NewJeans rebrands but faces legal challenge in Korea

K-pop girl group NewJeans is currently facing a legal dispute with their management company, ADOR, after they announced a rebranding to NJZ. Despite the name change, ADOR has challenged its legitimacy, meaning NewJeans remains the official name for now. The conflict began when NewJeans claimed to have terminated their contract with ADOR. They are now pursuing their careers independently and plan to perform at ComplexCon Hong Kong this March, where they will debut a new song. However, performing under the old name while promoting a new identity has raised questions among fans and industry observers. Several major music organizations in South Korea are watching the situation closely. In February, they expressed concern about potential manipulations in the dispute, particularly related to former ADOR CEO Min Hee-jin’s actions. They highlighted that public statements and media campaigns have been used instead of proper legal procedures to resolve the conflict. NewJeans has publicly stated their intent to break away from ADOR, citing broken trust and a lack of response from the company about their contract. They are optimistic about winning their case against ADOR and HYBE, emphasizing that they will continue to pursue their activities abroad. However, their claims are still under examination in court, and the legal battle continues. The first court hearing for ADOR's injunction request took place on March 7, where both sides presented their arguments without reaching a resolution. The K-pop community is now waiting for the court's decision, which could significantly impact the future of NewJeans, ADOR, and the industry as a whole.