https://m.entertain.naver.com/now/article/469/0000888280
Six months. It's already been half a year since NewJeans' official activities came to a halt. Counting from their last release, they have been in a hiatus for about 1 year and 3 months. As the dispute over their exclusive contract with ADOR drags on, the group's absence shows no sign of ending anytime soon.
When NewJeans debuted back in 2022, no one could've predicted such a long hiatus. This was because their debut song, 'Attention,' became a big phenomenon, instantly sending them into stardom. They continued to shake the K-pop market as every song they released became a hit, including 'Hype Boy,' 'Cookie,' 'Ditto,' 'OMG,' 'Super Shy,' 'ETA,' 'Cool With You,' 'Get Up,' and 'New Jeans.' They instantly claimed their position as a top girl group, not only in the 4th Gen scene, but across the entire K-pop industry.
The momentum seemed to face a red light in April of last year. As the tension between Min Heejin and HYBE surfaced, NewJeans' activities also faced an unexpected obstacle. The conflict was more intense than expected. As both sides failed to resolve their differences, the conflict ultimately escalated into a legal battle.
What started as a management dispute inevitable sent a direct blow to NewJeans. The group, known as 'Min Heejin's daughters' since their debut, sided with Min Heejin and demanded the termination of their exclusive contract with ADOR. In November, they declared contract termination due to 'breach of trust' and attempted to move independently. Despite ADOR's multiple attempts to reach an agreement, the members drew a line, stating they had no intention of returning. They began by creating separate social media accounts and managing their schedules without ADOR's management. They even prepared for overseas performances and even announced a comeback under a new stage name (NJZ).
However, this plan didn't go as planned. In March, the court granted ADOR's request for an injunction prohibiting NewJeans from signing advertising contracts and other activities independently. At the time, all five members of NewJeans attended the hearing. They argued that ADOR had been treating them unfairly. However, the court sided with ADOR, stating, "ADOR has fulfilled most of their important obligations under the exclusive contract."
In response, NewJeans filed two appeals, both of which were dismissed. Since ADOR's injunction not only prohibit their advertising activities, but also all music-related activities, the court's decision left NewJeans' career completely paralyzed. Despite this, NewJeans firmly refused to return to ADOR and instead declared an 'temporary halt of activities.'
As their hiatus drags on, the question now isn't just 'Will they return?'but 'Will they be able to come back to the K-pop market with the same impact they once had?'. During their absence, the K-pop girl group market has completely shifted. 4th Gen groups that once trailed behind NeJeans have long since grown into top-tier groups both domestically and internationally. Meanwhile, 5th Gen girl groups are also rapidly expanding their presence.
The dispersion of their fandom in this fast-changing K-pop market is also a significant factor. While many groups have filled the void left by NewJeans, the fandom is now quite divided, especially after the court granted the injunction. While the group's fanbase still eagerly wait for their return, it remains uncertain whether this level of support will be maintained even after a legal battle that could last several years. Industry insiders mostly believe that NewJeans' chances of returning to ADOR is impossible, leaving their postponed comeback as nothing more than source of regret.
-I think their golden time has already passed.
-There are people who are still looking for them. I think they'll probably do well if they came back again.
-How did it all end up like this...?
-What a waste of time... They're only in their early 20s and already in a hiatus.
-They were such a sensational group back then... I think if they make a comeback, a lot of people would still listen.
-They'd definitely create a buzz if they make a comeback. But the real question here is whether they can make a comeback or not.
-It's the path that they chose on their own.
-I will always be waiting for them.
-I'm sure they'll figure it out on their own.
-They could just pay the penalty fee and resume their activities, no...?
-I used to be their fan and genuinely hoped thins would work out... But now I've lost all my feelings for them.
-They're always welcome to make a comeback. I'm waiting.
-I hope they would make a comeback. They're just young girls who got used. They're the biggest victims here.
-I don't think they'll come back without Min Heejin.
-It doesn't look easy, though.
