Once among K‑pop’s top-tier brand ambassadors, NewJeans, who briefly rebranded as NJZ, have seen major endorsement deals drop off in recent months. Contracts with big names, Pepero, Coca‑Cola, Nike, Shinhan Bank, Stonehenge, Hyundai Duty Free, and Incheon Airport Customs, have ended.
Many were not renewed, and several were replaced by other artists as the group entered a legally mandated hiatus due to ongoing disputes with their label, ADOR.
All the Brands That Replaced NewJeans
Since unilaterally parting ways with ADOR, many brands have also cut ties with the five-member girl group. This is largely due to the legal conflict and ban on their entertainment activities.
- Apple iPhone campaigns, once associated with NewJeans, now feature aespa, who recently starred in an iPhone 16 Pro video. Shortly after their debut, the group began partnering with Apple, and even shot their ‘ETA’ music video on iPhone 14 Pro in 2023.
- Pepero (Lotte Wellfood): After nearly two successful ambassador years, the role of NewJeans was passed to Stray Kids in May this year. In September 2023, NewJeans became ambassadors for the iconic snack brand. A special NewJeans edition Pepero was released alongside pop-up stores and TV campaigns.
- Coca‑Cola: Their Korean campaign shifted from NewJeans to Oh Haewon (NMIXX) and influencer Pani Bottle in mid‑April 2025. After rebranding, NJZ released a remake of the 1987 Coca-Cola ad song ‘I Feel Coke’ on March 13, along with a nostalgic, reference-filled music video.
- Nike: They began heavily collaborating with Nike in early 2024 and graced the cover of Vogue in collaboration with the brand just before the contract termination. This month, the iconic sportswear brand ditched NewJeans for MEOVV and Karina of aespa.
- Shinhan Bank: The contract expired in December 2024, shortly after their contract termination. ASTRO member Cha Eunwoo was announced as their successor in February 2025.
- Stonehenge Jewelry: While “Lucky You” items remain on sale, all imagery featuring the group has been removed from brand sites.
- Chanel: Minji was previously listed as an ambassador, but her profile and photos were removed in early 2025.
- Seoul City Public Relations Ambassador: NewJeans’ 2023–2025 term ended in June. Hearts2Hearts, with ENHYPEN, took over the position last month.
- Korean Tourism: NewJeans also lost the Korean tourism ambassadorship to Park Bo Gum and Jennie of BLACKPINK recently.
- Incheon Airport Customs: Last week, NewJeans was removed as PR ambassador for Incheon Airport Customer, with IU taking over as the new representative. While the officials negotiated contract renewal, it was not possible due to the feud and hiatus.
NewJeans members are currently not active in individual brand campaigns. Previously, Danielle, Minji, Hyein, Hanni, and Haerin represented major luxury brands such as Celine, Chanel, Louis Vuitton, Gucci, and Dior, respectively. While there has been no official statement, it’s possible that their solo endorsement contracts have ended.
Legal Dispute Between NewJeans and ADOR
At the heart of this downturn is a legal conflict with ADOR. In November 2024, the group terminated their contracts, citing leadership issues and loss of trust following the ousting of former ADOR CEO Min Hee Jin.
ADOR responded with a lawsuit and secured a court injunction by March 2025. This barred the members from performing, rebranding as NJZ, or signing independent sponsorships without ADOR’s explicit approval.
Each breach would incur fines of up to KRW 1 billion (~$723,000) per member. Their objection and appeal were dismissed on June 17, 2025, and they declined to pursue further legal action.
A Rapid Decline in Visibility
With endorsements gone and promotions halted, NewJeans’ visibility is fading. Google Trends shows a significant drop in search volume, especially in Japan, one of their strongest markets. While rivals like aespa and ILLIT continue to dominate media and brand events, NewJeans is noticeably absent.
Even fashion and luxury labels are distancing themselves. Chanel quietly removed Minji’s profile. Stonehenge kept their product line but wiped the group from its homepage. Nike and Coca-Cola, once central to NewJeans’ brand identity, have moved on.
Individual Activities Restricted by Court Order
Solo activities are also tightly controlled. Only events organized through ADOR are permitted. Danielle, for instance, attended Omega’s launch in Kyoto and appeared in a SPUR magazine editorial for Celine, but both projects were cleared through ADOR.
No other members have had public-facing roles since the court ruling, and no new brand partnerships have emerged under ADOR’s name.
Industry Experts: “One-Year Hiatus Could Be Fatal”
K-pop critics warn the long break may hurt NewJeans’ long-term career. Critic Lim Hee Yoon explained,
K-pop is an industry that moves very fast. In an environment where hundreds of new groups are emerging, a one-year hiatus is fatal even for the most successful teams.
Groups like ILLIT, KISS OF LIFE, KiiiKiii, Baby DONT Cry, and All Day Project (ADP) have launched with momentum. They are filling the void left by NewJeans and drawing attention from brands and fans alike.
An advertising agency official said,
Brands value both buzz and the stability and continued activity of their models.
NewJeans Refuses to Return to ADOR without Min Hee Jin
ADOR issued a public statement in June expressing the desire to reconcile, stating it “hopes the members return to their rightful place as NewJeans” as their third debut anniversary approaches in August 2025.
However, sources close to the group say NJZ has conditions, most notably the reinstatement of Min Hee Jin as ADOR’s CEO, before accepting any return. ADOR has reportedly refused this demand.
What’s Next for NewJeans?
Unless ADOR and the members settle their differences, NewJeans is unlikely to return to public activity soon. Their third anniversary is approaching in August 2025, but with no music, endorsements, or official group updates, fans are left waiting.
During the third hearing, the judge ordered both parties to hold a mediation session on August 14. If they fail to agree on new terms, the court will give its ruling on the contract validity lawsuit on October 30.
