K-pop girl band NewJeans / Courtesy of Ador

K-pop girl group NewJeans is signaling an imminent return after a hiatus of more than a year. However, the impending comeback is a corporate overhaul, testing whether the act can salvage its brand following a major legal defeat and lineup changes.

The reshuffle stems from the group's failed attempt to terminate their exclusive contracts in November 2024. After a court ruled in favor of its agency, Ador, members Hyein and Haerin individually confirmed their return. Hanni and Danielle, however, drew public criticism for notifying the agency of their return late and unilaterally. Ador terminated only Danielle's contract late last year, citing a "breakdown of trust."

With Minji's return still officially unconfirmed, the five-member act is shifting toward a four- or potentially three-member lineup. The agency is preparing to normalize this new reality.

Ador recently replaced the group's official social media profile photos with logo-centered images, pivoting away from full-group pictures. The agency also removed Danielle's information from domestic and global platforms, firmly establishing a four-member roster.

Physical signs of a return are also mounting. Fans recently spotted Haerin, Hyein and Hanni in Copenhagen, Denmark. Ador confirmed the members visited the city with agency staff, fueling speculation that the overseas trip was for comeback preparations. During the previous legal battle, Ador said preparations for a full-length album were already complete.

From left, NewJeans' members Hyein, Hanni and Haerin / Courtesy of Ador

At the same time, the group is taking steps to mend strained fan relations. Hyein made a surprise visit to a fan-hosted event at a local cafe celebrating her birthday on April 21. She thanked supporters and was seen wiping away tears. Ador uploaded a happy birthday message for Hyein on official social media.

The industry is now watching closely to see if the group can redefine its direction and overcome the waning public support that set in during the prolonged dispute.

This article from the Hankook Ilbo, the sister publication of The Korea Times, is translated by a generative AI system and edited by The Korea Times.

Source: Korea Times News