If you’ve been keeping up with K-Pop news over the last 24-48 hours, you’ve likely heard of the explosive feud happening between HYBE Labels and ADOR CEO Min Hee Jin. It’s unclear just how things are going to turn out at this point, whether ADOR will break away from HYBE or Min Hee Jin alone will end up leaving the company, or some other outcome entirely. But it has happened at a crucial time in NewJeans‘ career, as the K-Pop girl group is preparing for their long-awaited comeback.
NewJeans | ADOR
They’re set to release a music video for the promotional, pre-release song “Bubble Gum” on April 27, as a commercial song for the Japanese shampoo brand Kao. It’s part of two double singles planned to drop in the next couple of months, with “How Sweet” set to come out in May and both “Supernatural” and “Right Now” prepared for a June release.
#광고 #Essential#NewJeans #뉴진스 #NewJeans_BubbleGum pic.twitter.com/KAXBU39oyh
— NewJeans (@NewJeans_ADOR) April 7, 2024
While Min Hee Jin has shared a vague statement regarding whether or not NewJeans’ upcoming comeback will go as planned, fans are still concerned that there could be negative consequences for the girl group because of the ongoing fallout.
I don’t want to dilute the main issue here with unnecessary comments. There are very important schedules ahead for NewJeans, so we are discussing what is the best course of action.
— Min Hee Jin
| ADOR
They’ve taken to social media to express their concerns, hoping to get some answers from ADOR or someone else involved to give a clearer indication on what to expect in the next couple of months.
We still getting the comeback without any schedule changes right? @NewJeans_ADOR pic.twitter.com/kYAzqcJFTk
— kiga (@fami_himeX) April 22, 2024
so is the new jeans comeback still happening or ? pic.twitter.com/iUgN913Sm2
— danny ʕ≧ᴥ≦ʔ (@EUIWO0NGS) April 22, 2024
thinking about how this is all going down in the middle of newjeans’ birthday season and how excited the girls were for bubble gum’s release and their comeback just for it all to be soured. i’m sorry newjeans you deserve so much better. pic.twitter.com/wk8eKmkS55
— ྀིྀིྀིྀིྀིྀིྀིྀི (@newjified) April 23, 2024
it’s never a peaceful comeback for newjeans is it
— cleo⁷ ౨ৎ misses the tannies ᯓ ᡣ𐭩 (@_y2kbangtan) April 22, 2024
At this point, though, it’s not unlikely that even those working with NewJeans and ADOR are uncertain about what is going to happen at this point.
if newjeans is gonna be involved in massive scandals every time a comeback is near then i think im fine with getting a comeback once every 9 months
— fairy! #DAHYE MONTH (@haerinfr) April 23, 2024
jfc i just wanted a new jeans comeback pic.twitter.com/Gzclvt0blb
— lina⁷ (@heIIojoon) April 22, 2024
there’s something really wrong at Hybe for them to go out and try to damage newjeans’ reputation ahead of their comeback cause this could’ve easily been a private meeting and i hope everything comes to light cause this was a sick move on their part pic.twitter.com/0LcMNC2exd
— nil 𝜗𝜚 (@newjiram) April 23, 2024
i really REALLY feel bad for newjeans with this negative publicity that they’re currently attached too because of their psychopath of a CEO, their comeback will definitely be delayed because of this. but i feel most bad for illit that was basically blamed by her for her actions.
— kurt (@ilandgirlies) April 22, 2024
Some have tried to take a more humorous approach, joking about what a NewJeans comeback could look like without the direction of Min Hee Jin.
Newjeans comeback after mhj leaves ador pic.twitter.com/AJhgEVRLYo
— ⋆ᡣ𐭩˚ KIYO ˖ ࣪ ︎ (@N2WJNS) April 22, 2024
Newjeans comeback after mhj leaves ADORpic.twitter.com/QsdQvbZ8XI
— 𝙏𝘼𝙍𝙏𝘼 𖦹 (@problemaqueen) April 22, 2024
Overall, though, the majority of fans are continuing to support the comeback by promoting it as much as they can despite the uncertainty around it.
alright let’s keep promoting the comeback!
—-
NewJeans will be making their comeback with double singles on May 24th and June 21st.
May 24th:
1. How Sweet
2. Bubble Gum
June 21st:
1. Supernatural
2. Right Now
Bubble Gum MV Release (April 27, 00KST)
— ۟ (@Hyeliee) April 23, 2024
What do you think will happen regarding NewJeans’ comeback?
