NewJeans, the South Korean girl group formed by ADOR, a sub-label of Hybe, burst onto the K-pop scene in July 2022 and quickly redefined the genre with their nostalgic sound and effortless charm. Comprising five members—Minji, Hanni, Danielle, Haerin, and Hyein—the group was originally produced by Min Hee-jin, who cultivated a distinctive girl next door image for them, drawing heavily on musical stylings reminiscent of the 1990s and 2000s. Their debut single "Attention," released on July 22, 2022, immediately captured the public's attention, and was soon followed by the equally impactful tracks "Hype Boy" and "Cookie." "Hype Boy" went on to become the longest-running song on the Billboard Global 200 by a K-pop female act, cementing their status as a formidable new force in the industry. All three singles were featured on their eponymous debut extended play, released in August 2022, which introduced the world to their fresh, genre-blending pop sound.

The group's momentum only accelerated in January 2023 with the release of their first single album, OMG, which achieved widespread commercial success. Its lead single, "Ditto," became a cultural phenomenon, spending an unprecedented number of weeks as the longest-running number-one song on the Circle Digital Chart and marking NewJeans' first entry on both the Billboard Hot 100 and the UK Singles Chart. The accompanying single "OMG" further solidified their popularity. Their second EP, Get Up, released later that year, was a monumental success, peaking at number one on the US Billboard 200 and selling over one million copies in South Korea. The lead single "Super Shy" became their highest-charting track on the Billboard Global 200, reaching number two, and also set new peaks for the group on the Billboard Hot 100 and the UK Singles Chart. Their rapid rise was recognized with multiple rookie awards, and they were featured in prestigious listicles such as Time's Next Generation Leaders and Forbes Korea Power Celebrity 40. The International Federation of the Phonographic Industry (IFPI) named NewJeans the eighth best-selling artist worldwide in 2023, a remarkable achievement for a group so early in their career.

However, 2024 brought significant turbulence as a highly publicized dispute over NewJeans' management erupted between former ADOR CEO Min Hee-jin, the members, and Hybe and ADOR executives. The members sought to terminate their contracts, a move that ADOR denied, leading to a protracted legal battle. In March 2025, the Seoul Central District Court granted an injunction filed by ADOR, blocking the group from carrying out independent activities, and NewJeans subsequently announced a hiatus later that month. The legal saga continued through the year, with the court ruling in favor of ADOR on October 30. This ruling prompted Hyein and Haerin to agree to return to the label. On December 29, it was announced that Hanni had also agreed to return, while Danielle's contract was terminated. Discussions regarding Minji's contract remain ongoing as of early 2025, leaving the future of the group uncertain but still a subject of intense interest in the global music industry.