# Yayaya

"Yayaya" is a single recorded by South Korean girl group T-ara, released on December 1, 2010. The song peaked at number five on the Gaon Chart, marking T-ara's tenth top-ten entry. It also emerged as one of the best-selling singles released in 2010, amassing approximately 1.5 million downloads. Due to the bombardment of Yeonpyeong earlier that November, the release and promotion for the single along with the album were delayed.

## Background and release

Concept photos promoting the single were released on November 22, 2010. The release was delayed until December 3, 2010, due to the bombardment of Yeonpyeong earlier that November. "Yayaya" was released as the second single for Temptastic on December 1, 2010. The choreography was done by YAMA&HOTCHICKS dance studio, who choreographed some of T-ara's previous hits, including "Bo Peep Bo Peep" and "You're Driving Me Crazy" and "Why Are You Being Like This?". Both "Yayaya" and "Ma Boo", a side-track on the EP, were supposed to be Coed school's debut songs.
On October 10, 2012, "Yayaya" was featured on T-ara's first greatest hits album, T-ara's Best of Best 2009–2012: Korean ver along with its music video on the DVD set.
On oOctober 14, 2011, EMI Records, T-ara's former Japanese label, announced that "Yayaya" will be recorded and released in Japan later that year. On November 30, 2011, "Yayaya" (Japanese Ver.) was released as T-ara's second single in the country. Digitally, it was released on Recochoku on November 29, 2011. It was later re-released on the group's second Japanese album Jewelry Box. The song was also featured on T-ara's first Japanese greatest hits album Queen of Pops on July 2, 2014.

## Composition

"Yayaya" is the work of composer E-Tribe, who composed Lee Hyori's "U-Go-Girl" and Girls' Generation's "Gee". It is described as a track with an addictive melody, engaging lyrics, and a distinctive arrangement. The composition is noted for its fresh and unique approach, uncommon in typical arrangements. The repetitive onomatopoeic phrases were designed as a "riddle format" to intrigue listeners and enhance the song's appeal.
In a statement regarding the abstract lyrics, E-Tribe explained: "I used the hook technique to turn the song into a sort of riddle. I wanted the unique expressions to arouse the curiosity of listeners. [...] I wanted to express the unique music through lyrics that sounded like a spell. Please don't misunderstand it and just enjoy the exciting music."

## Music video

Unlike T-ara's previous releases, "Yayaya" had no teaser. The song's official music video premiered on December 1, 2010, the same day as the album's release, on South Korean media player GOMTV. It was directed by Cha Eun-taek. The music video features costumes and gestures (patting their hands over their mouths, finding a young man (No Min-woo) who crashed there and tying him to a stake, and living in teepees). It wasn't until November 27, 2013, that the music video was officially released on YouTube, licensed by 1thek.

## Promotion and live performances

Promotions were postponed following the Yeonpyeong bombardment. Furthermore, Eunjung's knee injury added to the disruptions, further complicating their promotional activities. T-ara began promotions for their "Yayaya" on December 3, 2010, on KBS's Music Bank. During this promotional period, T-ara's initial performance outfits failed dress regulations enforced by the music programs twice, due to short shorts or skirts worn by the group. Their staff was forced to rush out and purchase stockings or leggings at the last minute. Promotions were swiftly redirected to highlight the title track, "Why Are You Being Like This?". Afterwards, the song became a staple on the setlist for most T-ara tours and concerts, including tours for Jewelry Box, Treasure Box, and the T-ara Great China Tour, among others.

## Reception
### Critical reception

"Yayaya" received mixed reactions due to its unconventional concept and lyrics. In a review by Jeong Ho-jae, a critic from the newspaper The Dong-A Ilbo, He describes it as featuring addictive hooks, experimental arrangements, and enigmatic lyrics that embody audacity and creativity. While praising "Yayaya" for its unique approach and striking visuals, including Indian-inspired costumes, he critiques the excessive use of electric sounds, chaotic structure, and reliance on the "hook song formula". The choreography and performance style, although engaging, drew mixed reactions and sparked memes, illustrating the risks associated with pushing creative boundaries. In a more positive review, Young-woong from StarNews praises the song's sophisticated feel, highlighting the tension created by jungle-like Indian sounds and mechanical vocals over a fast drum beat. She notes the addictive chorus and easy-to-follow lyrics, enhanced by autotune for a polished vibe. She also highlights the alternation between the members' cute and sexy voices, combined with the rap in the bridge, which adds energy to the track. She further notes that the lyrics, expressing a girl's emotions in love, and the repetitive hooks intensify the excitement, making it a standout dance song.
The Dong-A Ilbo examined it as either a bold experiment or a misstep in K-pop evolution, praising its energy and bold concept while acknowledging its polarizing reception. He remarked that, despite the criticism, the track solidified T-ara's reputation as innovators. In 2021, KKBox Hong Kong included "Yayaya" in their list of the Best classic K-pop songs of 2010 praising its style and dance. In 2024, the song was included on NME's best T-ara songs list.

### Commercial performance

"Yayaya" peaked at number five on Gaon chart. It was also one of the best-selling singles released in 2010 with approximately 1.5 million downloads. On December 12, 2010, broadcast of Mnet's M! Countdown, "Yayaya" won the first place spot. In Japan, the single debuted at number seven on Oricon's Weekly Singles chart selling over 31,000 copies. It charted 15 weeks. It also peaked at number six on the Billboard Japan Hot 100. Digitally, the song peaked at number 33 on RIAJ Digital Track Chart.

## Charts

Weekly chart peaks for "Yayaya" :
| Chart | Peak position |
| South Korea (Gaon) | 5 |
| Japan (Oricon) | 7 |
| Japan (Japan Hot 100) | 6 |
| Japan Digital (RIAJ) | 33 |

## Sales

Sales for "Yayaya" :
| Country | Sales |
| South Korea | 1,500,000 (Digital) |
| Japan | 45,000 (Physical) |

## Awards and nominations

Music show wins :
| Program | Date | Ref. |
| M Countdown | December 16, 2010 | |

## Release history

| Country | Date | Album | Distributing label | Format |
| South Korea | December 1, 2010 | Temptastic | Mnet Media | Digital download |
| Japan | December 1, 2010 | Yayaya | EMI Records | Digital download, CD |