A court has pressed pause on NewJeans’ rebrand to NJZ

WORDS Kirsty Thatcher PHOTOGRAPHY Instagram PUBLISHED Mon, 24 Mar 2025 - 8:15 am

NewJeans might be one of the biggest girl groups in K-pop, but their rise to the top hasn't been without controversy. The group debuted with a certified hit 'Attention' back in 2022 — a song that helped them secure the Guinness World Record for “Fastest K-Pop act to reach 1 billion streams on Spotify. And proving they're far from one-hit wonders, they've gone on to release hits like 'SuperShy' and 'ETA', and a headline spot at last year's Lollapalooza.

So with all that success in mind, it might come as a shock to hear that the group announced a rebrand about a month ago, switching from NewJeans to NJZ. Now, however, a court has put a halt to their plans, leaving the future of NewJeans — and NJZ — uncertain. The latest, below.

What's the latest on the NewJeans controversy?

In February, NewJeans announced their plans to rebrand to NJZ, amid ongoing controversy between the group and their label, ADOR. Speaking to CNN at the time, Hanni said, “Even though we have to leave our previous name behind us for a bit, we’re not fully moving on from it. And we don’t want to either, because (being NewJeans) was still a very special period of time to us, and it’s something that our fans also probably hold really dear."

Hanni also provided insight on what a rebrand would mean for the future of the group. “It’s definitely going to be very different to what people are familiar (with) … and the image that we debuted. Beforehand, we were very focused on being the kind of ‘girl next door’… So, we’re going for a (look that’s) a lot more sharp, a lot more bold. And fashion-wise: We love wearing streetwear and non-gendered kind of clothing. I think that concept and aspect is going to play a really strong role in our (new) fashion as well."

Now, however, a South Korean court has sided with the ADOR, granting an injunction to block any independent activities under the NJZ name. ADOR responded to the ruling in an official statement: “We sincerely thank the court for its fair decision to grant the preliminary injunction. With our status as NewJeans’ exclusive agency now legally confirmed, we are fully committed to supporting the artists moving forward.”

Why do NewJeans want to rebrand to NJZ?

The decision to rebrand stemmed from a battle for creative control between NewJeans, their parent company HYBE, and the now-ex CEO of the group's former label ADOR, Min Hee-Jin.

It's been widely reported that Hee-Jin was battling with HYBE over the artistic direction of the band. In April 2024, after conducting an internal audit, Hybe accused Hee-Jin of planning to take over with label with outside investors, so that she could manage New Jeans and ADOR independently. As a result, Hee-Jin was fired from her position.

In September 2024, the group held a livestream on YouTube where they spoke for almost half an hour about their dissatisfaction with their record label, ADOR, and the decision to remove their producer, Min Hee-jin, from her role. They set a two-week deadline with ADOR for Hee-Jin's reinstatement, however the label refused to comply.

Fast forward to November 2024, and all five NewJeans members said in an emergency press conference that they were terminating their contracts with their label — seemingly with a view to reinstating artistic control to Hee-Jin. The group also made bold claims about workers rights under their current contract. “ADOR has neither the ability nor the will to protect NewJeans,” Hanni told Korea JoongAng Daily at the time. “Staying at the agency will only prolong our psychological pain and waste our time.”

The drama doesn't end there, with ADOR now taking legal action against the band for breaching their contract, and arguing that they are still legally under the label's control.

So, why the name change?

It seems like NewJeans desire to rebrand to NJZ is an effort to distance themselves from the ongoing turmoil. In addition to signifying a new creative chapter for the band, the name change could also be somewhat of a legal necessity.

Danielle hinted that the group might not legally be able to use the name NewJeans in the future when the girls first announced they were leaving ADOR, saying, “Regardless of our name, just remember that NewJeans never dies."

Creatively, they've teased a new sound, with the group originally set to have their first post-rebrand performance at the ComplexCon Hong Kong festival, which runs from March 21 to March 23, even debuting a new song on the last day. With this latest ruling, that performance seems unlikely, but we'll certainly be watching — and listening — closely for more.