The parents of NewJeans slammed HYBE for allegedly allowing a new girl group to "copy" their daughters' group.
Citing Ilgan Sports, Korean entertainment media outlet Soompi unveiled an email sent in April by ADOR CEO Min Hee Jin, who also handles NewJeans, to HYBE and its label BELIFT LAB.
ICYDK, HYBE is a parent company that handles various labels, including ADOR and Belift Lab, allowing them to "independently create their music and pursue cultural diversity" in the K-pop scene.
In the email that Hee-Jin forwarded on March 31, the parents of the NewJeans members voiced out their concerns against HYBE chairman Bang Si Hyuk's handling of the group which they did not name, BELIFT LAB's alleged copying of NewJeans, and other issues.
"We express deep concern over the controversy that has risen with many similarities in concept (photos, music video, etc.), styling, choreography, etc. between NewJeans and a group that debuted under another label of HYBE (hereafter referred to as "000"). These similarities appear to be the result of intentional imitation by HYBE / BELIFT LAB," the parents began, adding the frustration on the mass production of similar content to NewJeans, prompting suspicions such as copying and plagiarism.
"It is deeply regrettable that another label under the same parent company could plan a team that is intentionally reminiscent of NewJeans's debut era within just one year and eight months since NewJeans's debut," they reasoned.
The parents of NewJeans argue that the use of staff who worked with the OMG group before the debut, and the other similarities mentioned, strongly suggest that the copying and plagiarism were intentional.
"More than anything, we question the rationale behind such irrational planning within the same company, although it is common sense for teams with different characteristics to target different markets, especially when the debuts are not far apart. We understand that ADOR was not involved or cooperative in this process," they said, requesting the HYBE and BELIFT Lab to clarify their intentions behind these similar plans that, as per them, were made "arbitrarily."
'Did ADOR give permission to use choreography with identical motions?'
The letter went on to state that the issue causes "severe mental distress" to the NewJeans due to public criticisms and refutes similarities between the former and the new group.
"Not only the members, but their families feel severe fatigue about 000 being mentioned together in almost all articles about NewJeans and on social media and even feel helpless about not being able to stop this. We are upset and hurt that NewJeans is being used in unnecessary comparative analysis, and it is painful," the statement continued.
"Even within 000's [internally-produced] videos, there was content that could be used as gossip. We believed that certain references within 000's videos internally-produced by BELIFT LAB were very inappropriate. As feared, relevant gossip was produced, and we discovered content mocking NewJeans on an online community. It is most unfortunate that this content was not filtered out although it was all produced and edited by HYBE's internal production team," it added.
How HYBE's chairman Bang Si Hyuk handles the situation
The parents also reasoned out some "childish and unbelievable" incidents, alleging "HYBE's chairman Bang Si Hyuk ignored the NewJeans members and their greetings whenever he ran into them at the company."
They wrote: "First, we had doubts when we heard from the children, 'He must not have recognized us,' and asked them again several times. However, this happened on several occasions, and as there were times when they ran into him alone on different dates and different locations, he must have recognized the members to be NewJeans."
"Even if he did not know that they were NewJeans members, it should be basic [courtesy] to respond to someone who offers a greeting first. Is it so difficult to exchange greetings within the company?" they continued, citing an instance where Si Hyuk "was pretending not to see" the girl group while standing blankly in the elevator.
"We were surprised at this childish and unbelievable situation as parents, and we were at a loss as there was nothing we could say to our children. These members are just of middle school and high school age," the statement continued.
HYBE's 'unfair' treatment
Moreover, the parents voiced "the broken promise" of HYBE to make NewJeans the first girl group under them.
This issue came after the parents heard that ILLIT had signed contracts with SOURCE MUSIC. According to them, the NewJeans members signed as SOURCE MUSIC trainees after hearing the offer and promise to be HYBE's first girl group. Afterward, "they had to blindly wait without hearing any explanation from SOURCE MUSIC while the project was delayed."
"Due to the challenging process experienced at SOURCE MUSIC, there was a member who considered giving up on debuting," they revealed.
The parents of the Korean girl group also believe that the ongoing plagiarism issue results from HYBE's unfair treatment and lack of transparent communication.
"We object to the use of NewJeans as a strategy to deliberately attract attention only when needed by HYBE under the reason of being from a HYBE sub-label, and we express regret at HYBE / BELIFT LAB's promotional methods that were carried out arbitrarily without request or consultation although there was no involvement or prior agreement with ADOR, and we request corrective measures," they said.
They requested that Hee Ji "take measures to block the infringement activities against NewJeans by HYBE / BELIFT LAB and to protect their brand value."
"As a leader of the K-pop industry, HYBE should provide a sensible and healthy environment for its labels' artists. We demand a strong protest against HYBE for the issues mentioned and await their response and corrective measures," It concluded.
Hee Jin's statement
In April, the head of the label, Hee Jin, also released a lengthy statement, slamming HYBE for allowing Belift Lab's ILLIT to copy the Super Shy singers.
"ILLIT is copying NewJeans in all aspects of entertainment activities, including hair, makeup, clothing, choreography, photos, videos, and event appearances,” she said, as reported by Korean outlet Soompi.
She also notedhow the former is being seen as “Min Hee Jin style,” “Min Hee Jin type,” and “an imitation of NewJeans,” which she said is a “shameful situation.”
The ADOR CEO also criticized Si Hyuk for producing ILLIT’s debut album, saying the parent company is “blinded by short-term profits and mass-producing unoriginality by copying successful cultural content without hesitation.”
Hee Jin also lamented how the situation had caused NewJeans to receive unnecessary attention especially when they are gearing up for their comeback album to be released in May.
She also stressed that ADOR did not consent to the similarity nor copying of NewJeans’ achievements.
“ADOR does not want NewJeans and ILLIT to be associated in any way. We have no intention of tolerating promotions such as groups being sibling groups just because they debuted under HYBE labels,” she underscored.
NewJeans is a five-member group composed of Hanni, Danielle, Haerin, Minji, and Hyein. They are known for their Y2K aesthetics, as well as for their hit tracks including OMG, Ditto, Hype Boy, and Super Shy.
Two years after their debut in July 2022, the group bagged the Group of the Year Award at the 2024 Billboard Women in Music.
Meanwhile, ILLIT, composed of Yunah, Moka, Minju, Iroha, and Wonhee, recently debuted in March this year with an EP dubbed Super Real Me that included their hit track Magnetic.
