With new groups emerging nearly every few months, the K-pop industry is a cut-throat and fast-paced industry.
Few groups have risen as quickly and shone as brightly as NewJeans, catching the attention of many worldwide. Major industry names like Vogue have called them the “It-girls of K-Pop”.
Debuting in 2022 under ADOR, a subsidiary of HYBE, the five-member girl group consisting of members Minji, Hanni, Danielle, Haerin, and Hyein captivated audiences worldwide with their fresh sound and Y2K-inspired aesthetics.
They quickly climbed the charts with their debut single “Attention”, followed by hits like “Hype Boy” and “Cookie”, establishing them as young but incredibly formidable forces in the industry.
Once The It-Girls Of K-Pop
Source: Levi Strauss & Co
Their debut EP made NewJeans the fastest K-Pop act to receive a billion streams on Spotify, and their following album “Get Up” topped the Billboard 200 Chart in 2024, a rare feat for a K-Pop girl group.
Their title was further cemented with major collaborations with global brands like Levi’s and Coca-Cola.
Growing Tensions Behind-The-Scenes
Despite their public success, internal tensions began to grow in late 2024.
NewJeans accused their managing company, ADOR, of mistreatment and manipulation, leading to a highly publicised dispute.
The situation escalated to the members wanting to terminate their contracts due to a “breakdown of trust” and alleged workplace harassment.
One of the main reasons for their dissatisfaction included the dismissal of their mentor, Min Hee-Jin, from her role as CEO at ADOR.
Min-Hee-Jin’s controversial nature adds more fuel to the fire. Fans were split between siding with NewJeans due to the close relationship the group had with her and being objectively against the former CEO’s questionable workplace behaviour.
In March 2025, the former CEO of ADOR was fined by the Ministry of Employment and Labour for workplace bullying.
Legal Battles And NewJean’s Rebranding
Source: Bloomberg
To assert their independence and stand by their decision to leave ADOR, the members rebranded themselves as NLZ and performed a comeback at ComplexCon in Hong Kong.
In response, HYBE and ADOR pursued legal action, resulting in a court injunction that prohibited the group from engaging in independent activities.
The court ruled that their exclusive contracts remained valid, effectively halting their rebranding efforts.
Amid this controversy, many have criticised ADOR and HYBE for their mishandling of NewJeans.
Renowned South Korean composer and producer Yoon Il Sang spoke in a video titled “Speaking Up! Thoughts on the NewJeans Controversy and Insider Stories of the K-pop industry”.
He said, “It truly saddens me to see them in this situation. One day, they may look back and regret their current actions, but that realization only comes with time. That’s when adults should offer guidance. Yet I can’t help but wonder if the adults around them are managing things with their own interests in mind.”
Yoon expressed his frustration over ADOR’s handling of the situation, saying, “If I truly cared about an artist, I would never let them speak out publicly like this. I would step up and speak on their behalf. It’s heartbreaking to watch them carry the emotional and professional burden. That’s what companies are for.”
NewJeans Hiatus And Industry Implications
Due to their legal setbacks, NewJeans announced their indefinite hiatus in March 2025, citing the need to respect the court’s decision and protect their well-being.
NewJeans’ debacle has sparked broader discussions about artist rights and labor practices within the K-pop industry.
The group’s situation highlights the challenges artists face in navigating the complex dynamics between creative expression and corporate control.
One such instance was member Hanni’s testimony at the National Assembly about her experiences with workplace harassment.
Fans filed a petition on behalf of Hanni. However, it was rejected due to the controversial reason that artists are not legally classified as workers under the law.
The Future Of NewJeans
Looking ahead, the future of NewJeans remains uncertain as legal battles continue.
Their case has brought renewed attention to the need for industry reform, sparking widespread discussion on how to better protect artists’ rights, their independence, and well-being.
As fans and industry observers await the outcome, NewJeans’ journey serves as a poignant example of the highs and lows inherent in the pursuit of stardom.
Related To K-pop:
Why People Hate K-pop (And Why They Should Not)
Top 101 Korean Songs The World Is Listening To (Karaoke/KTV List)
