Starting from the end of April 2024, the power struggle between HYBE Corporation and the “creator” of NewJeans has yet to cool down. The ongoing conflict has seen more and more intense developments. According to the latest update, Min Hee Jin has been “removed” by HYBE from her position as CEO of ADOR and replaced with a new leader. This significant personnel change right before NewJeans’ World Tour has left the public in disarray.
In July 2022, NewJeans made an unexpected debut without prior notice. This girl group was the “brainchild” of former SM creative director Min Hee Jin, marking her collaboration with Korea’s number one entertainment company. At that time, NewJeans, with their modern energy and unique concept, stormed through K-pop like a whirlwind.
In just two years, NewJeans had their name among the most successful groups in the international market, charting on the Billboard Hot 100, consistently achieving Perfect All-Kills, and winning numerous prestigious Daesang awards.
No one could have imagined that NewJeans would ever reach a breaking point – like now. Min Hee Jin’s departure almost leaves the group’s future uncertain, with no clear way forward. Three NewJeans members expressed confusion and fear as Min Hee Jin is no longer in charge.
Recently, HYBE has continuously made moves that negatively impact NewJeans. Korean media even referred to this as a “trace erasure,” with HYBE putting NewJeans in a position where they risk being wiped out.
On September 2, the new CEO of ADOR hid all the videos on the Ban Hee Soo YouTube channel, where content related to NewJeans’ “concept world” had been posted. Director Shin Woo Seok, who was behind NewJeans’ famous MVs, was banned from using behind-the-scenes videos. Following this, the director announced that he would no longer collaborate with HYBE and expressed deep regret over halting the projects he had been working on with NewJeans.
NewJeans fans are extremely worried about this situation, claiming that the group is being isolated. Looking back, Chairman Bang Si Hyuk has been accused multiple times of discriminating against NewJeans. HYBE had even planned to suspend NewJeans’ activities for 1 year and 6 months – a move that would freeze the momentum of a group at the height of its success.
In the accusations surrounding the “Min Hee Jin stealing trainees from Source Music” scandal, HYBE provided Dispatch with pre-debut videos, images, and information about NewJeans. This was a severe leak of personal information, for which Min Hee Jin filed a lawsuit.
Fans have pointed out numerous details proving that HYBE is pushing NewJeans into a corner. With the current situation, the five girls are left unprotected, and HYBE is destroying the very “creation” they invested in. The question of what lies ahead for NewJeans remains unanswered.