The Story of the NewJeans Store

NewJeans is a South Korean K-pop group that quickly captured global attention with their fresh sound, nostalgic aesthetic, and authentic charm. Debuting in 2022 under ADOR, they stood out by blending early 2000s-inspired pop and R&B with a modern, minimalist style—offering something different from the typical K-pop formula. Their music and visuals feel natural and relatable, which has helped them connect deeply with a wide audience in a short time. All of this became the foundation of the NewJeans Store.

At the heart of their success is their fandom, known as Bunnies. The name reflects warmth, comfort, and a close bond between the group and their fans. Bunnies are known for embracing NewJeans’ laid-back yet creative identity, supporting the group through streaming, fan art, and community engagement. Together, NewJeans and their fandom have built a story centered on authenticity, youthfulness, and a shared sense of belonging that continues to grow worldwide. Every hoodie, tee, cap, and piece of jewelry is inspired by NewJeans‘s ethos.

As the fandom grew, so did the store.

Today, the NewJeans Store ships worldwide for free, reaching fans in 45 countries and counting. From packed concert venues to quiet bedrooms where playlists play on repeat, fans around the world wear their love for P1Harmony with pride. No matter where you are, the music connects you—and now, so does the merch.

What truly makes the NewJeans Store special isn’t just the designs. It’s the fans.

The connection between NewJeans and Bunnies is built on mutual encouragement and open communication. The members often express how fans give them strength and motivation, while Bunnies find comfort and confidence in the group’s music. Together, they create the full meaning of “NewJeans” — artists and fans united as one.

We see your photos. We read your messages. We feel your excitement when a package arrives. This store exists because of you, and we love our customers—the fans who turned a merch shop into a global community.

At the NewJeans Store, that verse becomes something you can hold, wear, and carry with you—wherever in the world you are.