As NewJeans Turns Away, ADOR Opens Doors to New Stars: A Strategic Move for Survival

As the high-profile dispute between ADOR and NewJeans continues, the HYBE subsidiary has begun to explore new avenues for survival. On June 12, ADOR officially announced the launch of the 2025 ADOR Boys Global Audition, under the slogan “All Doors Open Right Here.”

Accompanying the announcement was a visually engaging campaign video that portrayed diverse boys connected by a shared dream, symbolizing unity amid individuality. In a statement, ADOR expressed hope that “those with limitless talent and passion will knock on the door to their dreams.”

Currently, NewJeans consisting of Minji, Hanni, Danielle, Haerin, and Hyein is the sole artist group listed under ADOR. However, their relationship with the agency has deteriorated sharply.

The conflict began in April 2024, when HYBE accused former ADOR CEO Min Hee-jin of trying to take control of the label. In response, Min Hee-jin claimed HYBE had copied NewJeans’ concept, triggering a major fallout.

After Min Hee-jin’s dismissal, NewJeans announced plans to terminate their contract with ADOR, citing breaches and demanding her reinstatement. When denied, they pursued legal action.

ADOR responded with an injunction to block independent activities, and in March, the court ruled in ADOR’s favor, imposing ₩1 billion penalties per member for violations. Despite this, NewJeans argued the relationship is “irreparably broken” and insisted there’s no going back.

As a label that functioned solely around NewJeans, ADOR has struggled to maintain momentum amid the turmoil. By launching a new global audition for a boy group, the company appears to be diversifying its artist roster in an attempt to stabilize operations and future-proof its brand.

During the latest hearing on June 5, the court encouraged both parties to seek a resolution. ADOR submitted documents claiming to have provided continuous support for NewJeans even after Min Hee-jin’s departure. However, the group’s legal team rebutted the evidence as insufficient and symbolic, arguing that “replacing a producer is not a simple task of selecting from a list.”

The unfolding situation leaves ADOR at a crossroads, balancing damage control with new ventures. With NewJeans adamantly refusing reconciliation and ADOR shifting focus to fresh talent, all eyes are on how this standoff will reshape the future of both the company and one of K-pop’s most prominent girl groups.