NewJeans’ long-running contract dispute with its label Ador — once seen as one of the biggest internal conflicts in K-pop’s recent history — has entered a new phase in 2025, raising questions over whether the group can rebuild its image and resume activities after more than a year of silence.
In October, the group lost the first trial in a lawsuit seeking confirmation of contract invalidity, after which all members expressed their intention to return to Ador. Meanwhile, former Ador CEO Min Hee-jin, who had been at the center of the conflict, launched a new agency called OK Records, formally severing ties with the group that had been closely associated with her since their debut.
NewJeans has remained inactive since releasing “Supernatural” in June last year, marking a hiatus of about one year and six months. While some critics said the group had become one that “appears on nostalgia programs rather than music shows,” signs of dispute resolution have fueled expectations among fans that the members may eventually return to the stage.
Industry officials say attention is now focused on what direction NewJeans will take if activities resume next year — and whether the public will still embrace the group after months of controversy and reputation damage.
‘They lost their freshness’
One industry insider said that NewJeans has lost what once made the group distinctive.
“NewJeans is no longer just an idol group. It has become a case study that reminds people of structural problems in the K-pop industry and internal power struggles,” the insider said. “Repeated exposure to negative narratives has taken away their biggest strengths — novelty and innocence — and that empty space is already being filled by other rookie groups.”
The source said that, regardless of who made the decisions behind the conflict, what remains in the public memory is the phrase “NewJeans controversy,” adding that even a cautious comeback could draw colder scrutiny than before.
NewJeans with Min Hee-jin/ Xportsnews file
‘Full recovery may be unlikely’
Another industry figure projected that a comeback itself would generate huge buzz — but questioned whether NewJeans could regain its previous level of popularity.
“If NewJeans returns next year, the impact and attention will be enormous,” the official said. “But the long hiatus, image damage and the absence of Min Hee-jin — who guided the members from before debut — make it difficult to expect the same popularity as before.”
Trust issues linger after dispute
A third insider said the case highlighted the seriousness of exclusive contracts in the entertainment business.
“The ‘NewJeans incident’ proved that contract relationships are not something to be taken lightly,” the source said. “Even if contracts are business documents, they are also built on mutual trust. It is hard to imagine whether both sides can truly return to how things once were.”
The insider added that while members voiced dissatisfaction at critical moments, “a tower built with great effort collapsed through this dispute — and it remains uncertain whether it can be rebuilt.”
‘Damage was severe — but overseas demand may continue’
Another industry official described the conflict as a “fight without justification” that delivered lasting reputational harm.
“The legal battle felt excessive and reckless to many fans,” the person said, referring to public appearances such as press conferences and comments made during parliamentary testimony that critics viewed as immature. “The damage to their image may be difficult to repair.”
However, the source predicted that NewJeans could still retain strong demand abroad.
“Domestically, there may be headwinds, but I believe they will remain strong overseas. The fandom I observed was larger and more solid than expected,” the insider said, adding that the true result may only become visible in NewJeans’ financial performance in 2026.
NewJeans with Min Hee-jin / Xportsnews file
Ruling ends the dispute, members say they will return
A court ruled in October that the exclusive contract between NewJeans and Ador remains valid, and members did not appeal, effectively ending what local media called the “NewJeans revolt.” Members Haerin and Hyein first notified the company through an official statement, saying they would respect the ruling and continue their contract.
Minji, Danielle and Hanni later conveyed their intention to return through the media, with Ador saying discussions would proceed carefully. The company said it has been preparing NewJeans’ comeback, including a full-length album, regardless of the lawsuit.
With Min Hee-jin no longer part of the team’s creative direction, observers say the group must now prove itself as “NewJeans on its own,” rather than “NewJeans created by Min Hee-jin.”
At the same time, critics note that repeated public statements during the dispute — including remarks such as “the court’s decision is disappointing” and “they want to turn us into revolutionaries” fueled backlash and accelerated image fatigue.
Meanwhile, Min Hee-jin has established her new label OK Records and is reportedly conducting private auditions, with speculation that her next project may be a boy group. “There is no reason for me to create a rival to NewJeans,” she said earlier, adding that she hopes to “build a company that is fun to run.”
This article from Xportsnews is adapted by a generative AI system and edited by The Korea Times.