NewJeans Under Review as Incheon Airport Ambassador Amid ADOR Legal Dispute

With their year-long contract nearing its end, Incheon Airport Customs is currently reviewing whether to extend K-pop group NewJeans’ term as honorary ambassadors.

According to officials on March 27, the agency signed a one-year promotional deal with NewJeans in March 2023. The contract is scheduled to expire at the end of this month.

“As the contract end date approaches, we plan to discuss a possible extension with NewJeans’ side,” a customs representative stated.

The official also addressed recent online speculation, saying, “There were never any NewJeans banners installed inside the airport, so rumors about them being taken down are not true.”

When NewJeans was first appointed as promotional ambassadors, the customs office praised them as “a representative K-pop group well-suited for promoting customs administration.”

However, the situation shifted last April after a corporate dispute emerged between NewJeans’ label ADOR and its parent company HYBE. The ongoing conflict has reportedly dampened the anticipated impact of the group's ambassador role.

Most recently, a court ruled that NewJeans members cannot engage in solo activities without coordination from their agency, further complicating the group’s public engagements.

ADOR Lawsuit and Court Ruling: Why NewJeans Is Under Review as Incheon Airport Ambassador

NewJeans’ ambassadorship with Incheon Airport Customs is now under review, and the timing coincides with escalating tensions between the group and their label, ADOR—a situation that has drawn international attention.

In November 2023, all five members of NewJeans—Minji, Hanni, Danielle, Haerin, and Hyein—requested to terminate their exclusive contracts with their agency ADOR, citing issues related to management and trust. In the wake of the conflict, the group temporarily rebranded as NJZ and began independent activities, distancing themselves from the ADOR-HYBE dispute.

However, on March 21, 2024, the Seoul Central District Court granted ADOR’s request for an injunction to preserve its status as the group’s official management agency. The ruling effectively blocked the members from pursuing solo or independent group promotions without ADOR's approval.

In response, NewJeans issued a statement respecting the court’s decision and announced a temporary suspension of all NJZ activities, saying, “We have decided to pause all current activities in accordance with the court's ruling.”

A recent BBC News Korea video explores the situation in greater depth. The piece features interviews with the members before and after the court decision, offering insight into why they began speaking out and what this legal battle means for their identity, agency, and careers. The coverage sheds light on the emotional toll of the dispute and the members' hope for change within the K-pop industry.

As legal proceedings continue, the ongoing lawsuit and management uncertainty have raised questions about the group’s public image and brand partnerships—including their current role as honorary ambassadors for Incheon Airport Customs.

What’s Next for NewJeans (NJZ)? The Uncertain Future of K-pop’s Global Phenoms

As legal disputes cast a shadow over their agency status, the fate of NewJeans—or NJZ—remains unclear. Yet despite legal roadblocks, the members continue to prove their star power on the global stage.

Earlier this month, NewJeans performed as NJZ at ComplexCon Hong Kong, captivating fans with a bold, independent showcase that included their latest single Pit Stop. The track marked their first release under the NJZ banner and was met with enthusiastic responses from both fans and international media.

While the group is currently pausing NJZ activities out of respect for the Korean court ruling, anticipation for what comes next has only grown. Western media outlets like BBC, Billboard, and Rolling Stone have highlighted the group’s ongoing influence, praising their artistry, trend-setting fashion, and bold push for autonomy within the K-pop system. Many see NewJeans not only as chart-topping idols but as trailblazers redefining what it means to be a K-pop artist in the age of global fandom and creative independence.

As fans await clarity on their contract situation, one thing remains certain: whether under the name NewJeans or NJZ, the five members have already left a significant mark on the industry—and the world is watching closely to see how their next chapter unfolds.