Legal experts are now speaking out on the ongoing dispute between K-pop group NewJeans and their agency, ADOR, after the group revealed their rebranding to “NJZ.”
The move has raised several legal questions, especially since a lawsuit over the validity of their contracts is still ongoing.
The Conflict
On February 7, members of NewJeans—Haerin, Hyein, Hanni, Minji, and Danielle—announced their departure from ADOR and revealed their new group name, NJZ.
They also announced plans to perform a new song at ComplexCon in Hong Kong, scheduled for March 21–23.
However, ADOR has voiced its disapproval, stating that the members made this decision before a legal ruling on their exclusive contracts.
The agency urged media to continue referring to the group as “NewJeans,” as the claim of contract termination is still under dispute.
Legal Concerns Over NJZ Name
Despite ADOR’s opposition, the NewJeans members are determined to use the name NJZ. But legal experts warn that this could lead to significant risks, particularly related to trademark infringement.
Attorney Ko Sang Rok, from the YouTube channel Attack on Lawyer, explained that the “NewJeans” trademark belongs to ADOR.
Even if the members’ contracts are terminated, they do not automatically have the right to the trademark. Using a similar name like NJZ could still lead to trademark infringement charges.
“Trademark infringement is a criminal offense,” Ko said, adding that legal authorities may find the name NJZ too similar to NewJeans, which could confuse the public.
Contract Breach Risks
In addition to trademark issues, the group’s independent activities—like signing new advertising deals—could lead to serious financial consequences if the lawsuit confirms their contract is still valid.
Attorney Jin Bo Ra cautioned that if the lawsuit rules against the group, they may be required to share profits with ADOR and face penalties for breaching their contracts.
Attorney Jung Jong Chae also explained that if NewJeans continues to promote under the NJZ name despite their ongoing contracts, they could face heavy penalties.
He referred to South Korea’s Standard Exclusive Contract for Singers, which mandates compensation for an artist who unilaterally breaches their contract.
What’s Next?
The first hearing in the lawsuit over the validity of NewJeans’ contracts with ADOR is scheduled for April 3. The outcome of the case will likely impact the future of the group and their ability to continue using the name NJZ.
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