Labeled as a “copycat group” and subjected to cyberbullying for a prolonged period
In late April 2024, HYBE began an internal conflict with Min Hee-jin, accusing the former ADOR CEO of plotting to seize control and separate NewJeans from the company’s management. This triggered what would become a “historical feud in K-pop” that has unfolded over the past six months.
Initially, media attention focused on Min Hee-jin’s shocking press conference, in which she exposed various problems within HYBE. One of the main reasons for her dissatisfaction, according to her, was HYBE’s theft of NewJeans’ intellectual property and creative concepts to develop ILLIT.
However, ILLIT never intentionally tried to replicate the concept of NewJeans. Debuting under the management of BELIFT LAB, every aspect of their music and image was a corporate 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 debut 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 girls, all because of a corporate conflict.
Both HYBE and Min Hee-jin suffered losses in their feud, but ILLIT was the group that was hit the hardest. Their reputation hit rock bottom and they were labeled as 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 and ILLIT aren’t exactly on good terms?
In July 2024, three HYBE girl groups, LE SSERAFIM, NewJeans, and ILLIT, came 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 a debate. Netizens pointed out that ILLIT kowtowed to NewJeans, only to be seemingly ignored by their superiors.
Given the pre-existing drama between the two groups, netizens were quick to fuel conspiracy theories. At the time, NewJeans was criticized for ignoring ILLIT. Some fans defended them, saying that it was understandable that NewJeans would not want to acknowledge a group they saw as their copycat. However, it was clear that NewJeans’ behavior towards ILLIT was anything but friendly.
Some time later, NewJeans sparked a social media outcry when it openly declared war on HYBE. On the afternoon of September 11, NewJeans created its own YouTube account, “nwjns,” and went on a 20-minute livestream to directly express its stance on Min Hee-jin’s removal from ADOR. The group not only affirmed Min Hee-jin’s irreplaceable role and demanded his return by September 25, but also hinted that he had been “silently abused” within the company.
Specifically, member Hanni said she was ignored by fellow artists in the company, stating that their manager had told them to “just ignore her.” Immediately, NewJeans fans began investigating which artist had snubbed Hanni. Many flooded 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 main target. On September 12, HYBE released a video surveillance showing that ILLIT and Hanni had greeted each other normally. This move was done to protect ILLIT. However, due to Hanni’s vague accusations, ILLIT was falsely accused, without any evidence that they were ignoring their superiors.
Putting up with netizens’ “double standards”
In the ongoing media battle between Min Hee-jin and HYBE, both NewJeans and ILLIT are “innocent children” caught in the crossfire.
Netizens advise each other not to be too harsh on NewJeans because the girls are still young. However, they seem to forget that ILLIT members are not much older. ILLIT fans have also bitterly realized a harsh truth: in the same situation, ILLIT will be mercilessly condemned with the harshest words.
Having debuted only over six months ago, ILLIT has faced more controversy 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 the more extremist NewJeans fans and the “double standards” of Internet users.
Source: K14
