Marking their departure from their agency and the start of independent activities, K-pop group NewJeans has rebranded as NJZ, intensifying their ongoing legal battle with Hybe Labels’ subsidiary Ador. Despite the uncertainty, members Minji, Hanni, Danielle, Haerin, and Hyein remain committed to their new path.
On February 7, they announced their new identity and upcoming debut at ComplexCon Hong Kong in March, marking a pivotal step in their careers. They have primarily expressed their stance through international media, revealing that domestic outlets have been reluctant to amplify their voices.
Ador quickly responded on February 10, asserting that the members’ exclusive contracts remain legally binding until 2029. The agency urged media to continue using the name “NewJeans” and dismissed the group’s contract termination claims as unilateral assertions.
The situation escalated further on February 12, when it was revealed that Hanni had resolved visa issues that could have hindered NJZ’s future activities. While foreign artists typically require an E-6 visa sponsored by their agencies, it remains unclear how she secured a valid status after breaking away from Ador.
The legal dispute formally began on November 29, when the five members announced the termination of their contracts, citing Ador’s failure to act in their best interests. The agency retaliated in December by filing a lawsuit to confirm the validity of these contracts and later sought a court injunction to prevent them from pursuing independent advertising and promotional activities.
Legal experts caution that if the court rules in Ador’s favor, NJZ may face substantial financial penalties, with damages potentially reaching hundreds of billions of won. The first hearing regarding the injunction is set for March 7, followed by the contract validity lawsuit on April 3. Even if NJZ wins, the legal process is expected to be lengthy and complex.
Complicating matters further, Ador owns the trademark rights to “NewJeans,” and legal analysts warn that the name “NJZ” could still be deemed misleadingly similar. If found to be infringing, the group may face additional legal hurdles. Experts also caution that their independent activities could backfire if the court later upholds their original contracts, possibly requiring them to share revenue with Ador or pay penalties.
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