NewJeans rebrands as NJZ, trademarking new identity

NewJeans has brand-new plans as they complete the trademark registration for their new name, NJZ. This change comes amid ongoing legal issues with their former agency, ADOR. The group is set to debut their new identity at ComplexCon Hong Kong with a special performance. The members, Minji, Danielle, Hyein, Haerin, and Hanni, filed for the NJZ trademark on February 6, 2024, through their legal team at Sejong Law Firm. They registered the trademark under 10 categories, which include advertising and merchandise sales. The items covered by the trademark include CDs, clothing, and even furniture. The group aims to keep part of their identity as NewJeans while moving forward with NJZ. Despite their rebranding efforts, NewJeans is facing legal challenges. Their former agency, ADOR, claims that the group's exclusive contract is still valid until July 2029. In December 2024, ADOR filed a lawsuit to confirm this contract. They also requested a court order to stop NJZ from signing advertising deals without permission. The legal case is ongoing, and both sides are presenting their arguments in court. Even with these challenges, NJZ is promoting their new brand. They've changed their social media handle to @njz_official and introduced a new logo. Fans, known as Bunnies, are eagerly awaiting NJZ's first performance at ComplexCon, scheduled for March 21-23.