The second in our series of special topics in K-pop is devoted to the biggest news story of the year.
Two years ago NewJeans appeared, apparently out of nowhere, and shook up South Korean pop music. They were fresh-sounding, yet retro, with dance moves that felt spontaneous but were clearly nothing that you could actually manage yrself, and after a string of impossibly infectuous singles they looked set to take over the world.
As with the story of LOONA, this is as much the story of those girls as of their creative director, Min Heejin, who had been responsible for such seminal acts as Girl’s Generation, f(x) and Red Velvet. She is often described as NewJeans’ mum, due to the close nurturing role she played in the development of the group.
After rebranding the huge Hybe Corporation, she had been appointed CEO of the subsidiary, ADOR, from which NewJeans emerged. At the beginning of 2024, NewJeans looked unbeatable, and the K-pop world awaited their next move eagerly. This was a brand that had already assimilated the imagery of The Powerpuff Girls, and produced the most unlikely of things: a Coca Cola Zero ad that displayed artistic merit. The group had scooped up ambassador roles for many major products, as well as endorsements and collaborations for many others.
In short NewJeans had become a huge business interest.
So it was surprising that in April ADOR’s parent company, Hybe, had chosen to initiate an internal audit with the aim of removing Min Heejin from the position of CEO. Min claimed that Hybe had sidelined NewJeans and had attempted to copy the style of NewJeans with the rookie group Illit on the Belift Lab subsidiary. Hybe claimed that she was attempting to seize full control of ADOR to remove it from Hybe’s orbit. There were allegations and counter-allegations. Bizarre rumours that Min was employing a shaman, and leaks from Hybe internal documents that showed very dark manoeuverings.
By August, Hybe successfully removed Min Heejin from her role as CEO, and in November the NewJeans girls, with the support of their parents, set out their terms for remaining within ADOR, which included the return of Min to her role. By November this resulted in the group announcing a unilateral termination of their contracts.
The fight continues. ADOR claims that the contracts still stand, the group claim that they are free. The case will clearly go to court. The Korean Management Federation and the Korean Entertainment Producers’ Association have sided with Hybe/ADOR, and Hanni from NewJeans has appeared before the National Assembly’s Environment and Labor Committee audit to testify regarding harassment.
It’s unclear at the time of writing whether NewJeans will be able retain their brand name, and at present the future of the group is uncertain.
Appendix I: December Protest Controversy
Following president Yoon Suk Yeol’s declaration of marshall law on 3rd December, mass protests calling for his impeachment broke out in Seoul. In support of their fans joining these protests, NewJeans donated small gifts of food and refreshments for anyone carrying one of their light sticks.
As a result of this, right wing politicians have reported NewJeans and other groups to the CIA.
NB: no images on this page are the property of iotacism and are used for purposes of quotation on a fair use basis.