Can NewJeans reclaim their place in a changing K-pop market?

It has been six months since K-pop girl group NewJeans last made an official move, and more than a year since the group released new music. With their contract dispute with label Ador dragging on, the group’s absence shows no sign of ending.

When NewJeans debuted in 2022, such a long hiatus seemed unthinkable. Their first single “Attention” quickly became a cultural phenomenon, propelling them into stardom.

Follow-up hits including “Hype Boy,” “Cookie,” “Ditto,” “OMG,” “Super Shy,” “ETA,” “Cool With You,” “Get Up” and “New Jeans” cemented their reputation as not only the leading act of the fourth-generation girl group scene, but also one of K-pop’s top groups overall.

The turning point came in April last year, when the conflict between former Ador CEO Min Hee-jin and parent company HYBE surfaced. What began as a management dispute soon escalated into a protracted legal battle.

NewJeans, often referred to as “Min’s daughters,” sided with Min and declared they would terminate their exclusive contract with Ador. Despite repeated settlement offers, the group rejected the idea of returning, launched new social media accounts and even unveiled a provisional new name, NJZ, with plans for a comeback.

But those plans were cut short when a Seoul court in March upheld Ador’s request for an injunction prohibiting the group from signing advertising deals and engaging in music-related activities outside of Ador.

The five members testified in court about alleged discriminatory treatment by Ador, but the judges ruled that the agency had fulfilled most of its contractual obligations, leaving the group unable to proceed independently. Two appeals were dismissed.

NewJeans responded by refusing to return to Ador and announced an indefinite suspension of activities. Since then, their schedule has been limited to a few pre-existing commitments, with no new releases or major appearances. Even their third anniversary passed quietly.

The pressing question is no longer whether NewJeans will return, but whether they can regain their former dominance in a fast-changing K-pop market.

In their absence, other fourth-generation groups have risen to top-tier status at home and abroad, while newer fifth-generation acts are rapidly expanding their presence.

Fan loyalty has also become fragmented, with some disappointed by the court’s ruling and others shifting support to active groups.

While NewJeans still retains a passionate international fan base, the longer the legal fight drags on — potentially years — the harder it may be to preserve the same level of influence.

Industry observers widely agree that a return to ADOR is now nearly impossible, leaving the group’s future in limbo and their once-unbroken momentum stalled.

This article from the Hankook Ilbo, a sister publication of The Korea Times, is translated by a generative AI and edited by The Korea Times.