It’s hard to restore one’s reputation.
A recent news article about NJZ’s (NewJeans) long hiatus became a hot topic on online community boards, garnering over 60,000 views and over 600 comments.
The article reported that NJZ’s hiatus was getting longer. Their last official activity was the Japanese debut album, Supernatural, released on June 21, 2024. Regarding Korean activities, the single “How Sweet,” released on May 24, was their last official activity.
Afterward, the five members held a press conference in November 2024, continuing their legal dispute with ADOR. Their plans to re-debut as NJZ have also fallen through.
Previously, the Seoul High Court dismissed NJZ’s appeal against the court’s decision to ban independent activities.
Court Announces Decision Regarding NJZ’s (NewJeans) Injunction Appeal
Although the symbolism that NJZ brought to the K-Pop industry is still valid. Popular music critic Kim Do Heon felt no one had surpassed their style.
NJZ is not just a well-made team, but a group that organically reflects the planner’s vision. No one has passed that level of organicity and unity.
— Kim Do Heon
However, as time passes, the advertising industry recognizes the “hiatus” as a risk. Recently, aespa filmed a performance video using the Apple iPhone 16 Pro, the same way NJZ filmed their “ETA” music video.
NMIXX’s Haewon filmed an individual Coca-Cola commercial while Stray Kids took the position of Pepero’s global model, which NJZ had been ambassadors for two years in a row.
The luxury brand industry has also shown signs of change as Minji was excluded from the Chanel ambassador list.
However, ambassador activities within the ADOR contract are still ongoing. Danielle recently attended the launch event for the Swiss watch brand Omega. The other members can also conitnue activities through ADOR within the remaining period of their ambassador contracts.
K-Pop is an industry that moves very quickly. With hundreds of new groups being released, a one-year hiatus is fatal to even the most successful groups.
— critic Im Hee Yoon
Meanwhile, ADOR is still waiting to reunite with NJZ.
We hope the members will return to their original position as NewJeans and continue promotions. Next month, they will celebrate their three-year debut anniversary, and the company plans to do its best to support them to grow even more.
Netizens agreed that it was hard to restore a celebrity’s image.
- “Image is everything for a celebrity.”
- “It feels like just yesterday when advertisers supported NJZ…now it’s all just delusion.”
- “They were a group that had the support of the fandom and the public…can’t believe this is where they are now.”
- “If you aren’t the talk of the town anymore, it’s just downhill from there.”
- “I don’t have any anticipation for their recent songs.”
