The future of K-pop group NewJeans remains uncertain as the fallout from a protracted legal battle with their agency, ADOR, continues to unfold. A recent, seemingly minor change on the group’s official Instagram account – the unfollowing of longtime sponsor OLENS – has sparked renewed concern among fans and raised questions about the group’s brand value and potential for continued success.
NewJeans, once widely considered a leading force in the fourth generation of K-pop, has been navigating a turbulent period following disputes with ADOR. The situation reached a critical point with the expulsion of member Danielle and the still-unconfirmed return of Minji. Amidst this instability, the move by OLENS, a prominent Korean contact lens brand, to unfollow NewJeans’ Instagram account has been interpreted by many as a significant indicator of deeper issues.
OLENS’s decision is particularly noteworthy given the brand’s consistent support of NewJeans since 2023. Unlike other endorsement deals that were withdrawn during the legal conflict between the group and ADOR, OLENS maintained its ambassadorship throughout the proceedings. This loyalty made the recent unfollow a surprising development, fueling speculation that the partnership has ended.
Fans quickly took to social media to express their anxieties, with many interpreting the move as a sign of dwindling brand value. One Twitter user, @NJZBAM2, posted a screenshot of the unfollow, stating simply, “It seems like Olens ended their contract with NewJeans, as they unfollowed their official account.” The post quickly gained traction, amplifying concerns about the group’s future.
The implications extend beyond a single sponsorship deal. Several observers have pointed out that OLENS consistently featured the NewJeans members prominently in their marketing materials, even during the hiatus caused by the legal dispute. The decision to end the contract, particularly after the group returned with an incomplete lineup, suggests that brands are increasingly valuing NewJeans specifically as a five-member ensemble. As one Twitter user, @LLP20002, noted, “Olens was the brand that posted the members the most during the hiatus, but once the group returned as an incomplete lineup, they decided to end the contract. This further proves that brands recognize NewJeans’ value specifically as a five member group.”
The situation is further complicated by accusations leveled against ADOR, with some suggesting that the agency’s handling of the legal dispute has damaged NewJeans’ reputation. Another Twitter user, @kittyprince_dae, expressed this sentiment, stating, “I’ll be honest I think this is partially recognizing NJZ brand as a whole but also that ador ruined their reputation by suing the dolphiners… nobody wants to work with people who will sue them and not keep their word.” This highlights a growing perception that ADOR’s actions have created a climate of uncertainty that is deterring potential partners.
The legal battle between NewJeans and ADOR, which began in November of last year, centered on the validity of the group’s exclusive contract. NewJeans initially sought to terminate the contract and pursue activities independently, prompting ADOR to file a lawsuit to uphold its validity. While the court partially granted ADOR’s injunction request, restricting the members from independent activities, a final ruling was scheduled for October 30, 2025, but ultimately failed to resolve the dispute.
Despite the ongoing challenges, NewJeans announced their intention to return as a full group. However, the OLENS situation underscores the fragility of the group’s position and the potential for further setbacks. The loss of a key sponsorship deal, coupled with the unresolved issues surrounding Danielle’s expulsion and Minji’s return, paints a picture of a group struggling to regain its footing.
The sentiment among fans is increasingly pessimistic, with some openly speculating about the possibility of disbandment. As one Twitter user, @downl1ke, poignantly stated, “Praying In other words disbandment.” This reflects a growing sense of despair among those who have followed NewJeans’ journey and fear that the group may not be able to overcome the obstacles it currently faces.
The coming months will be critical for NewJeans and ADOR. The outcome of the legal proceedings, coupled with the group’s ability to secure new partnerships and rebuild its brand image, will ultimately determine its future. For now, the unfollow by OLENS serves as a stark reminder of the challenges that lie ahead and the precarious state of one of K-pop’s most promising acts.
