Koreans Weigh In On NewJeans’ Alleged Attempts To Exclude ADOR From Their Brand Deals

Could there be implications?

• 10Asia recently reported that NewJeans had tried to sign two-party contracts with various luxury brands, excluding ADOR. Danielle was recently announced as the latest brand ambassador for the luxury watch brand Omega.

This development follows the group’s departure from ADOR and HYBE. On December 18, 2024, 10Asia reported that a NewJeans manager, referred to as Manager A, who remains employed by ADOR, assisted the group in communicating with Omega about Danielle’s desire to directly sign a contract with the brand. According to 10Asia, Manager A reached out to Omega and facilitated contract discussions between the group and the brand. Additionally, Manager B, a former ADOR employee, reportedly helped another luxury brand contact the members directly, supporting their efforts to establish a two-party contract with the brand.

10Asia noted that this could potentially be seen as a breach of NewJeans’ exclusive contract with ADOR, as the group sought to bypass the agency through direct agreements. While NewJeans have publicly declared the the termination of their contract with ADOR, ADOR maintains that the contract is still valid.

In response to the matter, Korean netizens have weighed in on NewJeans’ independent actions.

| theqoo

• What’s the problem? They’re not in ADOR.
• They left ADOR, so of course they’d sign it directly. Why would they include ADOR?
• ADOR is bullsh*tting again. F*ck HYBE.
• What’s the problem? Their contract is over.
• Why not? Someone explain the legal reason why they can’t do this.
• They’re not in ADOR anymore.
• Good~
• LOL, they don’t have a company anymore because their contract is over. What’s the problem?

You can read more on the claims below.

Korean Media Outlets Reveal NewJeans Attempts To Directly Sign With Luxury Brands, Violating Their Contract With ADOR