NewJeans Engages Fans with Personal Interactions Amidst Legal Disputes

NewJeans, a group self-proclaimed as NewJeans, has adopted a unique survival strategy by managing their famous fans. They have sparked interest by directly interacting with baseball player Kim Do-young and actress Shim Eun-kyung.

Members Minji, Hani, Danielle, Haerin, and Hyein have created a social media account under the name 'jeanzforfree'. As of the morning of the 16th, they have posted a total of six posts and numerous stories to engage with fans.

Notably, Hani shared a video of herself throwing a ball towards her fan, professional baseball player Kim Do-young (KIA Tigers), and expressed her gratitude by saying, "Thank you, Do-young," while tagging his social media account.

This was in response to Kim Do-young's fan gesture last month at the 'KIA Fan Festa', where he reinterpreted a stage performance of Japanese singer Seiko Matsuda's 'Blue Coral Reef', originally covered by Hani. Kim Do-young, a key player in KIA's championship win this year, was recognized for his talent with awards such as the MVP and Golden Glove for third baseman.

Kim Do-young reacted to the post by sharing it and commenting, "This can't be real," and "Unbelievable."

Minji, Hani, Danielle, Haerin, and Hyein also communicated directly with Shim Eun-kyung through the account. On the 15th, Shim Eun-kyung tagged NewJeans' new account on her personal account, and Haerin responded with a comment, "No, I'm the one who's grateful." Hani also greeted her with, "Oh~~Hello!"

Shim Eun-kyung reminisced, "Even Hani... I remember shouting 'Hani, don't cry!' when Hani cried during the Tokyo Dome fan meeting." Hani regrammed the post, responding, "I think I heard your voice back then," to which Shim Eun-kyung replied, "Wow! Amazing. I've been saying 'amazing' since earlier. Thank you so much."

Shim Eun-kyung, known as a fan of NewJeans, has taken group photos with Minji, Hani, Danielle, Haerin, and Hyein. Previously, she shared a photo on her personal account holding a signed album with the members, expressing, "Such things happen in life," and "It was a very happy time." She also commented, "I was so nervous that my expression froze."

Additionally, the members announced through their stories, "We are real," and revealed that they had prepaid for drinks and meals for fans attending a rally in Yeouido, advising them to "eat well."

Particularly, member Minji drew attention by captioning, "I've been waiting for this day." In the story, Hani playfully documented her time on a flight with photos and videos, asking fans, "Can you handle our Instagram?" Former ADOR CEO Min Hee-jin also liked the post.

However, it seems unlikely that the five members will officially promote under the name 'NewJeans'. According to the patent information search service KIPRIS on the 16th, there is no trademark application for the name NewJeans. Although there was speculation that Minji, Hani, Danielle, Haerin, and Hyein would promote under the name 'NewJeans', it appears they have not officially applied for trademark rights.

Meanwhile, NewJeans held an emergency press conference on the 28th of last month to announce the termination of their exclusive contract with ADOR. In response, ADOR filed a lawsuit on the 3rd to confirm the validity of the exclusive contract. Despite the split with ADOR, the five members have continued to fulfill scheduled activities, such as appearing as guests at the Japanese duo YOASOBI's concert on the 7th, introducing themselves by their individual names rather than as 'NewJeans'.

On another note, Min Hee-jin is facing allegations of tampering. A media outlet reported that Min Hee-jin attempted to manipulate NewJeans' activities, including Hani's appearance at a national audit, to facilitate her return as ADOR's CEO. The report also formally raised tampering allegations, revealing photos and conversations suggesting Min Hee-jin met with Company D to discuss investment.

Min Hee-jin has not provided an explanation for the detailed report but has confirmed the lawsuit. As tampering has been a central issue in the ongoing conflict between HYBE and Min Hee-jin since April, there is a strong call for a proper explanation and rebuttal.

Choi Ji-ye, TenAsia Reporter wisdomart@tenasia.co.kr