Hot & Not in Hollywood

In the ever-evolving world of K-pop, where image is currency and timing is everything, Minji of NewJeans has once again captured headlines. Not for a comeback stage, but for a luxury skincare campaign that’s reignited debate across fandoms and fashion circles alike.

The Campaign That Sparked a Firestorm

Originally released in March 2025, Minji’s campaign for Chanel’s LA MOUSSE Camellia Cream Cleansing Foam was a visual ode to minimalist elegance. Flaunting her signature “bare-faced beauty,” the idol embodied the brand’s ethos of refined simplicity. But when the campaign resurfaced in late June via L’OFFICIEL Singapore’s Instagram, it collided with a perfect storm of fan frustration and legal drama.

NewJeans, now going by the name NJZ, has been on a prolonged hiatus following a court injunction that barred the group from pursuing independent activities outside of their agency, ADOR. While the group’s musical silence has left fans yearning, their continued presence in luxury ad campaigns has stirred accusations of prioritizing brand deals over artistry.

The Power and Pressure of Triple Ambassadorship

Minji isn’t just another pretty face in a beauty ad. She holds the rare distinction of being Chanel Korea’s ambassador across three verticals: fashion, beauty, and watches/jewelry.

Minji’s got her hands in all corners of luxury branding, from fashion to beauty to jewelry. It’s a level most idols don’t even come close to. And considering everything happening behind the scenes, her staying that visible is bold. Most wouldn’t even try.

But with great visibility comes great scrutiny. Critics argue that the group’s decision to continue brand partnerships while halting music promotions sends mixed signals. “So they went back just to shoot luxury ads? That’s so pathetic,” one fan lamented on theqoo, a popular Korean forum.

A Mirror to the Industry

Minji’s Chanel campaign is more than a skincare ad; it’s a case study in the shifting dynamics of idol branding. As K-pop idols increasingly become global fashion icons, the line between musician and model continues to blur. For some, this evolution is empowering. For others, it’s a distraction from the music that built their fandoms in the first place.

Still, the campaign’s impact is undeniable. Billboard-sized ads featuring Minji have been spotted in major airports across Asia, and Chanel’s Éclat Premier line has seen a surge in online engagement since the campaign’s revival.

Final Thoughts

Minji’s reemergence through luxury branding underscores the powerful influence idols wield in today’s K-pop landscape. It also highlights the delicate tightrope they walk between commercial opportunity and creative credibility. Whether this move will repair or further strain NJZ’s relationship with fans remains to be seen.

But one thing’s for sure: even without new music, idols like Minji can move markets. A 2024 study from the Review of Communication Research found that 55% of Gen Z K-pop fans have purchased luxury products endorsed by their favorite idols.

In a world where image is everything, even a skincare ad can spark a cultural reckoning.

~ * ~ Stay tuned, stay savage, stay sparkly — Holly out. ~ * ~

Sources: Koreaboo * SKJ Bollywood News * Lifestyle Asia