NewJeans (NJZ) faces mounting backlash amid prolonged hiatus and legal battles
NewJeans, now known as NJZ, is under fire as their long hiatus drags on. Their last official release was the Japanese debut album Supernatural on June 21, 2024. In Korea, their final activity was the single “How Sweet” on May 24. Since then, the group has been silent.
In November 2024, the five members held a press conference amid ongoing legal disputes with ADOR. Plans to re-debut as NJZ have collapsed. The Seoul High Court dismissed NJZ’s appeal to overturn a ban on independent activities.
The controversy has hit their image hard. Music critic Kim Do Heon praised their unique style but warned competitors haven’t matched their unity.
NewJeans’ extended absence is worrying advertisers. aespa recently shot a performance video with the Apple iPhone 16 Pro, a tech usage NJZ pioneered with their “ETA” music video. NMIXX’s Haewon landed a Coca-Cola commercial, while Stray Kids replaced NJZ as Pepero’s global model—NZJ held that spot for two consecutive years.
Luxury brands have shifted focus, as Minji was dropped from Chanel’s ambassador list. However, NJZ’s ambassador activities under ADOR contracts continue. Danielle attended a recent Omega launch, and members can still promote through ADOR while contracts last.
K-pop critic Im Hee Yoon said,
“K-Pop is an industry that moves very quickly. With hundreds of new groups being released, a one-year hiatus is fatal to even the most successful groups.”
ADOR remains hopeful for a reunion:
“We hope the members will return to their original position as NewJeans and continue promotions. Next month, they will celebrate their three-year debut anniversary, and the company plans to do its best to support them to grow even more.”
Netizens slammed the group’s fading image online:
- “Image is everything for a celebrity.”
- “It feels like just yesterday when advertisers supported NJZ… now it’s all just delusion.”
- “They were a group that had the support of the fandom and the public… can’t believe this is where they are now.”
- “If you aren’t the talk of the town anymore, it’s just downhill from there.”
- “I don’t have any anticipation for their recent songs.”
