NewJeans Returns to ADOR After Resolving Contract Dispute; Restoring Trust Remains a Challenge

NewJeans, which had been embroiled in a massive conflict that threatened to heat up South Korea’s music industry in 2025, finally announced its return to its agency, ADOR. After Minhee Jin, CEO of ADOR and a subsidiary of HYBE, stepped down from management in August 2024, NewJeans declared independence and entered a dormant state. Following over a year of legal disputes, a South Korean court recognized the validity of their contract. While fans celebrated the members’ return as ensuring the group could maintain its unique identity, skeptical reactions also emerged. Contrary to the firm stance previously shown, including threats to terminate exclusive contracts, critics expressed disappointment with the decision to return to ADOR, saying, “So they ended up going back to ADOR after all.” Many pointed out that prolonged emotional strain and unclear shifts in position had reached a peak, causing public fatigue. Meanwhile, Danielle, one of the members, received news that her contract with ADOR would expire in December 2025. During a YouTube live broadcast on January 12, she cried while saying, “I fought to stay with the members until the end,” adding, “NewJeans will always be there in some corner.” Haerin, Hyein, and Hanni’s return to ADOR has been confirmed, while Minzy’s return is currently in progress. Since their 2022 debut, NewJeans has caused a global sensation and ranked eighth among the world’s best-selling artists according to the International Federation of the Phonographic Industry (IFPI) in 2023. With hit songs such as “Super Shy” and “Ditto,” they gained worldwide popularity, so there is keen interest in whether this return will translate into musical success. Despite their determination to prove themselves through music, the damage to their brand image caused by the dispute remains an unresolved issue. Experts argue that what NewJeans needs now are not flashy labels but sincere actions and musical output to regain their footing. In related developments, former ADOR CEO Minhee Jin’s side claimed that behind the allegations of NewJeans’ contract tampering—meaning prior contact with another agency before the contract expired—was one of the members’ uncles and a certain businessman. They allege these individuals attempted stock price manipulation and have called for an investigation. Despite such controversies, NewJeans stands at a new starting point, facing the heavy task of restoring public trust through music to achieve true recovery.