SEOUL (ANN/KOREA HERALD) – K-pop girl group NewJeans has officially rebranded as NJZ and is set to embark on independent activities without former agency Ador, beginning with a concert in Hong Kong next month.
The group unveiled its new name on Friday, releasing official photos via social media and updating its account handle from “jeanzforfree” to “njz_official.” NJZ also announced its participation in Complex Live, a concert held as part of ComplexCon, a global street fashion and culture festival. The event, set to take place at AsiaWorld-Expo in Hong Kong from March 21 to 23, will mark NJZ’s first official performance under its new identity.
“We are thrilled to be stepping onto the stage for the first time as NJZ and sharing something new with everyone,” said Minji in a press statement Friday. “It’s a big moment for us, and we can’t wait for fans to be a part of this journey and experience the new music we’ve been eager to share.”
The rebranding comes amid an ongoing legal dispute between NewJeans and Ador. In November, the group held an urgent press conference to announce the termination of its exclusive contract with the agency, citing allegations of mistreatment, ostracism, and contractual breaches.
In response, Ador filed a lawsuit with the Seoul Central District Court the following month, seeking legal confirmation that its contract with NewJeans remains valid. The agency also requested an injunction to retain its management rights and prevent the group from signing independent advertising deals.
Reaffirming its stance against returning to Ador and parent company Hybe, NJZ recently appointed law firm Sejong, signaling intentions for further legal action. Sejong also represents former Ador CEO Min Hee-jin, who has been engaged in a separate legal dispute with Hybe.
