BLACKPINK recently returned with their new album Expiration, marking their first group release in several years. Despite mixed reactions from some netizens regarding the musical directionthe album achieved considerable commercial success, recording massive first-day sales and breaking numerous records.
However, beyond the celebratory headlines, the timing of the release has fueled debate online. As the ongoing legal dispute between HYBE and former ADOR CEO Min Hee Jin continues, recently disclosed court documents have intensified scrutiny of HYBE’s alleged business practices.
On February 26, details revealed in court stated that Min Hee Jin had rejected a proposal involving him sajaegi is a controversial industry practice that refers to artificially increasing album sales by purchasing copies in large quantities and then returning unsold stock. The documents also suggest that other artists affiliated with HYBE may have previously benefited from such methods. Allegations related to sajaegi have surfaced around HYBE in the past, making the revelation particularly sensitive.
Coincidentally, the same day as ExpirationLeading K-pop distributor Ktown4u has shared videos showing large quantities of BLACKPINK albums arriving at its warehouse. Shortly after, further clips were released showing staff individually packing customer orders for shipping.
The footage quickly spread on X (formerly Twitter), where fans began to interpret the transparency as a deliberate move. Some argued that publicly displaying the distribution and packaging process was an indirect way to emphasize a legitimate sales activity potentially at odds with the recent allegations involving HYBE. Observers pointed out that such behind-the-scenes documentation has not commonly accompanied other recent album releases.
Although neither YG Entertainment nor Ktown4u have commented on the speculation, the timing has led many to believe the move was more than coincidental. As BLACKPINK continues to dominate charts and sales figures, discussions about industry transparency and competition among major entertainment companies have once again taken center stage.
Sources: Koreaboo
