The name change of a government institution isn't typically a splashy affair. But the former Cultural Heritage Administration's rebranding as the Korea Heritage Service (KHS) was heralded by cheers from a multigenerational crowd, performances from a mishmash of musical acts and hanbok-clad NewJeans members vowing to protect Korean history at Gyeongbok Palace's Geunjeongjeon.

“Right now, the world is paying attention to the most distinctive Korean traits, our cultural and natural heritage,” NewJeans member Danielle said, in English, on Tuesday evening at the “2024 Korea On Stage – New Generation” concert.

“Korea On Stage” was held at central Seoul's Gyeongbok Palace — the official palace of the Joseon Dynasty (1392–1910) — to promote the launch of the KHS, the government agency responsible for preserving and promoting Korean heritage.

Danielle, switching between English and Korean, served as the evening's presenter. The singer, who was born in Australia and raised in Korea, introduced herself as someone who “experienced both the cultures of the East and the West” when she took the stage at the start of the event.

“I, Danielle, as a proud Korean, want to do my small part in promoting and protecting our national heritage,” she said to the crowd. “NewJeans, as a K-pop artist, will try our best to contribute to promoting Korean culture.”

45 minutes later, the full group — minus Hyein, who is currently on hiatus due to an injury — performed “Ditto” (2022), “ETA” (2023) and “Super Shy” (2023) at the Heungnyemun Square outside the Geunjeongjeon.

The set was significant as NewJeans' first live performance since the corporate battle between its agency, ADOR, and its parent company, HYBE, began in late April. The group, ADOR's only artist, was thrust into the center of the legal spat when CEO Min Hee-jin accused HYBE and its rookie girl group ILLIT of plagiarizing their work. The conflict, while very much still ongoing, was not present at the concert, where Minji, Hanni, Haerin and Danielle danced in colorful, modern hanbok, or traditional Korean dress, lending the historic location a refreshing and carefree vibe.

A prerecorded performance of “Cool With You,” shot in the same location, was also screened, featuring the four members dancing in white hanbok. NewJeans, upon shooting the video, became the first K-pop girl group to perform at the historic site.

“We've performed in many places — but to perform at Gyeongbok Palace, a national heritage site, is an honor and a meaningful moment for us,” Haerin said.

The show was also meaningful for the group as the final big performance related to its EP “Get Up,” which included such global hits as “Super Shy” and “ETA.”

“It was such a special stage,” Minji said during a Phoning livestream after the concert.

NewJeans will return with “How Sweet” on May 24, a “double single” release featuring lead tracks “How Sweet” and “Bubble Gum.”

Tuesday’s concert also saw girl group fromis_9 perform “#menow” (2023) and “Stay This Way” (2022). Hyolyn from girl group Sistar performed “One Night Only” and “See Sea” (2018), singer-songwriter Choi Yu-ree sang “Forest” (2022) while boy bands ATBO and ALL(H)ours performed “Bounce” (2023) and “Gotcha,” respectively. Trot singers Song Ga-in and Jang Min-ho also performed to huge cheers at the venue.

BY CHO YONG-JUN [cho.yongjun1@joongang.co.kr]