Despite losing several major endorsements due to their ongoing legal battle with agency ADOR, industry experts agree that NewJeans’ impact on K-pop is still unmatched. The group’s cohesive concept, musical identity, and loyal fanbase keep them relevant even during their forced hiatus.
Brands like Coca-Cola, Pepero, Nike, and Shinhan Bank have moved on to other artists, but critics argue no group has yet replicated NewJeans’ signature style. Their absence has left a noticeable gap in the industry, proving their lasting influence.
aespa recently filmed a performance video titled โDirty Workโ using the iPhone 16 Pro, mirroring NewJeansโ viral โETAโ MV strategy. Other recent examples show a clear shift in brand strategy:
Brand Deals Shift as NewJeans Pauses Activities
NewJeans’ legal dispute with ADOR has led to a halt in group activities since March 2025. This pause has caused several brands to replace them with other K-pop acts.
- Coca-Cola chose NMIXXโs Oh Haewon as their new exclusive model.
- Pepero replaced NewJeans with Stray Kids as global ambassadors after two years with the girl group.
- Nike featured rising group MEOVV in their “After Dark Tour Seoul 10K” campaign, a brand that previously worked closely with NewJeans.
- Stonehenge continues selling their “Lucky You” collaboration items but removed NewJeans’ images from their homepage.
- Shinhan Bank did not renew their contract with NewJeans after it expired in December 2024.
- Chanel no longer lists Minji as an ambassador, and other fashion brands are reportedly scouting new faces.
Google Trends data shows a decline in search interest, especially in Japan, where fan engagement dropped after the hiatus announcement.
Conversely, former controversy targetย ILLITย has carved out its niche. Their OSTย โAlmond Chocolateโย and June mini-albumย โbombโย have charted well, while the quirky title trackย โDo the Danceโย is earning praise for its fresh charm, but experts say they havenโt filled NewJeans’ unique role in K-pop.
Why NewJeansโ Influence Canโt Be Replaced
Music critics highlight that while many groups have catchy songs or interesting concepts, NewJeans stands out for their complete artistic vision.
“Many rookie groups today have catchy songs but lack conceptual coherence. Or they have unique concepts but the members canโt bring them to life. No group has yet matched NewJeans in terms of total cohesionโfrom music and visuals to performance.” โ Kim Do-heon, Music Critic
“People who once loved NewJeans for their fresh, youthful image might now feel disconnected due to the legal controversies. But the fact that fans still miss them after a year shows that NewJeans has a uniquely compelling charm.” โ Lim Hee-yoon, Critic
Despite the loss of brand deals, NewJeansโ music continues to resonate. Their hit song “Ditto” remains a cultural touchstone, proving their lasting appeal. The groupโs ability to blend nostalgia with modern K-pop trends has set them apart in a crowded industry.
The Legal Battleโs Impact on Their Career
NewJeans has been in a legal dispute with ADOR since late 2024, when they attempted to terminate their contracts, citing mistreatment and broken trust. Courts have repeatedly ruled in ADORโs favor, blocking the group from independent activities.
ADOR has urged the members to return, stating:
“We hope this decision serves as an opportunity for the members to return to their rightful place as NewJeans and resume their activities. As NewJeans approaches their 3rd debut anniversary next month, we are committed to doing our utmost to support the group.”
However, NewJeans (now going by NJZ) has made it clear they do not intend to reunite with ADOR. During a court hearing, their legal team stated:
“The trust between us has completely collapsed. We have crossed a river of no return.”
Fans continue to support the group, with many calling for a fair resolution. While their commercial presence has weakened, their artistic legacy in K-pop remains strong.
Whatโs Next for NewJeans?
With the legal battle ongoing, NewJeansโ future remains uncertain. Their absence has allowed other groups to rise, but none have replicated their distinct style. Industry watchers believe that if the group resolves their legal issues, they could make a strong comeback.
Also Read: Weekly Hallyu Highlights: BTS Comeback Buzz, THE BOYZ Drama, and NewJeans Legal Battle
For now, their music and influence keep them relevant, proving that even without active promotions, NewJeansโ impact on K-pop is far from over.
ย Source: joongangilbo
