On January 3, 2025, a South Korean media outlet, Money Today, reported that the K-pop idol Hyein from NewJeans sparked controversy. The singer allegedly showcased a Hyundai Card shortly after the group’s endorsement deal with Shinhan Financial Group concluded. The incident occurred during a trip to Japan, where the group performed at major events such as the Tokyo TBS Japan Record Awards and Countdown Japan.
According to the report, at Fukuoka Airport, Hyein was seen briefly glancing at her phone before deliberately holding it up to fans, exposing a Hyundai Card with the LG U+ logo. She allegedly pointed to the card as if encouraging fans to notice it.
Fans argued this action came too soon after their Shinhan Financial Group contract ended in December, raising questions about NewJeans’ professional etiquette. An X user, @jmfawl, wrote,
“I find it shocking how they get away with everything in spite of behaving Rude, Unprofessional and Disrespectful towards others. I see people always cheering their misbehaviour and there’s actually investors with mhj to invest in them. They even disrespect SOUTH korean laws.”
Netizens remain divided on the matter. Some find the timing and public display by NewJeans disrespectful.
“Freejeanz definition is free from manner and profesionalism,” an X user wrote.
“Those brats don’t realize that their every move is being noted by potential future employers and their lack of class, respect, and manners is a huge turn-off to companies looking for *representatives*,” a person commented.
“genuinely wanna know why they do stuff like this. why purposely put yourself in a bad position,” another netizen remarked.
“At this rate everyone should boycott whatever is connected to hoejeans. They are indirectly supporting tampering and betrayal,” a user mentioned.
Meanwhile, supporters of NewJeans noted that using a competitor’s product after a contract ends is an individual choice, and some stated it could be a “media play” against the quintet.
“What a dirty media play. Attacking Hyein who’s just 16 y/o? Really dirty, have a shame with your age whoever writes this,” a fan remarked.
“media play again, this time it’s the fansite picture of hyein showing the four leaf clover that happened to be on her credit card,” a user commented.
“whoa I think hyundai would be their next company when their contract at ador is officially terminated. The way she pointed it. she was lowkey promoting it to increase its stocks and investor. she was leaving a hint what is their next move,” another fan added.
More about NewJeans and their deal with financial services brands
NewJeans had been prominent models for Shinhan’s financial services, representing the brand across various platforms, including its flagship “Super SOL” app. Industry insiders noted that contracts like these typically discourage endorsers from immediately switching to or promoting competing brands, undermining the prior sponsorship’s integrity.
Hyundai Card’s involvement with Min Hee-jin, former CEO of NewJeans’ agency ADOR, has further fueled the controversy. Hyundai Card previously invited Min to a corporate event despite ongoing allegations of her mishandling harassment and bullying cases.
This connection has fueled speculation that the display of the Hyundai Card may have been intentional, tied to the lingering ties between Min and the Hyundai Card.
The debate also extends to telecommunications, as the Hyundai Card shown offers benefits for LG U+ users, while NewJeans currently represents SK Telecom. This additional overlap has further complicated the situation, with fans and critics alike questioning the implications of such brand crossovers.
NewJeans is currently embroiled in a legal dispute with its label, ADOR, and its parent company, HYBE. In November 2024, the group announced the termination of their contract during an emergency press conference.
However, ADOR countered this claim, asserting that the contract remains legally binding despite the members’ declaration.
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Edited by Toshali Kritika