New Kelp City has gray or blue skyscrapers visible from far away. The city, when revealed closer, is messy with broken windows and seedy, dirty streets, including the sign that reads "No Bubbles Allowed by Order of the Bubble Poppin' Boys." Not many people are seen walking in streets and no moving boatmobiles are visible. Blowing bubbles is not allowed in the city because it gives the gang red eyes from a popped bubble. If anyone is seen blowing them, they will get in trouble with the gang.
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For 20 years, a fish, who resembles the mayor of Bikini Bottom, was mayor of New Kelp City. When the Bubble Poppin' Boys gang was established, he could not stop the gang from terrorizing the citizens. When an amnesiac SpongeBob arrives and blows bubbles to citizens of the city, he is fired from many jobs before he is confronted by the Bubble Poppin' Boys. They try to use violence against him, but he quickly escapes, and by blowing a huge bubble that surrounds them and sends them out of the city, defeats the gang.
SpongeBob is officially declared as the next mayor of New Kelp City and renamed CheeseHead BrownPants by the preceding mayor. He makes speeches that bubble blowing will be allowed as long as he is the mayor.
However, after he is tricked into visiting the Krusty Krab, the news anchorman announces that the bubble-blowing policy goes awry when it creates very low visibility in the city. This disrupts the city. A thug on TV then angrily threatens to hurt Mayor CheeseHead BrownPants should he see him again. This causes SpongeBob to decide to stay in Bikini Bottom.
This is an obvious parody of New York City, a city in the United States.