A pop-up store featuring NewJeans and Indomie Mi Goreng has caused a stir among fans and netizens due to conflicting announcements and concerns over unauthorized data collection. The event, set to run from May 1 to May 13, 2025, in Seoul, has raised questions about its legitimacy and the role of the fan account Team Bunnies in its promotion.
Event Details and Announcement
The pop-up store will open in front of Exit 3 at Seongsu Station in Seoul. It offers a limited-edition set with 20 packs of Indomie Mi Goreng ramen and seven exclusive postcards featuring NewJeans members (Minji, Hanni, Danielle, Haerin, and Hyein). The postcards have a photocard on the front and a simple postcard design on the back. Fans can visit the store or buy the set online starting May 1 through a purchase link.
On April 25, 2025, Team Bunnies (@NewJeansSTRM), a popular NewJeans fan account on X, posted the event details. The announcement urged fans, known as Bunnies, to participate and included a link for a pre-order demand survey. This move puzzled many, as the information came from a fan account rather than Indomie or ADOR, NewJeans’ agency.
ADOR’s Official Statement
ADOR clarified the event’s status on April 26, 2025, confirming it as an official collaboration organized by a partner company with their approval. However, they distanced themselves from Team Bunnies’ actions.
“NewJeans is currently active as a promotional model for the Indomie brand, and the upcoming Indomie Mi Goreng pop-up store is an official event organized by a partner company with prior approval from ADOR. However, ADOR has not requested or been involved in any promotional activities or personal information collection through fan accounts. We have identified some attempts to collect personal information under the guise of pre-event surveys via certain fan accounts and communities. We kindly ask fans to be cautious and avoid any harm that may result from these activities.”
ADOR warned fans against sharing personal details through unofficial channels, highlighting potential legal risks.
Fan Account Controversy
The involvement of Team Bunnies has sparked confusion and criticism. Netizens questioned why a fan account was sharing official event details before Indomie or ADOR. Some expressed skepticism about the account’s motives.
“Why are they acting like NewJeans’ company?”
“Why do they sound like their agency?”
“Can they really do this..? I’m confused.”
“How is ADOR not suing them? Seriously why are they so shameless?”
Others speculated that Indomie may have contacted Team Bunnies directly, as the brand has previously worked with fan accounts for promotions, including a pop-up in Indonesia. One X user noted:
“Indomie has always contacted fan accounts they did that with the Indonesian pop up too with Indonesian NJZ fans now they chose Team Bunnies that’s why they have exclusive information but ADOR saw a mediaplay opportunity shameless as usual.”
NewJeans’ Ongoing Legal Battle
The controversy is complicated by NewJeans’ legal disputes with ADOR and its parent company, HYBE. In April 2024, a conflict emerged between HYBE executives and former ADOR CEO Min Hee-jin. HYBE accused Min of attempting to gain full control of NewJeans, while Min claimed the group faced unfair competition from other HYBE girl groups. Min was dismissed as CEO in August 2024.
In 2025, NewJeans attempted to terminate their contract with ADOR and briefly changed their name to NJZ. In March 2025, the Seoul Central District Court ruled in favor of ADOR, blocking the group’s independent activities. The group announced a break from all activities in March 2025, with legal cases ongoing. This ruling limits their ability to promote independently, adding to the confusion over the pop-up event.
NewJeans and Indomie Partnership
NewJeans became Indomie’s global brand ambassadors on October 31, 2024, during the launch of the Korean Ramyeon Series, featuring three flavors: Spicy Ramyeon, Fiery Chikin, and K-Rose. The campaign, titled Oh My Good! It’s Indomie, aims to appeal to younger audiences worldwide. Indomie also introduced two Pop Mie variants: Spicy Ramyeon and Fiery Chikin.
The collaboration was announced at a press conference in Gandaria City, Jakarta. Axton Salim, Director of Indofood, expressed excitement about partnering with NewJeans, the first Southeast Asian brand to do so.
“We are excited because we succeeded in becoming the first Southeast Asian brand to work with NewJeans. Their music and personality, relevant to many audiences, match Indomie’s fun, energetic, and uplifting character.”
The campaign included interactive installations, such as a NewJeans-themed photobooth and a cooking experience at a K-Mart-style stall. A commercial showed the members eating Indomie and singing the brand’s jingle, “Indomie, seleraku.” The announcement trended on X, with “Indomie”, “NewJeans”, and “Minji” topping charts.
Fans reacted enthusiastically:
“Habis ini nggak doyan mi instan lainnya.”
“Indomie gak banyak cingcong tiba-tiba NewJeans anjayy.”
“Gua udah beli semua rasanya. Udah nyobain yang rasa K-Rose. Kata gua rasanya enak, kayak sate padang.”
Netizen Reactions to the Pop-Up
The pop-up announcement divided fans. Some were excited about the exclusive merchandise, while others questioned its timing amid the legal dispute. The fan account’s role fueled debates about authenticity and accountability.
“Not sure if this is real, a fan account posting official info is so weird.”
“I’m just happy we’re getting NewJeans photocards, but ADOR needs to clarify this mess.”
“This feels like a scam. Why is a fan account collecting survey data?”
The event’s approval by ADOR reassured some, but the lack of official promotion from Indomie or ADOR initially left fans wary.
Background on NewJeans’ Popularity
NewJeans debuted on July 22, 2022, under ADOR, with their single “Attention” topping South Korea’s Circle Digital Chart. Their debut EP, featuring “Hype Boy” and “Cookie”, solidified their fame. Known for their 1990s-2000s-inspired sound and girl-next-door image, they’ve become a global sensation.
In 2023, Forbes Korea reported that NewJeans earned ₩30 billion in advertising, representing brands like Coca-Cola Zero Sugar, Levi’s, and Musinsa. Their Indomie partnership aligns with their appeal to Generation Z worldwide.
Current Status
As of April 26, 2025, ADOR has confirmed the pop-up store’s legitimacy but emphasized that Team Bunnies’ actions, including the survey, are unauthorized. Indomie has not issued a public statement on the controversy. Fans are advised to await official updates from ADOR or Indomie before participating in surveys or sharing personal information.
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The event highlights the complexities of NewJeans’ ongoing legal issues and the challenges of fan-driven promotions in the K-pop industry. Updates on the pop-up and NewJeans’ activities will be closely watched by Bunnies and netizens alike.
CREDITS: Pannchoa
