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Incheon airport customs to end brand ambassador deal with NewJeans

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The five members of K-pop girl band NewJeans pose with then-Incheon International Airport Regional Customs chief Kim Jong-ho  at the airport on March 22, 2024, after they were named as the customs agency's promotional ambasssador for one year. Korea Times photo by Shim Hyun-chul

The five members of K-pop girl band NewJeans pose with then-Incheon International Airport Regional Customs chief Kim Jong-ho at the airport on March 22, 2024, after they were named as the customs agency's promotional ambasssador for one year. Korea Times photo by Shim Hyun-chul

By Yi Whan-woo

The customs agency operating at Incheon International Airport won't extend a contract with K-pop band NewJeans as its promotional ambassador when the agreement ends on Monday, according to officials, Thursday.

The one-year contract was signed in March 2024, before the band became embroiled in a protracted dispute with its record label Ador.

While Incheon International Airport Regional Customs said it has yet to decide whether to extend the deal with the five-member band, a Korea Customs Service (KCS) official hinted that the band may be replaced.

"We're consulting all relevant stakeholders, including the KCS, while the final decision lies in our hands," a regional customs PR official said.

But a PR official from the KCS, the governing body that oversees the country's customs, said that the agency "will leave the deal untouched when it expires," suggesting that it no longer plans to keep NewJeans as the promotional ambassador.

As the contract's end nears, customs officials denied speculation that they are in search of other K-pop girl bands to replace NewJeans.

Aespa, represented by SM Entertainment, and IVE from Starship Entertainment have both been touted as potential candidates.

Incheon International Airport Regional Customs hired NewJeans in March 2024, after the band skyrocketed to international fame.

At the time, the customs office said the girl group would successfully raise awareness about customs at the country's main gateway, especially as a growing number of K-pop fans visit the nation.

But the band later entered a legal dispute as they tried to cut ties with Ador for alleged mistreatment.

The most recent dispute was the band's rebranding to NJZ as it sought to pursue independent activities. The attempt recently faced a legal setback as the court ruled against the band, siding with Ador.

The dispute between New Jeans and Ador involves Min Hee-jin, the former head of the label who left the company after a management battle with Bang Si-hyuk, the chairman of Hybe, the K-pop powerhouse that runs Ador.

Yi Whan-woo yistory@koreatimes.co.kr


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