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NewJeans sent fans into a frenzy after launching their new Instagram account, jeanzforfree, on December 14, 2024. The account's first post grabbed widespread attention as the group revealed they had prepared meals for fans who participated in the recent rally on December 14 calling for the impeachment of South Korean President Yoon Suk-yeol.
The timing of NewJeans' gesture comes amid their widely publicized feud with ADOR. On November 28, the Attention girl group set a precedence by calling an emergency press conference and declaring terminating their group contract with ADOR and its parent company, HYBE.
Meanwhile, the opening of the jeanzforfree account marked a significant moment of outreach for the group, reaffirming their connection with fans during turbulent times. Supporters praised the group for their active involvement during the President's impeachment amid nationwide unrest.
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Their first post informed fans about the meals they prepared for those who joined the impeachment rally on December 14, 2024. The group wrote:
"A small gift for Bunnies and K-pop fans. Regardless of the artist, as long as you have a cheering stick, you can receive it under the name of 'Bunnie'!"
The post, perceived as a gesture of gratitude and solidarity, sparked an outpouring of admiration across social media platforms. Additionally, fans showed massive support online for the group's decision to open a new Instagram account. One fan wrote:
"Good luck girls. I wish you all only the best for your career from now."
Supporters highlighted that the account gained over 1 million followers within a few hours. Some fans noted that group member Hyein's mother allegedly started following jeanzforfree while she unfollowed the official account that ADOR is operating.
"The way they almost already have 1M they r so loved!!!" one fan said.
"1. NewJeans opens a new instagram account. 2. South Korean President Yoon Sukyeol has been officially impeached. These two happy moments happened in one day, congratulations!!! I-tokkis is also happy for k-tokkis," another fan wrote.
"– Hyeins mother has already unfollowed @/newjeans_official and only follows jeanzforfree now. – olivia marsh (danielle sister) unfollowed too and only follows jeanzforfree. I’ts time to start boycotting by unfollowing @/newjeans_official on Instagram." another fan added.
Others underscored how the girl group's first Instagram post was about their contribution to the South Korean citizens who went to the impeachment rally.
"Newjeans has already gained 1.2M followers within 10 hours of creating their own instagram account. Brands are following and happy to support the members on their next chapter," one fan wrote.
"I love newjeans so fcking much like wdym your first post on instagram is your gift stations for the protests?? I stan the right group I support the right girls," another fan added.
"All Newjeans did was open an Instagram account. Do you see how crazy they got? Newjeans are here to stay. When your haters are as alert on your activities as your fans, you're a topic of interest for everyone." a fan commented.
More about NewJeans' ongoing public conflict with ADOR amidst President Yoon Suk-yeol's impeachment
NewJeans previously expressed strong loyalty to Min Hee-jin, publicly demanding her reappointment as CEO of ADOR. The group warned that they would terminate their contracts with ADOR if their demands were not met.
Simultaneously, following months of legal and internal turmoil, ADOR’s former CEO, Min Hee-jin, resigned on November 20, 2024, citing irreconcilable differences with parent company HYBE. Min Hee-jin was initially dismissed from ADOR in August 2024 but was controversially reinstated as an internal director.
Later, on November 28, the group announced their decision to terminate their contract with ADOR over unfulfilled demands and alleged mistreatment.
Their bold stance resonated deeply with fans but drew cautionary remarks from the Korean Music Content Association (KMCA). On December 13, SPOTV News reported that the KMCA urged the group to adhere to their legally binding contracts and avoid further disruptions that could harm the artists and the K-pop industry’s reputation. The KMCA stated:
"NewJeans must ensure the faithful performance of the exclusive contract and negotiate with the agency through sincere dialogue, but if an agreement cannot be reached, they must humbly await the judgment of the judiciary. New Jeans are not the only ones in the popular music industry."
Meanwhile, the impeachment rally occurred amid intense public dissatisfaction with President Yoon Suk-yeol. He faced impeachment for alleged abuse of power, mishandling of democratic processes, and economic mismanagement.
The situation escalated on December 3, 2024, when President Yoon Suk-yeol controversially invoked martial law, citing national security concerns due to pro-North Korean entities amid nationwide protests.
On December 4, around 4 am KST, martial law was lifted under domestic and international pressure, deepening President Yoon Suk-yeol's political woes.
In other news, Min Hee-jin resigned from HYBE and ADOR on November 20, 2024, following a months-long dispute.
