NewJeans’ Ambassador Contract with Incheon Customs Ends After One Year

On July 15, 2025, Incheon International Airport Customs confirmed that its ambassador contract with popular K-pop girl group NewJeans has officially ended. This move comes as the group’s one-year appointment, which began in March 2024, reaches its conclusion without renewal — sparking fresh discussions about brand partnerships in the K-pop world.

NewJeans was brought on as the official face of Incheon Customs to connect with younger audiences and promote a more approachable, welcoming airport image. With their soaring popularity and fresh appeal, the group was seen as the perfect choice to highlight South Korea’s biggest gateway to the world.

However, as the initial term wrapped up this March, reports of contract complications surfaced. Industry insiders suggest that differences in meeting the original agreement’s expectations contributed to the non-renewal. While exact details remain undisclosed, the situation reflects the increasingly complex nature of ambassador partnerships in today’s K-pop industry.

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Incheon Customs now faces the task of selecting a new ambassador. The agency has a long tradition of choosing powerhouse girl groups for this role — having previously worked with major names like Girls’ Generation and BLACKPINK. The goal remains the same: find a representative who can resonate with diverse travelers while boosting the airport’s global image.

Fans have had mixed reactions to the announcement. Many expressed disappointment at seeing NewJeans step down, especially as the role was seen as a milestone moment for the group’s growing influence. Some worry the move could impact how the airport’s branding is perceived, while others see it as an opportunity for both sides to pursue fresh directions.

This decision underlines the reality that in K-pop, brand deals and ambassador partnerships aren’t always simple — they demand clear communication and aligned expectations on both sides. As NewJeans moves on and Incheon Customs hunts for its next star representative, the story serves as another reminder of how vital — and delicate — K-pop’s link with global branding has become.

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