QWER has become the new model for Hyundai Duty Free, replacing NewJeans after legal issues halted their activities. Despite early backlash from radical feminists, QWER overcame prejudice against their streaming backgrounds and entered the mainstream music scene. Their endorsement signals a shift in public image, showing they are now seen as refined and commercially powerful.
QWER Gains Recognition Through Hyundai Duty Free Selection
QWER has officially become the new promotional model for Hyundai Duty Free, taking over the role from NewJeans. In South Korea, duty-free models are often chosen for their luxurious, elegant images. That’s why this model change is seen as more than a simple advertising shift. It signals a redefinition of what luxury branding means in today’s entertainment world. By selecting QWER, Hyundai Duty Free has acknowledged the group’s growing appeal and cultural relevance.
NewJeans Loses Contract After Court Ruling on ADOR Dispute
NewJeans is currently inactive due to an ongoing legal dispute with their agency, ADOR. On March 21, 2025, the Seoul Central District Court granted an injunction that upheld ADOR’s authority. The court ruled that NewJeans cannot sign advertisement contracts without ADOR’s approval. It also rejected all claims made by NewJeans to terminate their exclusive contract. As a result, NewJeans can no longer independently pursue endorsements, and Hyundai Duty Free naturally ended its relationship with the group.
Radical Feminists Target QWER for Streamer Backgrounds
From the beginning, QWER faced harsh criticism from radical feminist communities. Much of the backlash focused on the members’ past careers. Chodan and Magenta were once internet streamers, while Hina gained popularity through cosplay content on TikTok. These backgrounds became points of attack. Critics claimed the group encouraged sexual objectification. They pointed to past content where the members appeared in revealing clothing during their online days.
Criticism Toward QWER Reveals Prejudice Against Online Careers
In reality, the exposure in QWER’s past content was minimal—typically limited to visible cleavage. It was much less revealing than what international pop stars wear on stage, or what is commonly seen at Korean summer festivals like Waterbomb. These facts suggest that the criticism wasn’t really about clothing. Instead, it reflected deep-rooted prejudice against internet streamers. Some critics seem determined to block people with digital backgrounds from entering the mainstream entertainment world.
Hyundai Duty Free Chooses QWER After Rise in Public Popularity
Despite the resistance, QWER steadily gained public recognition. They won first place on a major music show and performed at twelve university festivals this year. They also appeared on M Countdown on June 19, which had once seemed impossible for them. These achievements likely played a role in Hyundai Duty Free’s decision to endorse QWER. The brand appears to have recognized the group’s influence, professionalism, and growing fanbase across demographics.
Advertising World Elevates QWER to High-Profile Status
QWER’s endorsement is more than a symbol of success in the music industry. It represents their transition into a premium brand image. Hyundai Duty Free’s choice suggests that advertisers no longer view QWER as fringe or controversial. Instead, they see the group as a polished and influential icon, suitable for high-end campaigns. This shift marks QWER’s entry not only into the musical mainstream but also into the upper tiers of commercial appeal.
MLBPARK Applauds QWER for Achieving Hyundai Duty Free Role
Online communities responded swiftly to the news. On MLBPARK, where middle-aged male users gather, the atmosphere was celebratory. Many praised QWER’s long journey from underdog status to luxury brand ambassador. They noted that becoming a model for Hyundai Duty Free reflects serious industry recognition. It’s not just another gig—it’s a meaningful achievement that cements QWER’s place in mainstream Korean pop culture.
Female Forums Criticize QWER Despite Hyundai Duty Free Endorsement
Meanwhile, reactions on Instiz, a female-dominated forum, were colder. Many users expressed surprise or dissatisfaction with the news. Some joked that they were out of touch with current trends, using the term “keomyusase”—short for “community life isolation.” Despite the disapproval, no one pushed back against the group’s growing presence. QWER’s rise shows that online backlash from female forums no longer holds the power it once had. Their influence over public perception seems to be waning.
Here’s a link to instiz. Here’s a link to MLBPARK.
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I found it absurd that QWER was attacked just because they had some minor exposure back in their streamer days. Every time they overcame those attacks and climbed up a step, I was so happy. Are QWER now seen as a sophisticated band by Koreans? This is beyond my expectations. I feel so refreshed!