[theqoo] NEWJEANS' QUIET EXIT FROM THE CF INDUSTRY

A Quiet Exit from the Advertising World

But as time goes on, the advertising world is recognizing 'hiatus' as a risk. aespa recently shot their performance video 'Dirty Work' on an Apple iPhone 16 Pro. It's the same way NewJeans made their 'ETA' music video on an iPhone.

Haewon from NMIXX, known for her bright and healthy image, landed a solo Coca-Cola commercial, while Stray Kids took over the global model spot for Pepero, previously held by NewJeans for two consecutive years. MEOVV participated in Nike's 'After Dark Tour Seoul 10K' event in May, performing and joining the running event. Nike, which had previously featured NewJeans, now appears to be searching for new faces.

Stonehenge is still selling items from the 'Lucky You' campaign it launched with NewJeans earlier this year, but the group's images have been removed from the brand's official website. Shinhan Bank also ended its modeling contract with NewJeans without renewal, with the partnership concluding in December 2024.

Signs of change are also emerging in the luxury fashion industry. Minji has been removed from Chanel's ambassador list, and other brands are reportedly holding off on renewing contracts, having already identified new potential models. A representative from an advertising agency commented, "While brands care about buzz, they also value a model's stability and continued activity."

However, ambassador activities within the scope of ADOR's contract are still being maintained. On the 18th, Danielle attended a new product launch event for Swiss watch brand Omega in Kyoto, Japan. She also collaborated with Celine in a photoshoot for the June issue of Japanese fashion magazine SPUR. The other members are likewise expected to continue their ambassador activities through ADOR for the duration of their remaining contracts.

(blue: aespa, red: NewJeans)

The impact of NewJeans' hiatus has also been felt in Japan. It has already been a year since Hanni performed Seiko Matsuda's 'Blue Coral Ree'” at the Tokyo Dome, evoking nostalgia for the 1980s. According to Google Trends, searches for 'NewJeans' in Japan dropped sharply after the group announced a pause in activities following their performance in Hong Kong this March, and have continued to decline since. In contrast, aespa has maintained steady search interest through fan meetings and new music releases in Japan.

Meanwhile, ILLIT, who had been caught up in plagiarism accusations raised by former ADOR CEO Min Heejin, has moved past the controversy and established their own identity. Their Japanese movie OST 'Almond Chocolate,' released in February, climbed back up the charts and continues to rank high locally. Their Korean third mini album Magnetic, released in June, reached No. 2 on the Oricon Daily Chart. The title track 'Do The Dance' showcases ILLIT’s signature quirky and bubbly charm, receiving positive feedback both domestically and internationally. Pop music critic Kim Doheon commented, "ILLIT and NewJeans started from different places, and ILLIT is now growing into a group with its own identity."