The K-pop industry has been rocked by the escalating contract dispute between the rising girl group NewJeans and their former agency, ADOR. As 2025 unfolds, NewJeans has taken a more aggressive stance, claiming that their exclusive contract with ADOR was terminated on November 29th of last year. The group has since begun exploring a new identity, including the possibility of rebranding under a new name, as they navigate their future without an agency. Meanwhile, former ADOR CEO Min Hee-jin, who previously led the charge against HYBE and ADOR, has remained conspicuously silent, leaving industry insiders and fans speculating about her next move.
The NewJeans Crisis: A Growing Divide
NewJeans, one of the most promising fourth-generation K-pop girl groups, has been at the center of a heated dispute since late 2024. The group alleges that their contract with ADOR was unlawfully terminated, and they are now seeking independence. Their decision to publicly voice their grievances has drawn significant attention, with fans and industry observers closely watching how the situation unfolds.
In contrast, Min Hee-jin, who played a pivotal role in NewJeans’ early success, has refrained from making any public statements. Her silence has only deepened the intrigue surrounding the dispute, as many expected her to defend her position or provide clarity on the matter. This growing divide between the group and their former mentor has raised questions about the future of NewJeans and the broader implications for the K-pop industry.
Industry Insiders Voice Concerns
The Korea Music Content Association (KMCA), a key regulatory body in the K-pop industry, has expressed concerns about the ongoing controversy. Last year, the KMCA announced that it would withhold digital and physical sales data for artists involved in such disputes, a move that could disadvantage NewJeans in the highly competitive K-pop market.
A KMCA representative recently commented on the situation, highlighting the potential negative impact of the NewJeans Crisis on the industry. “NewJeans cannot even distinguish between a bond performance contract and an investment contract,” the representative stated. “To be honest, for those with a basic understanding of business and this market, NewJeans’ position is not worth responding to. However, they keep raising their voices, and I am worried that this may have a negative influence on teenagers with little social experience.”
The representative emphasized the risk of NewJeans’ logic becoming a “kind of belief” for young fans, potentially distorting their understanding of business and contractual relationships. They also criticized Min Hee-jin for not intervening to prevent the group from speaking out so publicly. “If she truly cared about the members and wanted to protect them, she should have prevented NewJeans from actively speaking on the matters,” the representative added.
The Broader Impact on the K-pop Market

The NewJeans Crisis has sparked concerns about its long-term effects on the K-pop industry, particularly regarding investor confidence. The KMCA representative warned that unilateral contract terminations and public disputes could deter future investments. “If contracts can be unilaterally terminated without notification, who would continue to invest in K-pop? In the long run, no investor will pour their money into such insatiable businesses,” they said.
The representative also attributed the rise in similar controversies to the influx of significant capital into the K-pop industry. “This is a phenomenon that occurs due to the influx of huge capital. After all, the NewJeans Crisis is all about money,” they explained. As the industry continues to grow, such disputes may become more common, raising questions about how to balance artistic freedom with business obligations.
Emotional Loyalty vs. Business Logic
One of the most striking aspects of the NewJeans Crisis is the apparent emotional loyalty the group feels toward Min Hee-jin. According to the KMCA representative, NewJeans seems to be prioritizing this loyalty over sound business logic. “They feel the need to stand up for the person working closely with them, believing that they have been treated unfairly,” the representative said. “When the members become more mature and gain a better understanding of business, they will view the situation differently. However, at this moment, they are acting too emotionally.”
This emotional response has resonated with fans, many of whom admire the group’s solidarity and courage. However, industry insiders caution that such actions could have unintended consequences, both for NewJeans and the broader K-pop ecosystem.
What Lies Ahead for NewJeans?
As NewJeans continues to navigate their contract dispute, the group faces an uncertain future. Their decision to rebrand and operate independently marks a bold step, but it also comes with significant challenges. Without the support of a major agency, the group will need to rely on their talent, fanbase, and strategic partnerships to sustain their success.
Meanwhile, Min Hee-jin’s silence leaves many questions unanswered. Will she eventually break her silence and address the controversy? Or will she continue to distance herself from the situation, allowing NewJeans to chart their own path? As the drama unfolds, one thing is clear: the NewJeans Crisis is far from over, and its ripple effects will be felt across the K-pop industry for years to come.
In the end, the dispute serves as a stark reminder of the complexities of the K-pop industry, where artistic passion, business interests, and personal relationships often collide. As NewJeans and ADOR continue their legal and public battles, the industry will be watching closely, hoping for a resolution that balances fairness, accountability, and the enduring spirit of K-pop.