IU replaced, NewJeans was banned from independent activities by HYBE, netizens were disengaged?

NewJeans has ceased to play a key role in some of the company's operations after a series of recent controversies.

Internal instability, management conflicts, and power disputes between ADOR and HYBE have seriously affected the group's position.

In the midst of the legal battle with the management company ADOR and the group being suspended indefinitely, NewJeans is said to have just lost another major brand ambassador contract. This time, the role of "Honorary Ambassador of Korean Tourism", which has been undertaken by the group since July 2024, seems to have been quietly handed over to female singer IU.

Recently, a series of images went viral on social networks showing that promotional posters with pictures of NewJeans at the airport have been replaced with images of female singer IU. Although the Korean Ministry of Culture, Sports and Tourism as well as the Korea Tourism Organization have not made an official announcement, this move has raised doubts that IU is taking on the role of tourism ambassador instead of NewJeans.

Previously, NewJeans was chosen as the face to attract international youth to Korea. Even in times of internal disputes with the management company, the group is committed to fulfilling its role with "a happy heart". However, the fact that the group almost no longer appears in public activities leads many to believe that the authorities are forced to consider choosing alternative ambassadors to maintain the effectiveness of promoting the national image.

The information that IU has become a new face for the national tourism campaign quickly became a topic of discussion on online forums. Many opinions expressed regret for NewJeans, saying that the group is gradually losing valuable advertising contracts because of the prolonged "freeze" of operations. Some comments expressed disappointment: "It's heartbreaking to see this", "They're losing all their brand deals, I feel bad for ADOR", or "They have to replace it, because NewJeans is no longer active".

On the other hand, many people think that IU is a more reasonable choice. "IU is the greatest star our country has", "IU is better" – these opinions show that IU's influence and clean and stable image are still a guarantee of safety for national campaigns.

The fact that NewJeans suddenly "disappeared" from a series of travel promotion posters at the airport and was replaced by an image of IU is causing a stir in the online community. Many people questioned the role of HYBE, ADOR's parent company – in letting the group lose the opportunity to operate, even though it was not the girls' fault. An attention-grabbing comment said: "It's not NewJeans' fault. It is HYBE that prevents them from operating independently and renewing contracts in a transparent way."

Not only that, some opinions also think that BTS – the national music group that has just completed military service – is a more worthy choice for the role of tourism ambassador in terms of global influence, instead of IU.

Although there has not been any official announcement from the authorities or the management company at present, this change is considered an inevitable consequence of the prolonged internal instability at ADOR. It not only reflects the breakdown in the company's operating structure, but also shows the extent to which it directly affects the image and activities of its affiliated artists.

In a fierce entertainment industry where competition is measured by every moment of appearance, no matter how brilliant the reputation, is not enough to preserve the position if the artist cannot maintain stability and constantly connect with the public. NewJeans – once an explosive symbol of the new generation of Hallyu waves – is now facing an important turning point. From a trend-setting group, they are facing the biggest challenge of their fledgling career: maintaining their glory in the midst of a storm of controversy.

The question now is not only who will replace NewJeans in national campaigns, but also whether the group will be able to weather the turbulence to continue to maintain its original position, or will be forced to give up the stage to the next generation. The fate of an icon is being rewritten – not only by music, but also by behind-the-scenes calculations.

HYBE encountered a tense incident, SEVENTEEN fans parked a truck to protest and demand an immediate response Mimi17:09:59 26/06/2025The tension between HYBE and its fan community shows no signs of cooling down. After a series of controversies involving BTS and NewJeans, the company is now facing a wave of protests from SEVENTEEN fans.