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The members of NewJeans have officially launched their new chapter by completing the trademark registration for their new group name, NJZ. This move follows the group’s decision to terminate their exclusive contract with their former agency, ADOR, last year. The registration marks a significant step toward their independent future, despite ongoing legal battles with ADOR.
Trademark Registration and Rebranding Efforts
On February 6, 2024, the members of NJZ—Minji, Danielle, Hyein, Haerin, and Hanni—filed for the NJZ trademark through their legal representative, Sejong Law Firm, as per KIPRIS (Korea Intellectual Property Rights Information Service). The trademark covers 10 different categories, including advertising, merchandise sales, and more. Some of the items included in the trademark are CDs, clothing, lighting equipment, leather products, fragrances, fruit-based beverages, and even furniture, signaling the group’s complete rebranding effort.
While NJZ is embracing the new name, the members clarified that they have not entirely abandoned their original identity. Instead, they opted for NJZ to retain the essence of NewJeans while marking a fresh start. With the trademark secured, NJZ’s rebranding efforts have officially begun, as they prepare to move forward as an independent entity.
Legal Battle with ADOR
Despite the rebranding, ADOR, their former agency, has maintained that the group’s exclusive contract is still valid until July 2029. In December 2024, ADOR filed a lawsuit with the Seoul Central District Court to confirm the contract’s validity. Additionally, in January 2024, ADOR sought an injunction to prevent NJZ from signing any independent advertising deals or engaging in promotional activities without the agency’s approval. The case is currently ongoing in court, with both parties presenting their arguments regarding the legal implications of the contract termination.
NJZ Moves Forward
Even with the legal challenges looming, NJZ is actively forging ahead with their new identity. The group has rebranded their social media presence, changing their handle from @jeanzforfree to @njz_official and unveiling a new logo. The fans, known as Bunnies, are also eagerly anticipating NJZ’s first official performance under their new name. The performance will take place at ComplexCon Hong Kong, scheduled for March 21-23.
Looking Ahead
NJZ's journey to independence marks a bold new chapter in their career, and despite the legal hurdles, the group is clearly focused on moving forward. Their first official performance under their new name will be a milestone event, and fans are excited to see what the future holds for the rebranded group. As the legal battle continues, NJZ is determined to redefine their identity and career on their own terms, signaling a fresh start for the talented K-pop group.
