While NewJeans faces a prolonged hiatus and a wave of replaced endorsements, music and industry experts are standing by one clear consensus: their unique appeal in K-pop remains unmatched.
Amid the group’s legal dispute with agency ADOR and the resulting pause in activities, advertisers are beginning to see NewJeans’ absence as a liability. aespa recently filmed a performance video titled “Dirty Work” using the iPhone 16 Pro, mirroring NewJeans’ viral “ETA” MV strategy. Other recent examples show a clear shift in brand strategy:
- Oh Haewon (NMIXX) was named the exclusive model for Coca-Cola.
- Stray Kids replaced NewJeans as global ambassadors for Pepero, a position the girl group held for two consecutive years.
- Rising group MEOVV was featured in Nike’s “After Dark Tour Seoul 10K”—a brand that once worked closely with NewJeans.
- Stonehenge continues selling items from their “Lucky You” collaboration but has removed NewJeans’ images from its homepage.
- Shinhan Bank chose not to renew its contract with NewJeans after it expired in December 2024.
- Minji is no longer listed as a Chanel ambassador, and other fashion brands are scouting new faces.
This gradual transition is also reflected in declining Google Trends search volume, particularly in Japan, where interest dropped significantly after the group’s hiatus was announced in March.
Conversely, former controversy target ILLIT has carved out its niche. Their OST “Almond Chocolate” and June mini-album “bomb” have charted well, while the quirky title track “Do the Dance” is earning praise for its fresh charm.
Critic Kim Do-heon noted: “ILLIT and NewJeans started from different points. ILLIT is now growing into a fully defined group in their own right.”
Yet critics argue that despite losing commercial momentum, NewJeans’ cultural and creative imprint is still singular. Music critic Kim Do-heon explained, “Many rookie groups today have catchy songs but lack conceptual coherence. Or they have unique concepts but the members can’t bring them to life. No group has yet matched NewJeans in terms of total cohesion—from music and visuals to performance.”
Critic Lim Hee-yoon added, “People who once loved NewJeans for their fresh, youthful image might now feel disconnected due to the legal controversies and their positioning as ‘K-pop revolutionaries.’ That’s why new, uncomplicated faces are gaining attention. But the fact that fans still miss them after a year shows that NewJeans has a uniquely compelling charm.”
Even as endorsement deals shift and search trends wane, NewJeans’ artistic identity and emotional resonance continue to distinguish them from the pack. Their brand may have taken a temporary hit—but their impact on K-pop remains unshaken.
