Popular K-pop group NewJeans has been making headlines since 2024 - but not for their music, concerts, or new brand deals. Instead, the attention stems from their ongoing legal battle with their agency, ADOR, a sub-label under HYBE.
In a major development, the group recently chose not to appeal a court decision that dismissed their objection to a previously granted injunction. This move signals a shift in legal strategy, as NewJeans now turns its full attention to the central lawsuit over the termination of their exclusive contracts with ADOR.
Until the matter is resolved, the group remains on hiatus and cannot take on any new brand deals without ADOR's approval. The longer the legal dispute drags on, the longer the hiatus will last〞and their absence is being felt not only by fans but also across the advertising and fashion industries.
While music and industry experts continue to agree that NewJeans' unique charm and cultural influence remain unmatched in K-pop, the commercial landscape around them is clearly starting to shift.??
With the group's activities on pause, many advertisers are now viewing their absence as a liability. Brands that once aligned closely with NewJeans are now turning to new faces:?
- Stray Kids have replaced NewJeans as global ambassadors for Pepero, ending the girl group's two-year partnership with the brand.
- NMIXX＊s Oh Haewon was named the new exclusive model for Coca-Cola.
- Rising group MEOVV took the spotlight in Nike's After Dark Tour Seoul 10K, a campaign previously associated with NewJeans.
- Stonehenge continues to sell items from its ※Lucky You§ collection but has quietly removed NewJeans＊ imagery from its homepage.
- Shinhan Bank did not renew its contract with the group after it expired in December 2024.
- Minji is no longer listed as a Chanel ambassador, and other fashion brands have reportedly begun scouting for replacements.
The group's absence is also reflected in digital metrics. Google Trends data showed a significant decline in searches for NewJeans - especially in Japan, where interest dropped sharply following the announcement of their hiatus in March.?
Meanwhile, as NewJeans' absence continues, other artists are seizing on it. aespa recently released a performance video titled Dirty Work?that was fully shot on the iPhone 16 Pro, a notion similar to NewJeans' viral ETA?MV, implying a shift not only in brand relationships, but also in cultural influence.
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