ADOR takes legal action against NewJeans over independent brand deals

HYBE label ADOR has filed an injunction to prevent girl group NewJeans from signing brand deals independently.

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On January 13, ADOR announced that it filed an injunction request to the Seoul Central District Court last week to prevent NewJeans from signing independent brand deals amid its ongoing contract dispute with the girl group.

According to Yonhap News Agency, ADOR shared that the members of NewJeans have contacted advertisers in attempts to sign independent brand deals despite the unresolved contract dispute.

“This decision was made to prevent confusion and potential harm to third parties, including advertisers,” it claimed. “Allowing unilateral terminations of exclusive contracts and independent activities without legal procedures could undermine investment in the entertainment industry and destabilize the K-pop sector/”

Back in November, NewJeans held a press conference announcing the termination of their contract with ADOR, citing alleged mistreatment and breach of trust by the label and its parent company HYBE. This came after a months-long feud between the agency and Min Hee-jin, ADOR’s former CEO and creative director behind NewJeans.

ADOR soon refuted the group’s statement, claiming that their contract “remains in full effect” and that a “unilateral claim of a breach of trust” was not sufficient grounds for termination.

In December, the label filed a lawsuit against NewJeans to verify the legal validity of their contract, which the group called “unethical and inhumane”.

The label has also asked the group to stop using an independent Instagram account they created after announcing their departure from ADOR due to “concerning” inquiries from third-parties such as advertisers. “Separate entertainment activities through the accounts could cause legal issues,” it said.