How NewJeans’ Rebrand as ‘NJZ’ Ended Up in the Courts — and Why the K-Pop Industry Is Speaking Out
After declaring themselves free of their contract and moving forward with a new name, the group was hit with a legal challenge from HYBE/ADOR. Now, the issue is in the court's hands.
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For over a year, the K-pop industry has been embroiled in a heated debate over the girl group NewJeans. In fact, even the name “NewJeans” has become a point of contention following the group’s announcement in February that they would be rebranded as NJZ. However, their management company, ADOR, has disputed the legitimacy of this name change. While the group has requested to be referred to as NJZ, no legal ruling has been made on the matter, leaving the existing contract intact. As a result, from a legal standpoint, NewJeans remains the more accurate designation for the time being.
Amid ongoing legal uncertainties, NewJeans is moving ahead independently. This March, the group is scheduled to perform at ComplexCon Hong Kong, where they are reportedly debuting a new song. This move appears to be an attempt to further establish their rebranded identity as NJZ. After all, performing NewJeans’ hit songs while adopting a new name could be seen as contradictory.
Music organizations and associations in Korea are closely monitoring the NewJeans situation. In February, five major organizations — the Korea Management Federation, Korea Entertainment Producers’ Association, Record Label Industry of Korea, Recording Industry Association of Korea and the Korea Music Content Association — issued a statement expressing concerns over NewJeans and former ADOR CEO Min Hee-jin’s independent activities. Their primary issue is “tampering,” with suspicions that Min has been attempting to remove NewJeans from ADOR.
The statement from the five organizations reads, “For the past 10 months, we have observed a growing trend, in which certain parties attempt to resolve private disputes through media campaigns and unilateral public statements instead of proper negotiations or legal procedures, including former ADOR CEO Min Hee-jin’s press conferences, NewJeans member Hanni’s appearance at a National Assembly audit, and the group’s independent activities.”
NewJeans fans argue that these five organizations are merely echoing ADOR/HYBE’s stance. However, the key issue at hand is their emphasis on the importance of “adhering to legal processes.”
At a press conference on Nov. 28, 2024, NewJeans members announced that “their contract with ADOR would officially end at midnight on November 29th.” They stated, “We have had enough conversations and sent certification of content, but there were no responses during that time. As ADOR and HYBE have breached the contract, we are terminating it.”
Since then, NewJeans has continued its individual actions and reiterated its stance in interviews with foreign media. In a CNN interview last month, the group emphasized, “We have completely lost trust in ADOR. We believe we will win this battle against HYBE and ADOR.” Through Japan’s TV Asahi, a subsidiary of Asahi Shimbun, they stated, “Right now, there are very few media outlets in Korea that carry our voices. Instead of letting that discourage us, we will enjoy our activities.”
International fans who have closely followed NewJeans’ statements may be more inclined to side with the group. However, with both the lawsuit verifying the validity of their claims and the injunction application still ongoing, their assertions remain one-sided. In this context, foreign media that present NewJeans’ perspective without providing balanced coverage of the ongoing legal dispute risk spreading misinformation.
NewJeans and ADOR remain deeply divided, locked in a tense standoff. On March 7, the Seoul Central District Court held the first hearing on ADOR’s provisional injunction request to “maintain the status of agency and prohibit the signing of advertising contracts.” Both parties presented conflicting arguments and failed to reach a resolution.
As a result, it is challenging to take a definitive stance between ADOR or NewJeans. The most prudent thing to do right now is to wait and see how the court reaches its decision, based on the various claims and substantial evidence presented by both parties.
This is precisely the position shared by the five music industry organizations in Korea. On Feb. 27, they held a press conference titled, “Let’s Keep a Promise: Without Record Producers, There is No K-pop!,” where they declared:
“No one can confirm the cancellation of a contract before the court’s judgment, and we must all accept the legal outcome, whatever it may be. This is the only way to protect our industry amid conflict and dispute.”
For now, the K-pop community watches and waits for the court’s decision — a ruling that could have lasting implications for NewJeans, ADOR and the entire industry.
This article was written by Austin Jin and originally appeared on Billboard Korea.
