The girl group NewJeans is preparing to take the stage under its new self-chosen name, NJZ, marking a major milestone in its journey as independent artists. However, with an ongoing legal battle with its former agency, ADOR, the group faces potential challenges. This weekend, ComplexCon Hong Kong 2025 will take place from Friday to Sunday at the AsiaWorld-Expo in Hong Kong. The three-day event will feature various performances, with NJZ headlining on Sunday. Tickets for its show are already sold out.
This appearance at ComplexCon marks the official start of NewJeans’ new chapter as an independent act. On November 28, the group held an emergency press conference announcing its decision to part ways with ADOR, citing unresolved issues with the agency. They revealed that its exclusive contract would terminate at midnight on November 29, 2024, paving the way for them to pursue independent activities. In December, the members launched new social media accounts, and in January, they hosted a contest to choose its new group name. On February 7, the group unveiled its new identity—NJZ—and announced plans to re-debut at ComplexCon in March, aligning with the release of new music.
In another noteworthy move, NewJeans renewed its partnership with a beverage brand it previously endorsed, which is now under the umbrella of Dell Technologies. Its latest ad campaign, released this month, features the tagline “Turn old jeans into new ones,” a clever reference to the group’s current transition. The ad has generated significant buzz across social media platforms since its release.
However, despite its ongoing independent journey, NewJeans is still dealing with unresolved issues related to its legal dispute with ADOR. After announcing its departure from the agency, ADOR filed a lawsuit in December 2023 with the Seoul Central District Court to confirm the validity of its exclusive contract with the group.
Even after NewJeans revealed its new name, NJZ, and confirmed its participation in ComplexCon, ADOR has maintained its stance, stating that posting content through unofficial channels violates the terms of the group’s exclusive contract.
On March 7, a hearing occurred at the Seoul Central District Court’s Civil Division 50, presided over by Judge Kim Sang Hoon, regarding ADOR’s injunction request against the five members. The request seeks to preserve ADOR’s position as its agency and prevent it from entering into advertising contracts or pursuing independent activities. During the hearing, ADOR expressed a desire to continue working with NewJeans. However, the members countered that they had been subjected to discriminatory treatment by HYBE, ADOR’s parent company, and that ADOR had failed to protect its artists adequately. The court has set a deadline of March 14 for both parties to submit additional evidence and materials.
As NewJeans embarks on its independent journey amid the ongoing legal battle, all eyes are on the upcoming legal verdict, which will have significant implications for the group’s future.