CHUNG HA’s next chapter after MORE VISION

Internationally acclaimed solo K-pop superstar CHUNG HA will be ending her exclusive contract with MORE VISION, on September 21, 2026, thereby marking the end of a strategic period of three years, as part of the boutique label established by musician and entrepreneur Jay Park. This strategic decision, arrived at after thorough discussions at the executive level, indicates the emergence of maturity in the South Korean music industry, where such major transitions are being undertaken in a very professional and strategic manner and not amidst any controversies. The decision to terminate the contract, which has been announced through an official press release from the company on September 14, 2026, was made in the backdrop of the respect shown for her artistic contribution and the commitment of the company to support her career in the future. This strategic step, which was expected as far back as July 2026, was taken when CHUNG HA herself announced that her original contract was coming to an end and even Jay Park advised her to analyze the infrastructure of agencies to help her decide on the right agency for the next ten years.

The strategic importance of this transition can be well analyzed in terms of CHUNG HA's first signing in October 2023, which was generally perceived as a critical transition point for the most respected solo female performer in the industry. Having proven her reputation as a strong cultural figure during the seven-year-long period at MNH Entertainment (going from a notable member of the iconic project team I.O.I to becoming a top-notch solo performer who made hits like "Gotta Go", "Roller Coaster", and "Snapping"), her move to MORE VISION could have been seen as an effort to abandon the conventional idol agency.

Indeed, the label established by Jay Park in March 2022 after he had left his positions in the executive boards of AOMG and H1GHR MUSIC offered a unique model of creative freedom, international touring, and experimental genre work outside of corporate clichés. In preparation for her comeback under this new umbrella, CHUNG HA took some time off in order to re-adjustment and host KBS Cool FM's leading radio show Chungha's Volume Up from October 2023 to October 2024.

The evolution took place due to the discography focused more on quality of creation and genre variation than the quantity and frequency of releases. The musical return happened in March 2024 with digital single album EENIE MEENIE, with participation of Hongjoong from ATEEZ, reaching #68 position on the Circle Global K-pop Chart within Week 11 of 2024, as well as #6 on the Billboard's World Digital Song Sales chart. Having gained this momentum, CHUNG HA made her artistic pinnacle under MORE VISION label in February 2025 with the release of her mini-album Alivio. Taking part in executive production of the album as a contributor in song choice, themes and lyricism, she has used the 8-track EP to delve into complicated stories about vulnerabilities, exhaustion and catharsis.

Lead single of the album "STRESS", choreographed in collaboration with ballroom icon Love Ran, received high praise for the authenticity of the combination of the underground voguing and deep house cultures, while singles such as "Salty" featuring Sunmi and "Thanks for the Memories" showed her versatility in creating.

Although the MORE VISION era saw great success in establishing CHUNG HA’s legacy as an auteur whose strong impact on her sound is evident, the business numbers of the era reveal a more complex situation common in the present-day solo management practice. While Alivio charted at #28 on the domestic Circle Album Chart (Week 7 of 2025), and “STRESS” charted at #115 on the Circle Digital Chart, those are not numbers comparable to those of CHUNG HA’s domestic broadcasting reign at MNH Entertainment.

Operating under the banner of MORE VISION, CHUNG HA went without winning any trophies from domestic music shows week by week – both because of changed broadcasting algorithms and the corporate strategy favoring specialized critical success over fan voting mechanics in domestic broadcasting. Additionally, even though one of the goals was to conduct a comprehensive solo concert tour worldwide, CHUNG HA conducted most of her concerts within the international showcase circuit such as Waterbomb for the entire year of 2025. The unfulfilled plan became one of the reasons why the company decided to finish their work together.

The formal end of her career as a moreVision artist was achieved through the release of her digital single "México" on September 1, 2026, which explores concepts of escape and reinvention and was her last active promotion as an artist on MOREVISION, including performances on domestic music television stages like KBS Music Bank and SBS Inkigayo. Prior to this, she had released her introspective electro-pop single "Save Me", released on her 30th birthday in February 2026, on which she herself contributed songwriting credits. By leaving MOREVISION, CHUNG HA closes a chapter in her career that shows her development into a mature and autonomous recording artist.

Becoming an independent artist on September 21, 2026, CHUNG HA is one of the most attractive talent acquisitions on the market, with intact brand value, international recognition, and full ownership of her performance persona. Depending on whether she decides to enter into a contract with a multinational entertainment corporation to revive her extensive touring infrastructure, partner directly with a Western major record label, or set up an independent label to preserve her creative autonomy, CHUNG HA's departure from MOREVISION is not an end, but rather the beginning of the next stage of her solo career.