While Newjeans He faces a prolonged break and a wave of replaced sponsorships, music and experts in the sector are standing with a clear consent: Their unique appeal in K-Pop remains unparalleled.
Among the legal dispute of the group with the Ador agency and the resulting break in the activities, advertisers are starting to see Newjeans’ absence as responsibility. Aespa Recently filmed a performance video entitled “Dirty Work” using the iPhone 16 Pro, Mirroring Newjeans’ Viral strategy “ETA” MV. Other recent examples show a clear change in the brand’s strategy:
- Oh Haewon (NMIXX) The exclusive model for Coca Cola.
- Stray children replaced Newjeans AS Global Ambassadors to PeperoA position that the women’s group has held for two consecutive years.
- Growing group Mevv was presented in Nike’s “After Dark Tour Seoul 10k”—A brand that once worked closely Newjeans.
- Stonehenge continue to sell articles from their collaboration “lucky on you but is removed Newjeans’ Images from his homepage.
- Shinhan Bank chose not to renew the contract with Newjeans After it expired in December 2024.
- Minji it is no longer listed as a Chanel AmbassadorAnd other fashion brands are exploring new faces.
This gradual transition is also reflected in Research volume down by Google trendsparticularly in JapanWhere the interest dropped significantly after the group’s break was announced in March.
On the contrary, former target of disputes YOU He sculpted his niche. Their ost “Almond chocolate” and June mini-album “bomb” they traced well, while the extravagant track of the title “Do the dance” He is gaining praise for his fresh charm.
Critic Kim Do-Heon noted: “Illit and Newjeans started from different points. Illit is now becoming in a fully defined group fully defined.”
Yet critics argue that despite the loss of commercial momentum, Newjeans’ The cultural and creative imprint is still singular. Music critic Kim Do-Heon explained, “Many groups of beginners today have captivating songs but lack conceptual consistency. Or have unique concepts but the members cannot give them life. No group has yet combined neojeans in terms of total cohesion, from music and visual for performance.”
Critic Lim Hee-Yoon Added, “The people who once loved Newjeans for their fresh and young image could now feel disconnected because of the legal disputes and their positioning as” K-pop revolutionaries “. That’s why the new and simple faces are attracting attention.
Also like The approval offers of the turn AND Research trends fall, Newjeans’ Artistic identity and emotional resonance Continue to distinguish them from the package. Their brand may have suffered temporary success, but theirs The impact on K-Pop remains without shake.
