LE SSERAFIM’s agency says there was no “special treatment” used against NJZ

On March 7, 2025, the Seoul Central District Court held the first hearing for NJZ’s legal battle against HYBE and ADOR. NJZ, formerly NewJeans, alleged that LE SSERAFIM received unfair benefits over them, revealing they received a Louis Vuitton ambassadorship first, but it was originally intended for NJZ member Hyein.

LE SSERAFIM’s agency, Source Music, responded the same day, denying any special treatment. They maintained that Sakura’s link with Louis Vuitton occurred without HYBE’s intervention, noting that LE SSERAFIM’s brand connection began in April 2022. In contrast, NJZ claimed Hyein was picked for the brand deal first but that the agency rerouted the fashion ambassadorship unfairly.

NJZ also revealed that HYBE allegedly promised them to be the first girl group debuting under the company but that the dates were changed to have LE SSERAFIM make their debut first. In response, Source Music rejected the claims and said that NJZ’s accusations were baseless, calling it irresponsible to drag the names of their artists without proof. The agency also promised to protect its name as a company and LE SSERAFIM’s through legal means if needed.