ADOR, the agency behind NewJeans, has clarified the meaning of the controversial phrase “New Beorigo” from a HYBE document, which sparked intense reactions from fans. The phrase had caused misunderstandings, with many believing it reflected unfair treatment toward NewJeans while positioning LE SSERAFIM differently from other girl groups.
On November 29, ADOR shared an official statement in response to a notice sent by NewJeans.
In their explanation, ADOR clarified the use of the phrase “New Beorigo saero pan jjameun doel il” (“Drop ‘New’ and create a new setup”) in HYBE’s document. They addressed speculation that the phrase suggested HYBE wanted to abandon NewJeans, further fueled by other internal conflicts.
The issues raised include allegations of unfair treatment toward NewJeans, unauthorized releases of trainee photos and videos, and unresolved requests from members, such as reinstating former ADOR CEO Min Hee Jin.
What Does "New Beorigo" Mean?
ADOR explained that the document in question, written by HYBE in May 2023, predates the airing of the survival show R U Next?. HYBE clarified that the phrase was not referring to NewJeans but instead was part of a discussion about LE SSERAFIM’s positioning. According to HYBE, the phrase reflected a suggestion to move LE SSERAFIM away from comparisons to NewJeans and other fourth-generation groups like IVE. Instead, the document proposed establishing LE SSERAFIM as a distinct act, similar to groups like BLACKPINK and aespa.
ADOR stated, “The artists interpreted this phrase as discrimination or abandonment by HYBE, but the document only reflected the author’s personal ideas for differentiating LE SSERAFIM. HYBE has no intention of abandoning NewJeans, and as ADOR’s majority shareholder, it has no reason to harm the group.”
NewJeans Issues a Legal Notice
On November 13, NewJeans members Minji, Hanni, Danielle, Haerin, and Hyein sent a formal legal notice to ADOR, listing several grievances. These included:
- An apology for a HYBE manager allegedly telling Hanni to “ignore” an issue.
- The removal of unauthorized trainee photos and videos.
- Reinstating former CEO Min Hee Jin.
- Addressing album “chart manipulation” allegations.
- Resolving conflicts involving director Shin Woo Suk.
- Ensuring the group’s creative independence.
In the notice, the members warned of contract termination if these demands were not addressed within 14 days.
Contract Termination Announced
On November 28, NewJeans held an emergency press conference, where they announced their decision to terminate their contract with ADOR, effective at midnight on November 29.
The group stated, “We have waited for ADOR to address our concerns, but no efforts have been made. Continuing with ADOR only prolongs our struggles and wastes time. Protecting NewJeans should be their priority, but they have failed in this responsibility.”
Hanni shared, “Leaving ADOR is not an easy decision, but it’s the only way to move forward. We believe fans who know the situation will understand.”
As tensions rise, fans are rallying behind NewJeans, hoping for better conditions for the beloved group in the future.
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