NewJeans Endorsement Fallout: Pepero and ZERO Drop the Group

The NewJeans endorsement fallout is shaking up the K-pop commercial scene. Once dubbed the next “CF queens,” NewJeans is now seeing a swift retreat from some of their biggest brand partners, beginning with Pepero and extending to several more notable companies.

On May 12, 2025, Lotte Wellfood officially announced that Stray Kids would now represent Pepero, ending NewJeans’ ambassadorship only a year after they fronted the campaign. This marks a dramatic pivot, given NewJeans had played a pivotal role in rejuvenating Pepero Day buzz and energizing younger consumers during 2023 promotions.

Though Lotte refrained from citing any direct reason for the shift, insiders suggest the ongoing legal and management conflict between NewJeans’ agency ADOR and parent company HYBE likely influenced the decision. Speculation has also emerged that member Minji may have unintentionally breached endorsement terms by promoting Pepero through a private account—though no formal statement has confirmed this.

The fallout doesn’t stop with Pepero. Lotte’s sugar-free dessert line ZERO also parted ways with NewJeans after their contract quietly expired and was not renewed. The brand is currently searching for a new face, raising speculation about whether Lotte is distancing itself from the group entirely.

Other Brands Quietly Step Back from NewJeans

• Shinhan Financial Group
  Once the face of Shinhan Bank’s “SO” campaign for credit cards and investment services, NewJeans saw their partnership end in late 2024 with no renewal. Reports say Shinhan may be stepping back to avoid association with the unresolved ADOR-HYBE dispute.
• Incheon Airport Customs
  NewJeans served as ambassadors for Incheon Airport Customs beginning in March 2024. That one-year term ended in March 2025, with no extension or replacement announced. The conclusion was notably low-key, sparking rumors of a quiet exit.

A PR Dilemma Behind the Withdrawals?

The string of brand departures coincides with a growing corporate rift between ADOR CEO Min Hee-jin and HYBE’s executive leadership. While NewJeans has continued public activities, the power struggle behind the scenes has diverted attention from their artistry to internal drama.

Though still tied to global giants like Coca-Cola, the group’s once-explosive brand appeal seems to be cooling. Once seen as the epitome of freshness and innovation, their image may now be facing re-evaluation as advertisers weigh reputational concerns.

From Commercial Darlings to Uncertain Territory

NewJeans burst onto the scene with immense popularity and an impressive lineup of brand endorsements. But with multiple companies ending contracts in rapid succession, fans and industry watchers alike are wondering: is this a short-term hiccup or the beginning of a steeper decline?

The group’s resilience will depend not only on their music and fan loyalty but also on how quickly their agency’s internal chaos can be stabilized. Until then, it seems the advertising world is holding its breath.