Where a Postponement Had Been Announced, and the Next Cycle Heading to Hong Kong and Japan
The first world tour 'EPISODE 1: ZERO FRONTIER' opened at Incheon's Inspire Arena on November 29 and 30, 2025. On July 10, JYP Entertainment announced the postponement of the Kaohsiung show due to a typhoon, and according to Top Star News, the tour will wrap up with shows in Hong Kong and Japan.
There are limits to extrapolating from this channel's numbers. The volume of more than one upload per day and the parity between Shorts and long-form views may reflect circulation within the fandom. The short-cut buzz itself arose outside the channel, at the airport and in the press, and the official channel acted more as a receiver of that attention.
Even with that caveat, the watch points are clear. In the coming quarter, as the first world tour wraps in Hong Kong and Japan, the three pillars of documentaries, MIXX Log, and member-focused Shorts are likely to repeat with each comeback cycle, sustaining the pace of more than one upload per day.
FAQ
Q. Who are the members of NMIXX?
NMIXX is a six-member group under JYP Entertainment: Lily, Haewon, Sullyoon, Bae, Jiwoo, and Kyujin. Haewon is at the center of the recent short-cut buzz, and Sullyoon fronts the most-viewed Short of the last 90 days (4.57M views by Dhesy's count).
Q. What schedule has been announced for NMIXX's first world tour 'EPISODE 1: ZERO FRONTIER'?
'EPISODE 1: ZERO FRONTIER' began at Incheon's Inspire Arena on November 29 and 30, 2025. The Kaohsiung show was postponed on July 10 due to a typhoon, and the tour is scheduled to conclude with performances in Hong Kong and Japan.
Q. When was NMIXX's latest album 'Heavy Serenade' released?
It is the group's fifth mini album, released on May 11, 2026. The title track was written by Hanroro and reached the low teens on the Musician100 monthly chart. For two months after release, content from this cycle filled the top of the official channel's popular videos.
Q. Does Sullyoon have a personal Instagram account?
No officially announced personal account has been confirmed. Member updates are posted through the team's official accounts and the official YouTube channel with 4.64 million subscribers, and Sullyoon's daily life can be seen in the MIXX Log vlogs.
Methodology: Based on 1,832 NMIXX official channel videos collected on the Dhesy platform, focusing on 171 uploads from the last 90 days. Sponsored-video counts follow Dhesy's sponsorship-identification data and exclude collaborations outside the collection scope. Analysis period: 2026-04-15 to 2026-07-14. Data source: Dhesy External sources: Insight, Etoday, Newsis, Top Star News Last updated: 2026-07-14