The first move came from ADOR. On January 13 ADOR announced: “Last week we filed an injunction in the Seoul Central District Court against members of NewJeans for “preserving management agency status and prohibiting independent advertising contracts.”“
According to ADOR, the injunction aims to ensure that ADOR remains recognized as a management agency with their exclusive contract and to prevent members of NewJeans from independently signing advertising contracts or engaging in promotional activities without ADOR’s approval until the first verdict of trial in the lawsuit filed in December. 3, 2024 regarding the validity of the exclusivity contract.
This move was expected. After NewJeans’ activities with ADOR largely ended following the Golden Disc Awards on January 4, rumors of legal action against NewJeans were already widespread in the music industry. HYBE has made no attempt to hide its intentions, with senior executives reportedly discussing the possibility of bringing the injunction during meetings with media officials.
As a result, the court’s decision will soon determine whether NewJeans can conduct independent business. While exclusive contract litigation can take 1-2 years, an injunction generally reaches a decision within 2-3 months.
If the court upholds ADOR’s injunction, NewJeans’ independent actions would be immediately curtailed. However, if the injunction is denied, NewJeans would effectively get the green light to proceed with its operations unhindered.
Notably, ADOR sought an injunction not to prohibit NewJeans’ activities but specifically to prohibit independent advertising contracts. Despite the ongoing dispute, NewJeans has maintained its influence, ranking first for the second consecutive year among singers under 30 in the Gallup poll and securing first place at the 2025 Korea First Brand Awards in the advertising category. This reflects their strong position in the advertising industry. ADOR also acknowledged having received “various external proposals for advertising and events”.
By focusing on blocking advertising contracts, ADOR appears to be targeting the financial foundation of NewJeans’ independent businesses, with the goal of forcing them back into the ADOR fold.
While the injunction heavily emphasizes advertising contracts, the crux is preserving ADOR’s status as NewJeans’ management agency. While the court’s final decision on agency status will come during the main case, the current question is who will have the authority to manage advertising contracts in the meantime.
If the court sided with ADOR, their strategy would succeed. However, if rejected, the move could backfire on ADOR.
Since the beginning of December last year, following plans for Japan, NewJeans has left ADOR’s quarters and treated ADOR as a partner exclusively to fulfill remaining contractual obligations. Reports suggest that NewJeans traveled individually to ADOR offices for activities and similarly dispersed after completing programs.
In response, ADOR reportedly increased surveillance, with HYBE staff installing cameras to monitor vacated accommodation. Many directors and managers who worked with NewJeans at ADOR have also recently left.
In this tense situation, the court’s decision will undoubtedly affect the future of both NewJeans and ADOR.
NewJeans had originally planned a domestic fan concert after last year’s Japanese fan concert, along with a world tour and album release in early 2025. However, these plans were disrupted by the dispute with the agency, leaving their schedule for this year unclear. ADOR said they have already prepared activities for NewJeans, including a full album and fan meetings, and expressed hope for open communication with the members.
It looks like NewJeans’ career trajectory will become clear when the cherry blossoms bloom. Whether NewJeans travels a path of independence or ADOR emerges victorious, Spring has the answer.
