'Lost Two Years': Can NewJeans Regain Its Past Glory? [★22nd Anniversary]⑤

*This content was translated by AI.

[Editor’s Note] K-pop’s fourth-generation idol groups have emerged as the new leaders of the global music market, achieving remarkable success worldwide. They are not merely inheriting the global influence built by third-generation pioneers like BTS but are expanding it in their own unique ways, broadening K-pop’s reach. Notably, they rose to stardom with clear achievements in a relatively short period after debut. This demonstrates that K-pop is no longer limited to the success of a few artists but has established itself as a sustainable global music genre across generations. StarNews, marking its 22nd anniversary, aims to explore the past, present, and future of fourth-generation K-pop idol groups that have made an impressive impact in the global music market.

It has been 1,512 days since NewJeans (NewJeans: Minji, Hani, Haerin, Hyein) debuted under the name NewJeans. In this not-so-short period, countless events have unfolded. It even feels as though more will happen in the future. Whether positive or negative, NewJeans’ impact on the K-pop industry and South Korea is undeniably at a historic level.

Their debut arrived as a fresh shock, overturning the K-pop landscape and leading trends during their peak. Then came conflicts that suddenly surfaced after being unseen, followed by a halt. A long lawsuit yielded nothing, and plans for a full five-member reunion collapsed. While many singers in South Korea’s pop history have struggled to maintain their careers due to disputes with agencies, few cases have drawn such intense public attention as NewJeans’ messy battle, broadcast live to all eyes.

After 'Lost Two Years,' NewJeans is now preparing for a 'new generation.' Healing deep wounds from prolonged conflict and regaining their former smiles will not be easy. At the same time, they cannot ignore the minimal moral responsibility and apology owed for how far the situation escalated. Unless the group disbands, there are countless things Minji, Hani, Haerin, and Hyein must address and cannot overlook.

1. July 1, 2019: Heejin Min transfers to Big Hit. This highly anticipated move sparked reactions from both SM and HYBE. Rumors circulated about her past connection with former SM Chief Producer Lee Soo-man and her meaningful meeting with HYBE Chairman Bang Si-hyuk. Formalizing the transfer, Min announced plans to launch a new idol group targeting a 2022 debut — that group was NewJeans.

2. November 12, 2021: ADOR officially established. ADOR’s founding, backed by HYBE’s famous 16 billion won investment, was revealed to the public about seven months before NewJeans’ debut.

3. July 22, 2022: NewJeans debuts; August 1, 2022: Debut album including 'Attention' released. This was a groundbreaking start. Without any traditional debut showcase, NewJeans were first revealed through a music video, making that day their official debut date. External activities were strictly limited until their first music show performance. Naturally, there were no interviews; the public could only recognize them online. Some questioned whether this approach was excessive, but high buzz quickly overshadowed concerns, shifting focus to their first music show stage.

4. Hot debut immediately conquering charts. Then two years on a flower path.

2023: 3 major awards at the Korean Music Awards, including Artist of the Year

2023: Gallup Korea’s Singer Who Shone This Year

2023: Gallup Korea’s Top Song of the Year ('Super Shy')

2023: 14th Korean Culture and Arts Awards, Ministry of Culture, Sports and Tourism Minister’s Commendation

2024: Korean Music Awards’ Song of the Year ('Ditto') *Second consecutive main award

2024: Gallup Korea’s Singer Who Shone This Year *Second consecutive #1

35 total wins on domestic music shows (third girl group in history to top all three major broadcast networks’ debut songs)

"What song are you listening to right now?" "NewJeans’ 'Hype Boy'." "Where is the road to Hongdae?" "NewJeans’ 'Hype Boy'."

One of the most viral conversations driving 2022’s trends. Alongside these shorts, the title 'This is the NewJeans Era' was proven true. In an instant, NewJeans became the top trend.

Following 'Attention,' 'Hype Boy' naturally emerged as a de facto follow-up and remains NewJeans’ career-defining hit to date. Blending mumbo-tones with electropop, the song highlighted the members’ cool yet distinctive charm. It stayed true to easy-listening styles while adding a subtle hip twist. The five charismatic members whispering together while dancing to the track successfully showcased their trendsetting presence. Multiple performance video versions further enhanced viewer enjoyment and satisfaction. The song’s popularity was confirmed by its inclusion in Time magazine’s list of 2022 songs that illuminated K-pop.

Then came rapid success. All eyes turned to NewJeans’ next album, and they proved worthy of expectations without fail. Since it was a new release from NewJeans, people listened, watched, and enjoyed it unconditionally. Thus, 'Ditto,' released in December 2022, became the best song of 2023.

Some might question whether 'Ditto' truly deserved the title of best song if they didn’t know it, but it genuinely was. (Controversy even arose.) Its concept evoked nostalgic memories of school days with an incredible storyline. The warm yet clever melody perfectly captured winter’s atmosphere. This Latin word meaning 'me too,' transmitted by NewJeans — a group of 2000s-born members who grew up in the 1990s — created a quiet yet surprising impact. Even a cookie video featuring a girl tweeting, "Is it just me feeling uncomfortable with music video content? Showing only idols’ faces and choreography can still hit the mark," added to 'Ditto’s' slightly awkward but unavoidable buzz.

Then came 'ETA,' another controversial hit. Looking at the genres NewJeans chose then, their selections were undeniably excellent. Nothing felt ordinary; they transformed common genres into uniquely theirs. Producer 250 played a crucial role in deciding to utilize this genre at this moment. As music video director Shin Woo-seok stated, "I wanted to reflect on events happening in the smartphone era," 'ETA' was depicted from a clear first-person perspective of a girl, with upbeat beats enhancing the mood. The mysterious storyline within the music video deepened immersion, while the members’ acting and synchronized choreography perfectly landed, encouraging repeated views. Later debates surrounding 'Support' and 'Girlfriend,' seemingly predicting the Heejin Min-HYBE conflict, kept the song at the center of attention.

2022: AAA Grand Prize (Performance of the Year) and Rookie Award — Double Crown

2023: AAA Grand Prize (Song of the Year, Performance of the Year) among six major awards

2024: AAA Grand Prize (Artist of the Year) among three major awards

At the Asia Artist Awards (AAA), now in its 11th year, NewJeans’ impact was intensely powerful. Three consecutive years winning both the Grand Prize and Rookie Award Grand Prize, totaling 11 awards. No further explanation is needed.

Regrettably, due to a series of events in 2024 when NewJeans secured their third AAA Grand Prize, they may have felt somewhat subdued. Yet, they flawlessly completed their performance and never forgot their gratitude toward fans and Min Hui-jin (CEO).

For 862 days since April 22, 2024, countless events have unfolded for NewJeans — and they continue. Although some voices quietly suggested after the HYBE-Heejin Min conflict surfaced that "an uncomfortable cohabitation was detectable early on due to Min’s transfer to HYBE," few truly believed it at the time. With HYBE’s multi-label system solidifying, NewJeans’ rapid rise to trendsetter status right after debut led many to expect win-win synergy rather than conflict. Thus, everyone was shocked when the situation erupted; the industry reeled, and Min’s unexpectedly tough stance proved most startling.

Min launched a full-scale confrontation with HYBE using 'ILLIT plagiarism' as a keyword, strongly opposing HYBE’s exercise of audit rights. HYBE suspected Min of attempting to seize management control based on multiple grounds. Heated debates erupted over both sides’ claims. Whether ILLIT truly copied NewJeans to form its group, whether Min genuinely attempted or merely planned to seize control, or whether she was caught mid-action — these questions remain unclear even after 862 days. Even the court reviewing the case legally has only concluded with phrases like "in fact, it appears so."

Throughout 2024, amidst the messy mud-slinging between both sides, NewJeans — once hailed as 'Artist of the Year' — wasted their career. 2025 saw a string of civil lawsuits. Legal battles continued among Heejin Min, NewJeans, and the broader HYBE group. Lawyers on both sides presented arguments using even PowerPoint presentations to highlight favorable positions, repeating claims endlessly. As words repeated and disputes dragged on, public interest inevitably faded over time. Consequently, NewJeans gradually slipped from memory. Regardless of 2024, there has never been a single moment in 2025 or 2026 when all five members performed together under the name NewJeans with brilliance on stage.

Now, seeing the full five-member lineup seems impossible — a career trajectory suggesting their peak may have ended. Just as PENTAGON failed to reclaim past glory after its tampering controversy, NewJeans currently remains an open question. Yet some say it’s fortunate they’re still uncertain. Those who witnessed and enjoyed their golden era hope that this faint thread of hope might lead to a revival of glory.

After such a long tunnel labeled 'Lost Two Years,' how far has NewJeans come? Facing unfavorable perceptions toward the four members preparing for an in-year comeback as a quartet amid unresolved legal battles, they may need to confront these challenges head-on.

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*This content was translated by AI.