Many of NewJeans’ high-profile brand partnerships have recently come to an end, and naturally, new models have taken their place.
Due to the group’s ongoing legal dispute with their label, ADOR, all team-based advertising campaigns and ambassador roles have been put on hold. A court ruling barred the members from entering into any independent sponsorships or brand deals without their agency’s approval. As a result, several notable endorsements have ended:
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Apple: NewJeans previously promoted the iPhone. They’ve since been replaced by SM Entertainment girl group aespa.
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Coca-Cola: Following the end of their contract, Oh Haewon of NMIXX became the new face of the brand.
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Pepero: Boy group Stray Kids succeeded NewJeans as Pepero’s brand ambassadors.
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Korean Tourism: IU was recently appointed as the new honorary ambassador, taking over from NewJeans.
These are just a few of the brands that have cut ties with the group amid their legal turmoil.
NewJeans debuted in 2022 under ADOR, a HYBE subsidiary, and quickly rose to fame with viral hits like “OMG,” “Ditto,” and “Super Shy.” The latter became their highest-charting track across the Billboard Global 200, US Billboard Hot 100, and UK Singles Chart.
In 2024, a power struggle between ADOR’s former CEO Min Hee-jin and HYBE executives sparked tensions within the agency. By early 2025, all five members—Minji, Hanni, Danielle, Haerin, and Hyein—sought to terminate their contracts with ADOR. Although they briefly attempted to rebrand as NJZ in February 2025, an injunction forced them to stop using the name in April. The legal battle over their contracts is still ongoing.
Source: Instagram
