NewJeans Ultimatum Demands Ador Reinstate Ousted CEO

Let the K-pop drama continue: A showdown between Hybe and the ousted CEO of its Ador subsidiary has prompted a firmly worded ultimatum from rising girl group NewJeans.

This latest development came to light in reports from regional outlets including the Korea Times. As many already know, Hybe is grappling with two controversies at present, the other stemming from a leaked company document.

But the intensifying Ador dispute predates the document difficulties and is arguably more urgent for the professional home of BTS. We've covered the confrontation from the outset – including one heavily publicized press conferencea livestream from NewJeansample back and forth, moment involved legal battleand the exit of Ador CEO Min Hee-jin.

In short, regarding the battle's background, Min took issue with the alleged image overlap between Ador's NewJeans and Hybe-owned Belift Lab's Illit. Multiple twists and turns later, the exec did, as mentioned, depart Ador – albeit while pledging to keep on fighting Hybe's perceived contractual violations in court.

Unsurprisingly, there have long been questions as to exactly how far NewJeans members, who trained under and collaborated closely with Min, would go in responding to the situation. Now, thanks to their ultimatum, laid out in a certified letter and containing a 14-day response deadline to boot, we have a clear-cut answer.

Threatening to terminate NewJeans' Hybe/Ador contract unless several demands are met, that ultimatum is explicitly calling for the return of Min, per the Korea Herald. Especially given Hybe execs' public comments and legal maneuvers in this area, it remains to be seen whether the sought reinstatement will come to fruition.

According to the same source, NewJeans is also seeking additional information pertaining to critical remarks made about its members in the leaked document – ​​besides, among other things, an apology from another Hybe act's manager for allegedly urging artists to “ignore” NewJeans' Hanni.

Stated differently, the NewJeans-Ador conflict is now out in the open, and the group, boasting nearly 16 million Spotify monthly listeners, is far from “Super Shy” about airing its grievances.

As to where things go from here, NewJeans is reportedly still fulfilling its performance obligations. Ador, for its part, has acknowledged the ultimatum while stopping short of directly addressing the demands.

“We have received the certified letter this morning and are currently reviewing it to understand the specific requests,” an Ador spokesperson relayed today, per the Herald. “We will do our best to resolve the matter wisely and ensure continued partnership with the artist.”

Over the coming weeks, it'll be interesting to see whether that desire for “continued partnership” is enough to fuel Min's return – and, if not, whether the resulting legal dispute sets the stage for feuds involving other K-pop artists.

To be sure, even Hybe's leaked internal document is reportedly eliciting less-than-thrilled responses from some professionals as well as a number of the space's passionate fans. In prior dust-ups between K-pop companies and talent, superfans haven't hesitated to rally behind their favorite artists.