🔗 2025-03-28 DMN, “NewJeans vs. ADOR: The K-Pop Battle That Could Change Everything”

Note: This article was originally written in English but was subsequently deleted. The following is a re-translation from a Korean version of the original text. Some expressions may differ from the original English article.

NewJeans vs. ADOR: The K-Pop Battle That Could Change Everything

In the fast-paced world of K-pop, where image and control dictate everything, one group is now making headlines for “all the right and wrong reasons.” That would be chart-topping sensation NewJeans. They are currently embroiled in a fierce battle with their former agency, ADOR. But this isn’t just a contract dispute. It’s an all-out war over creative freedom, identity, and justice—against an industry that often silences artists’ voices.

If you’ve been following this saga, you know it’s been a rollercoaster. Allegations of mistreatment, court rulings, and even a rebrand—NewJeans, now operating under the name NJZ, is standing their ground as boldly as their music. So what exactly is going on? Why is this group, once hailed as K-pop icons, now fighting against the very agency that made them stars? Let’s dive into the details, the conflicts, and the essence of this industry-shaking resistance.

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NewJeans Under ADOR: The Rise and Fall

First, a quick recap for those new to this story. NewJeans debuted in July 2022 under ADOR, a subsidiary of HYBE. Consisting of Minji, Hanni, Danielle, Haerin, and Hyein, the group became a global phenomenon almost instantly. Their debut track “Attention” was an immediate hit, and by 2023, they were dominating charts worldwide, even landing on the Billboard 200. With their nostalgic yet fresh sound and style, they became the new face of K-pop.

But behind the scenes, problems were slowly surfacing. In April 2024, cracks began to show when HYBE announced an internal audit of ADOR. The reason? Allegations that then-CEO Min Hee-jin had attempted to seize control of the company. Min Hee-jin refuted this, claiming that HYBE had copied NewJeans’ concept for another group, ILLIT, and exposed the mistreatment of artists under the label. Ultimately, in August 2024, she was dismissed from her CEO position. And that’s when NewJeans decided to join the fight.

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The Turning Point: Contract Termination and Legal Battle

Fast forward to November 2024. NewJeans sent an official notice to ADOR stating that if contractual violations were not rectified within 14 days, they would terminate their contract. The group alleged manipulation, deliberate miscommunication, and even workplace bullying, refusing to back down. Particularly shocking was Hanni’s testimony. She revealed that a manager had instructed members of another group to “ignore her.” It was a jaw-dropping moment.

Then, on November 28, 2024, NewJeans held an emergency press conference and announced their split from ADOR effective midnight. They made it clear: “This is a unanimous decision by all of us, and we are done.” But ADOR wasn’t about to let them go so easily. ADOR disputed the contract termination, claiming there had been no breach of contract, and stated their intention to continue working with the group.

The dispute eventually went to court. In March 2025, the Seoul Central District Court ruled in favor of ADOR. It granted the injunction request prohibiting NewJeans from engaging in independent activities—such as releasing music or signing advertising contracts. This ruling was a major blow to the group, but they did not back down. They rebranded as NJZ and announced their intention to appeal. After their ComplexCon Hong Kong performance, they announced a hiatus. At the time, Hanni said with a trembling voice, “This might be our last stage for a while.”

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The Root of This Resistance: Control and Identity

So why did NewJeans—or NJZ—make such a bold choice? The core issue isn’t just about contracts. It’s a fight over creative, personal, and professional control. The group raised specific issues and demands regarding the oppressive environment under ADOR:

1. Clarification on the HYBE Report → They claimed that a report prepared by HYBE contained content to the effect of “abandon NewJeans and start fresh.”
2. Apology for Hanni → They claimed that a manager instructing another group to “ignore” Hanni constituted clear workplace bullying.
3. Replacement of the Head of PR → There were indications that NewJeans’ achievements were deliberately downplayed or disparaged, and they demanded personnel action accordingly.
4. Deletion of Unauthorized Content → They demanded the deletion of photo and video content used without the members’ consent.
5. Correction of Album Sales Practices → They believed that certain unfair practices had affected album performance and demanded improvements to sales practices.
6. Preservation of Original Concept and Identity → They demanded assurance that group activities would properly reflect NewJeans’ original color and identity.
7. Resolution of Conflict with Director Shin Woo-seok → There had been conflict with Director Shin Woo-seok regarding music video production, and they demanded action from the company.
8. Return of CEO Min Hee-jin → They determined that Min Hee-jin was a core figure in the group’s identity and that her unjust removal by HYBE was a major cause of the situation. They strongly demanded her return.

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These are not mere complaints. They are serious accusations against a toxic organizational environment that does not respect artists’ rights. However, the most symbolic of these demands is the request for Min Hee-jin’s return. For NewJeans, she was not just a CEO—she was the architect who designed their identity. Danielle said during a live broadcast in September 2024:

“She is irreplaceable.”

This loyalty stems not merely from a work relationship but from an emotional bond.

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ADOR’s Rebuttal: Denial and Legal Victory

Of course, ADOR did not back down either. They denied all allegations and maintained they had done nothing wrong. Regarding the March 2025 ruling, ADOR stated:

“As our legal status as NewJeans’ exclusive agency has been confirmed, we will fully support the artists.”

They also expressed regret that the group’s press conference was premature and emphasized that a mere claim that trust had been broken could not justify contract termination.

But this kind of positioning is a typical response in the K-pop industry. In this industry, agencies have a structure that controls image, music, and even private lives. What’s surprising is that NewJeans is confronting this so openly and head-on. This is extremely rare in K-pop.

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The Emotional Cost: Hiatus and Rebranding

NewJeans’ decision to rebrand as NJZ and announce a hiatus was an extremely bold choice. But at the same time, it’s evidence of how great a toll this fight is taking on them. At the Hong Kong performance, their emotions were clearly visible even on stage. Danielle said, “We want to freely continue the activities we truly want,” and Hanni announced the hiatus with a tearful voice.

This is no longer just about music. It’s a fight for existence. Fighting for the right to create without interference, the right to be treated fairly, and the right to work on their own terms. And in the K-pop world, where artists are often regarded as replaceable, this is truly revolutionary.

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The Unexpected Variable: Loyalty to Min Hee-jin

If there’s one element that makes this dispute special, it’s NewJeans’ unwavering loyalty to Min Hee-jin. In K-pop, CEOs or creative directors often remain background figures. But Min Hee-jin influenced everything about NewJeans. She wasn’t just a manager—she was the person who designed their entire aesthetic and musical identity. Her forced removal wasn’t simply an organizational restructuring; for the group, it was a betrayal.

This kind of personal loyalty is very rare in K-pop. In most cases, artists who clash with their agencies tend to become isolated. But NewJeans’ stance is, “We will remain loyal to the person who made us,” and this is making the situation even more emotional.

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What’s Next for NJZ?

As of now, the future remains uncertain. NewJeans, or NJZ, is appealing the court ruling, but the road ahead is rough. Their hiatus could last several months or longer, depending on the outcome of the legal battle. But one thing is clear:

They will never give up.

This fight is not just about one group. It’s a fight to set a precedent for artists’ rights across the entire K-pop industry.

In an industry where stars who shine like the brightest lights are often forced into silence, NewJeans’ courageous challenge is a beacon of hope. Their resistance is not just for themselves, but for a world where future artists can dream of creative freedom.

And perhaps, that will be a legacy that lasts longer than their music.