It’s hard to believe that just a couple of years ago, NewJeans was one of the most beloved fourth-gen groups in K-pop. Mixing their girl-next-door charm with a nostalgic Y2K concept, they felt like the next big thing.
But now, their once-charming image has been tainted. The group is embroiled in a messy dispute with their label, ADOR, and its parent company, HYBE, leading to court proceedings, a hiatus, and backlash from both international and Korean fans. What went wrong?
How NewJeans Got Here
For those who need a quick recap:
- September 11, 2024: NewJeans demanded that HYBE reinstate former creative director Min Hee-jin as ADOR’s CEO, claiming HYBE’s decision to fire her was an act of sabotage.
- November 29, 2024: NewJeans invoked a clause they claim allows them to terminate their contract, citing alleged mistreatment and workplace harassment (ADOR has denied these allegations).
- December 5, 2024: ADOR petitioned the court to confirm the validity of their contract.
- January 13, 2025: ADOR filed an injunction to prevent the group from pursuing independent activities.
- February 7, 2025: The group changed its name to NJZ and applied for trademarks rights the day before.
- March 21, 2025: The court sided with ADOR, blocking NJZ from promoting as an independent group. NewJeans filed an objection later that day.
- March 23, 2025: NewJeans performed at ComplexCon Hong Kong but announced a hiatus due to the court’s ruling.
The fallout has been brutal. Online K-pop spaces have become increasingly hostile toward the group. Their brand ambassadorships are in limbo. Between legal battles and fights with HYBE stans, some Bunnies/Tokkis (NewJeans fans) are planning their own hiatus—just when the girls need their support the most.
How NewJeans Can Salvage Their Careers
Despite the drama, all hope isn’t lost. Restoring their image and regaining public trust won’t be easy, but it’s possible if they take the right steps.
1. Reconcile with HYBE/ADOR
Unless their lawyers drop a massive bombshell that sways a judge, there are only two possible outcomes:
- A judge rules in favor of ADOR, forcing them to fulfill their contract.
- They reach a settlement before the court makes a final ruling.
ADOR has made it clear that they still want NewJeans back. The group could negotiate a return with terms that ensure ADOR follows through on its promise of a new album and tour. They could frame their return as working with HYBE to create a better workplace and set a new industry standard for improving the working conditions of K-pop idols. Either way, making peace with ADOR is the first step in salvaging their careers.
2. Issue a Public and Private Apology
One of the biggest controversies surrounding NewJeans is how their actions affected labelmates LE SSERAFIM and ILLIT. Many believe siding with Min Hee-jin fueled hate toward those groups, especially after she accused ILLIT of plagiarizing NewJeans’ concept and claimed HYBE stole brand deals to give to LE SSERAFIM.
The girls need to take accountability and issue a sincere, public apology to both groups, acknowledging the trouble they’ve caused. A private apology would also help mend their relationship with HYBE. While not all FEARNOTs (LE SSERAFIM fans) and GLLITs (ILLIT fans) will forgive them, a genuine apology could help repair their image with casual listeners and the general public.
3. Publicly Distance Themselves from Min Hee-jin
This next step is crucial. While Min Hee-jin played a key role in their success, continuing to associate with her is toxic. To regain public favor, they need to show they’re moving forward without her—avoid being seen with her in public, refraining from mentioning her in interviews, and stop wearing clothing with her name or face on it.
This might alienate some Bunnies who still support MHJ, but it’s their only option if they want to continue their careers as idols.
4. Change Their Concept
NewJeans’ Y2K concept made them famous, but it has too much baggage now. Fans have used it to accuse newer girl groups of plagiarism, and clinging to it could make them seem stagnant.
They don’t need to completely reinvent themselves, but they should evolve. They should adopt a fresher, more mature concept (without sexualizing Hyein, their youngest member) while preserving the charm that made fans love them.
5. Deliver Good Music and Live Performances
At the end of the day, music is what truly matters. If NewJeans wants to win back the general public, they need to release songs that are as good as—or better than—hits like Hype Boy, Attention, and Ditto. Their next release has to be so undeniably addictive that even critics can’t ignore it.
They also need to address backlash over their lackluster ComplexCon performance. The best way to do that? Stable vocals, sharp choreography, and a charismatic stage presence will go a long way in proving their talent.
Can NewJeans Make a Comeback?
It won’t be easy, but it’s not impossible. Other celebrities in the Korean entertainment industry have bounced back from worse scandals. If they reconcile with HYBE, take accountability, and reinvent themselves musically, they have a real shot at turning things around.
More than anything, they need to prove they’re more than just Min Hee-jin’s art project. They need to show they can stand on their own and thrive.
The question is: Will they make the tough choices needed for a comeback? Or will they become one of the most infamous cases of self-sabotage in K-pop history?
Only time will tell.
