Labeled a “copycat group” and subjected to cyberbullying for an extended period
At the end of April 2024, HYBE initiated an internal conflict with Min Hee-jin, accusing the former ADOR CEO of plotting to seize control and separate NewJeans from the corporation’s management. This ignited what would become a “historic feud in K-pop” that has unfolded over the past six months.
Initially, media attention was focused on Min Hee-jin’s shocking press conference, where she exposed various issues within HYBE. One of the key reasons for her dissatisfaction, according to her, was HYBE stealing intellectual property and NewJeans’ creative concepts to develop ILLIT.
However, ILLIT never intentionally set out to replicate NewJeans’ concept. Debuting under the management of BELIFT LAB, every aspect of their music and image was a company strategy. In K-Pop, artists often have limited control over how their work is presented, with only a few major artists or highly influential talents having a say in the creative process. This is even more restrictive for rookie groups.
Yet, when the public turns against them, it is the artists who bear the brunt of the criticism. After the plagiarism accusations, ILLIT faced prolonged cyberbullying. A significant portion of the backlash came from NewJeans‘ fans. Social media was flooded with hateful comments directed at the five young girls, all because of a corporate conflict.
Both HYBE and Min Hee-jin suffered losses in their feud, but ILLIT was the group most affected. Their reputation hit rock bottom, and they were labeled a “copycat group.” The management company also failed to protect the artists. BELIFT LAB only made matters worse with a disastrous clarification in June 2024, which intensified the boycott against ILLIT. Many netizens concluded that the first victims of Min Hee-jin’s power struggle were none other than ILLIT.
NewJeans & ILLIT Not Exactly on Good Terms?
In July 2024, three HYBE girl groups – LE SSERAFIM, NewJeans, and ILLIT – were brought together for the first time amid the ongoing corporate drama at the SBS Gayo Daejun Summer festival. It was there that NewJeans and ILLIT were involved in a controversial moment.
After months of turmoil, the two groups finally interacted, but the awkward atmosphere sparked debate. Netizens pointed out that ILLIT bowed to NewJeans, only to seemingly be ignored by their seniors.
Given the preexisting drama between the two groups, netizens were quick to fuel conspiracy theories. At that time, NewJeans was criticized for ignoring ILLIT. Some fans defended them, saying it was understandable that NewJeans would not want to acknowledge a group seen as their copy. However, it was clear that NewJeans’ behavior towards ILLIT was far from friendly.
A while later, NewJeans caused an uproar on social media when they openly declared war on HYBE. On the afternoon of September 11th, NewJeans created their own YouTube account, “nwjns,” and live streamed for 20 minutes to directly express their stance on Min Hee-jin’s removal from ADOR. The group not only affirmed Min Hee-jin’s irreplaceable role and demanded her return by September 25th, but also hinted at being “silently mistreated” within the company.
Specifically, member Hanni recounted how she was ignored by fellow artists at the company, stating that their manager instructed them to “just ignore her”. Immediately, NewJeans fans began investigating which artist had snubbed Hanni. Many swarmed the accounts of HYBE girl groups like LE SSERAFIM and ILLIT, leaving negative comments and demanding explanations. Social media turned into a “witch hunt.”
ILLIT, the group with the most “history” with NewJeans, was the primary target. On September 12th, HYBE released CCTV footage showing that ILLIT and Hanni had greeted each other normally. This move was made to protect ILLIT. Yet, because of Hanni’s vague accusations, ILLIT was unjustly blamed, with no evidence of them ignoring their seniors.
Enduring the “double standards” of netizens
In the ongoing media battle between Min Hee-jin and HYBE, both NewJeans and ILLIT are “innocent children” caught in the crossfire.
Netizens advise one another not to be too harsh on NewJeans because the girls are still young. However, they seem to forget that ILLIT members are also not much older. ILLIT fans have also bitterly realized a harsh truth: in the same situation, ILLIT will be relentlessly condemned with the harshest words.
Having only debuted for over half a year, ILLIT has faced more controversies than many veteran groups. Both ILLIT and NewJeans are victims of this power struggle within the corporation.
However, in another sense, ILLIT has also become a victim of NewJeans’ more extreme fans and the “double standards” of netizens.
Source: K14