Starting in November, members Haerin and Hyein rejoined ADOR, followed by Hanni in December. But the group’s future remains uncertain. Minji’s participation is still unclear, and Danielle, whose contract with ADOR has been terminated, faces damages claims of around KRW 43 billion (around $32 million). In fact, the original five-member lineup disintegrated.
There is no clear plan for a comeback in the first half. NewJeans hasn’t released a new album since “How sweet” in May 2024, and if there is no return by mid-2026, the gap between releases will reach two years, effectively a career hiatus by K-pop standards.
While NewJeans remains locked in the dispute, the K-pop landscape has changed. The groups that once labeled their “fourth generation rivals” such as aespa and IVE dominated the awards season and consolidated their positions. With emerging fifth-generation groups aiming for the global market, NewJeans’ space has narrowed. Considering the album’s production timeline, from song acquisition to the record industry, industry insiders believe a rushed return without planning is unrealistic.
But the bigger problem is this: NewJeans isn’t trying to rebuild trust. In idol culture, image is a powerful brand and a key weapon. However, since announcing their return, NewJeans have shown no effort to restore their damaged reputation. Instead, they continued the stalemate with ADOR, leaving the public’s trust unguarded.
There is growing concern that members themselves do not fully understand the root of the controversy. What NewJeans urgently needs is not simply a return, but a legitimate reason to return. Expecting them to recapture past success solely through performance is wishful thinking.
The public was shocked by the group’s behavior during the dispute. Their actions clashed with the innocent image they had cultivated through their music. Despite benefiting from the K-pop system by enjoying wealth and popularity, some members publicly criticized the system and positioned themselves as revolutionaries. They reported workplace harassment and sought support from national institutions, but rejected court rulings when independent businesses were legally blocked. This contradiction intensified the disappointment.
Most surprisingly, the group never apologized for dragging other artists into their dispute and causing collateral damage. Their persistent silence only fuels the belief that they may still be clinging to past antagonistic positions towards peers.
If NewJeans moved forward without acknowledging or apologizing for the harm caused, it could be their worst decision. In a damaged image, even quality music and performances will struggle to move audiences. What NewJeans really needs now is the courage to face the consequences of their words and actions and close this chapter with responsibility and dignity.
Sources: Sports Seoul
