Global K-pop phenomenon NewJeans has once again captured attention by creating a new, independent Instagram account separate from their agency, ADOR. Launched under the handle @jeanzforfree, the account quickly amassed over 1.2 million followers, underscoring the group’s immense popularity and dedicated fanbase.
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In their first post on the new account, members Minji, Hanni, Danielle, Haerin, and Hyein greeted fans warmly, assuring them that the account is authentically theirs. "It’s really us," said Danielle in a video shared through Instagram Stories. "We missed you all," added Minji, promising fans they would be more present on this platform.
Their first post 👇
Supporting Protestors with a Warm Gesture
On the same day, NewJeans took their support for social causes a step further by offering meals to participants of a rally in Seoul's Yeouido district. The demonstration, calling for the impeachment of President Yoon Suk-yeol, has garnered significant public attention. NewJeans announced they had pre-paid for an array of meals, including gimbap, mandu soup, and samgyetang, at local eateries near the protest site.
The group extended the offer to all rally-goers with light sticks, regardless of their allegiance to any particular artist, under the banner of their fanbase name, “Bunnies.” "It’s cold in Korea right now," Minji said. "We want everyone to eat well and stay warm." Hyein expressed admiration for the collective efforts of K-pop fans and hoped their gesture could provide encouragement.
Escalating Dispute with ADOR
This bold move by NewJeans comes amidst a turbulent period in their relationship with ADOR. The agency has disputed the group’s claim of contract termination, leading to a high-profile legal battle. The group alleges that ADOR and its parent company HYBE have undermined their value and interfered with their activities.
Despite the legal dispute, NewJeans has continued fulfilling scheduled appearances, including a recent guest performance at a concert by Japanese duo YOASOBI. Interestingly, during that event, the group refrained from mentioning their official name, sparking speculation about their future branding.
Fan Reactions and Industry Impact
Fans have flooded the new Instagram account with messages of support, applauding NewJeans for their autonomy and generosity. Industry watchers note that their public actions, from the Instagram launch to their rally contributions, underscore a clear intent to carve out a path independent of ADOR’s control.
As the legal battle unfolds, NewJeans' proactive steps are setting a new precedent for artist independence in the K-pop world, resonating with fans and peers alike.