Why doesn't New Jeans get "cute concept" treatment?

newjeans isn't exactly a cute concept though.

They aren't exactly trying to act cutesy like when a group is doing a cute concept. And their dance style doesn't scream cute rather it's fun.

Ok thats just a lie. Upon debut they were dragged for their concept being too youth-oriented. Ik that bc I was here and contributed to it, also on twitter gross people keep making weird connections with how newjeans wears minimal makeup to look more like kids or whatever

I never considered Twice's concept to be "cute" either. I will use cute to describe Twice sometimes because it's what I figured people understand and no further explanation is needed on my end but I've seen some really girly concepts like GFriend and I don't think Twice falls into the same.