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The K-pop scene is currently dominated by the ongoing legal war between ADOR, which is owned by HYBE, and its disbanded girl group NewJeans, NJZ. On April 9, 2025, ADOR signaled that it would take legal actions against harmful online comments against the agency and NJZ. This comes in an attempt to shield the image of ADOR in the wake of heightened tensions and sophisticated legal battles with the group.
As reported by Lifestyle INQ, the dispute started in November 2024 when NewJeans tried to invalidate their exclusive contracts with ADOR. The members grumbled that they were being mistreated, bullied in the workplace, and subjected to a toxic work environment, particularly following the changes in HYBE's leadership.
Member Hanni personally testified to having been harassed and bullied at the workplace, focusing on the disrespect and mistreatment from the company officials.
ADOR's stand on brand rights and rebranding campaign
One contentious point here is the adamant refusal by ADOR not to abandon the "NewJeans" brand name. The agency does not agree to a rebranding of the group to NJZ, calling it an illegal move to avoid contractual negotiation and hijack the initial name.
According to Pinkvilla, ADOR's official report bemoaned the members' unilateral attempt at rebranding without regard for the matters involving the enforceability of the contract.
Financial implications and potential sanctions
The risk of this court battle is great. As per Lifestyle INQ and Youtube channel of K-BUZZ, ADOR's parent company, HYBE, lost an estimated $420 million in market capitalization after NewJeans announced leaving the agency.
Additionally, in case NJZ's cancellation of the contract is considered illegal, the group can also be fined hundreds of millions of dollars. Hefty financial fines could be imposed on it, to the tune of 620 billion won (about $420 million), which seems to indicate too many financial risks for both entities involved.
Illegal performance at ComplexCon Hong Kong
As per the reports from Soompi and Lifestyle INQ, in blatant disregard of legal bans, NJZ had moved on behalf of the group in its new configuration at ComplexCon Hong Kong in March 2025.
The Express Tribune further states that the action constituted a blatant breach of a Seoul Central District Court order against the group for continuing solo activities outside the scope of their contract with ADOR. The court had issued ADOR's request for an injunction, awarding the agency sole management rights to the group.
Legal hearings and appeals
The legal battle continues. According to The Express Tribune, Soompi, and Lifestyle INQ, the Seoul Central District Court, issuing its judgment on March 21, 2025, supported ADOR and issued an injunction prohibiting NJZ from engaging in independent activities, such as signing advertisement contracts.
NJZ reacted by announcing that it would appeal the decision, arguing that the court had not fully considered the deterioration in the trust between ADOR and the group. They once more claimed that their cancellation of the contract was in compliance with legal procedure.
Public reactions and fan support
The public response has been strongly polarized. As revealed on the YouTube channel of K-BUZZ, over 30,000 fans signed a petition opposing HYBE's action to prevent NJZ from exercising independent activity, showing massive support for the group's action to terminate their contracts.
A fan commented, "It’s encouraging to see ADOR acting to protect NewJeans online; hopefully, this commitment extends to resolving their offline issues as well"
"NewJeans deserves a world full of love, not hate—protecting their sparkle always." said yet another
Some industry groups have, however, criticized NJZ's actions publicly, arguing that the differences must be resolved through legal means and not popular sentiment.
A user commented, "Friendly reminder that hybe ceo Lee Jae sang said that “newjeans discipline measures are bearing fruit” so tf does that mean?"
As the drama unfolds, fans and industry watchers are keeping close tabs on the developing saga, aware of the possible long-term implications on NJZ's career path and ADOR's image in handling K-pop groups.
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Also read: "This is so newjeans": Internet reacts as NJZ drops a new 'D-1' teaser
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