Imagine waking up one morning to find out that your favorite K-Pop group has changed their name, their look, and their future direction overnight. This is exactly what happened with NewJeans and their recent rebrand (which includes a new name and a strikingly different visual concept). So, what happens when the members of one of K-Pop’s biggest groups decide to take control of their careers all by themselves? Well, let’s find out together!
The Rise of NewJeans
Debuting in the summer of 2022 under HYBE’s subsidiary ADOR, NewJeans quickly became one of the most talked-about groups in K-Pop. Their fresh and nostalgic Y2K-inspired concept set them apart from other fourth-generation artists, and fans fell in love with their effortlessly cool vibe. Dominating fashion and beauty trends while securing major brand deals with luxury companies, they proved to be the ultimate trendsetters.
However, things took a dramatic turn when HYBE and ADOR’s former CEO, Min Hee-jin, began clashing. Min, a creative force behind NewJeans’ concept, was personally close to the members, acting as both mentor and guide. But in August last year, Min Hee-jin was removed from her position as ADOR’s CEO, an event that sparked major upheaval. The members of NewJeans, unhappy with the decision, made an unprecedented move: they took a public stand on an anonymous YouTube channel, demanding her reinstatement. When their demands were ignored, the conflict escalated further—to the point where the group sought legal action, arguing that their treatment under HYBE was sufficient reason to dissolve their contracts.
Shop K-pop Albums & Merch at DKshop!
Explore our extensive collection of K-Pop merch, lightsticks,
and photobooks, and easily shop your favorite albums.
The Birth of NJZ
With their contract going to court this April, NewJeans officially reintroduced themselves with their new name: NJZ. Bunnies had speculated about the group’s potential rebranding, especially after the members held a fan competition to help choose a new name.
In an exclusive interview with CNN, member Hanni shared that while the transition was daunting, it was also very liberating. “(The new rebrand is) definitely going to be very different to what people are familiar (with) … and the image that we debuted with. (…) Beforehand, we were very focused on being the kind of ‘girl next door’… So, we’re going for a (look that’s) a lot more sharp, a lot more bold.” The members also went on to emphasize that NJZ’s goal was not to get rid of their past as NewJeans but to build on it, evolving both their music and image—and fans have already noticed significant changes in their artistic direction. Accompanying the name change, NJZ released a striking concept photo editorial featuring a futuristic, chromatic visual aesthetic—far removed from the softer, nostalgic style that defined NewJeans.
Of course, this high-profile rebrand hasn’t come without its challenges. ADOR insists that the members’ contracts remain legally binding, making the rebrand a potential violation. In a statement to CNN, ADOR expressed, “We worry that announcing an unauthorized new group name or engaging in entertainment activities before a legal judgment is reached… could constitute a material breach of the exclusive agency contract.” Despite these legal threats, NJZ remains steadfast, updating their social media profiles and continuing to reach out to fans with comforting messages as well as behind-the-scenes glimpses of their daily lives. Meanwhile, the fans, many of whom are also frustrated at ADOR and HYBE, have rallied around the girls, offering unwavering support.
Seizing New Opportunities
Amidst the controversy, NJZ are wasting no time in seizing new opportunities. They’re set to headline ComplexCon Hong Kong 2025, sharing the stage with international artists like Metro Boomin and Quavo, as well as renowned Korean hip-hop artists like ZICO and Changmo. This isn’t just another performance at a high-profile event—this will mark their official debut under their new name, with fans anticipating their revamped sound, fresh choreography, and bold stage presence. Fans are now speculating that NJZ will debut a brand-new song at the concert, making the event even more special.
Buy & Ship K-pop Albums & Merch
Dive into the world of K-pop albums and merch – let us
handle the seamless shipping experience while you
immerse yourself in the music and style!
NJZ 2025 World Tour Rumors
In 2024, NewJeans announced plans for a 2025 world tour, aiming to expand their performances beyond Korea and Japan to a global audience. Despite internal conflicts within their label, ADOR, and its parent company, HYBE, led to significant changes, the members expressed a strong desire to continue releasing new music and embark on the planned world tour, potentially collaborating independently with Min Hee-jin. As of February 2025, fans eagerly await official updates on tour dates and locations, hopeful for opportunities to see NJZ perform live.
Conclusion
NewJeans’ transformation into NJZ isn’t just a rebrand—it’s a statement from the members about taking control of their own future. By breaking away from HYBE, the members of NewJeans have sparked big conversations, not just for fans but across the industry, raising questions about creative freedom, power dynamics in the K-Pop industry, and what it really takes for an idol group to start over on their own terms. While we’ll have to wait and see whether the NJZ members will be able to have their contract dissolved in the coming lawsuit, the outcome, either way, is definitely going to set a brand new precedent in the industry.
What do you think about NewJeans’ new name, style, and concept? The NJZ 2025 world tour is happening! Are you hyped? Thinking of catching one (or more) of the shows? Need a place to pre-order albums for upcoming comebacks and debuts? Consider using Delivered Korea’s ‘We Buy and Ship’ or ‘You Buy, We Ship’ services or the DKshop.
Sign up & Receive 2 DK Points
Explore our extensive collection of K-Pop merch, lightsticks,
and photobooks, and easily shop your favorite albums.
