A decline in followers, album sales and brand deal cancellations…
Koreaboo
The ongoing legal battle between Belift Laboratory and ex I LOVE IT CEO Min Hee Jin continues to draw attention as both sides present their arguments. During the first hearing of Belift Lab’s lawsuit in the Seoul Western District Court on January 10, the company said that Min’s actions caused significant financial harm to YOU.
Belift Lab is seeking ₩2 billion in damages, claiming that Min Hee Jin’s activities have resulted in a decline in ILLIT’s social media followers and album sales. The company also revealed that brands like it KT AND Sweat Pocari as a result they had canceled their agreements with ILLIT. Belift Lab argued that these events had a serious impact on the group’s growth and revenue.
Both advertising collaborations have been very successful in the past, with member ILLIT WoheeThe Pocari Sweat ad has garnered over 14 million views on YouTube.
However, the court noted that the evidence provided by Belift Lab to support its claims of financial losses was not yet concrete. The judge advised the company to submit more detailed documentation to prove the alleged damage in future proceedings.
The plaintiff alleged that the defendant caused a reduction in ILLIT’s official social media followers, a decline in album sales, and the cancellation of advertising contracts with companies such as KT and Pocari Sweat.
However, as the conclusion remains uncertain, detailed evidence of passive damages and compensation will have to be presented at the next trial.
– Seoul Western District Court
News of Belift Lab’s reported damages shocked and appalled fans online, who shared their thoughts on social media platforms like X (formerly known as Twitter).
Due to lifting actions in the past 6 months, Pocari Sweat has terminated the contract with Wonhee
And the ILLITs were chosen by a KT as ambassadors
Big Korean brands no longer want to work with ILLIT due to their association with Belift pic.twitter.com/XJtGdbMr9h
— Lia ✮ (@Liashyz) January 10, 2025
It’s so shocking, Wonhee’s ad was one of the most viewed ad campaigns last year, and Pocari’s sweat had to bring it down? Belift lab has every right to have MHJ pay for defamation of character, better days are coming. pic.twitter.com/fU8xQTHlYW
— mobile (@enlilliez) January 10, 2025
On the other hand, NewJeans fans defended Min Hee Jin from Belift Lab’s accusations.
BELIFT: ILLIT’s comeback failed and they lost advertising deals, so we demand 2 billion KRW from MHJ
this label is a real joke 😭
— ☘︎ (@jeanzbts) January 10, 2025
I can’t celebrate underperforming and losing their brand deals because they are innocent girls, but I also can’t imagine how crushed we would be if Belift got away with it and saw immense success after sabotaging NewJeans. luckily the public understood everything
— hybe misandrist (@coolwithhyou) January 11, 2025
Below you can see an overview of the first test.
Belift Lab and Min Hee Jin participate in the first test: here’s an overview
