ADOR updates website, removes all mention of NewJeans and original branding

Fans are speaking out after a quiet but significant change to the ADOR website. All references to NewJeans, the group that helped define the label’s identity, have been removed. The site now clearly lists HYBE as its only managing entity.

The website’s domain has also been updated and forwards to adoraudition.world. The auditions page, which once showcased ADOR’s distinctive style and branding, has been replaced with a plain, corporate-style layout. The unique creative presentation that fans had come to associate with the label appears to be gone.

These changes have sparked frustration among fans online. Many have taken to social media to say the redesign removes the label’s creative personality and replaces it with what they view as a standardized, company-controlled image. Others say the charm and originality that once made ADOR’s site stand out in the K-pop industry have been completely erased.

Background on HYBE and ADOR

ADOR (All Doors One Room) was founded in 2021 as a sub-label under HYBE, with former SM Entertainment creative director Min Hee Jin at the helm. The label quickly gained recognition after debuting NewJeans in 2022, a group praised for its fresh concepts, minimalistic visuals, and nostalgic Y2K-inspired aesthetic. The success of NewJeans helped solidify ADOR’s reputation as one of the most innovative players in K-pop.

In 2024, tensions between HYBE and Min Hee Jin became public, with disputes over management control and creative direction making headlines. This led to legal battles and a corporate shake-up that left HYBE with full managerial control of ADOR. Since then, fans have been watching closely for signs of how the label’s identity might change under HYBE’s direct oversight.

The recent removal of NewJeans from ADOR’s website, combined with the stripped-down design, is being interpreted by many as the latest step in HYBE’s consolidation of control over the sub-label.