On September 14, @bowwow_bam, the social media account dedicated to Jungkook’s (BTS) dog Bam with 6 million followers, posted a picture of Bam with the caption “Artists are not guilty,” featuring five colored heart emojis.
These five colored heart emojis are frequently used by the group NewJeans, leading many to speculate that Jungkook was showing support for them, causing netizens to discuss the relationship between BTS and NewJeans.
NewJeans’ “Mother” , Min Hee Jin, Accused of Taking Advantage of BTS’s Fame
NewJeans was previously rumored to have a strained relationship with BTS after Min Hee Jin involved BTS in her conflict with HYBE, claiming that “Bang Si Hyuk copied me to create BTS.” This statement angered BTS’s fan community.
Many expressed outrage, accusing Min Hee Jin of being “delusional” for asserting that BTS’s success was due to Bang Si Hyuk copying her. At the time of BTS’s debut, Min Hee Jin was still the creative director at SM Entertainment, making it difficult to draw parallels between BTS’s hip-hop concept and the groups she managed at SM, such as SHINee or EXO. ARMY members continuously shared comparison images to refute Min Hee Jin’s claims about BTS.
During this time, BTS was not involved in the conflict, making their mention in the controversy while members serve in the military particularly upsetting for the fandom. Furthermore, Min Hee Jin had previously criticized ILLIT and HYBE, expressing dissatisfaction with the comparison of a new girl group from BELIFT LAB to NewJeans, which had often been referred to as “BTS’s little sister” during their debut. Critics suggested that without this label, it would have been challenging for NewJeans to achieve rapid fame and success.
The term “BTS’s little sister” was commonly used in discussions about NewJeans. The relationship between NewJeans and BTS parallels ILLIT’s situation, with both groups under the HYBE umbrella but managed by different subsidiaries.
Before their official debut, the two oldest members of NewJeans, Hanni and Minji, appeared as supporting actors in BTS’s “Permission To Dance” music video. The senior-junior relationship is often highlighted in TikTok videos during NewJeans’s comebacks.
NewJeans Secures Major Endorsement Deals Thanks to Being BTS’s Juniors
The five members of NewJeans have secured ambassador titles and participated in major events for luxury brands. Observant netizens noted that the group benefits significantly from BTS’s resources.
NewJeans has taken on roles previously held by BTS, including acting as public ambassadors for Seoul City, New Year’s Rockin’ Eve, and various advertisements for brands like McDonald’s, Coca-Cola, and Shinhan Bank.
The group’s lucrative endorsement deals are believed to stem from BTS’s influence.
The issue surrounding NewJeans’ fashion ambassador roles has sparked controversy, particularly since their members were unexpectedly named ambassadors for luxury brands despite limited prior recognition. This led to rumors that these roles were “BTS’s additions.”
Among the five members, Danielle, Haerin, and Hyein are connected with brands like Celine, Dior, and Louis Vuitton, which have also been associated with BTS members V, Jimin, and J-Hope.
Additionally, when Jungkook was named a global ambassador for Calvin Klein, NewJeans was unveiled as the new models for the same brand.
NewJeans Rumored to Replace BTS Amidst Korean Media Speculation
In 2023, South Korean media circulated rumors suggesting that NewJeans might “replace” BTS in the future, drawing significant attention from fans. Many believed these articles implied that Hybe’s rookie group would fill the void left by BTS’s absence.
Reports indicated that HYBE’s stock price surged by 23% thanks to NewJeans invigorating the company’s prospects. Headlines included: “Filling the void left by BTS, NewJeans breathes new life into HYBE’s stock,” and “NewJeans achieved in 6 months what BTS took 8 years to do.”
BTS fans expressed frustration over these media comparisons, objecting to the direct juxtaposition of their statuses in the entertainment industry.
Korean netizens noted a trend in articles simultaneously mentioning BTS and NewJeans, drawing comparisons about their achievements. Discussions highlighted NewJeans’s dominance in charts formerly occupied by BTS and pointed out how NewJeans contributed to boosting HYBE’s financial performance, especially amidst BTS’s military service.
Despite All Controversies, BTS and NewJeans Maintain a Good Relationship
Following Jungkook’s supportive message for NewJeans, Big Hit Music explained that his post, stating “Artists are not guilty,” was made with the intent that young artists should not be dragged into disputes.
This highlights Jungkook’s endorsement of a positive relationship between both groups. Additionally, V has publicly supported NewJeans as well.
V first interacted with NewJeans publicly through a video joining the “Hype Boy” trend in August 2023, establishing a unique rapport since male idols typically do not engage much with female juniors within the same company. The collaboration sparked considerable excitement.
Shortly after, V promoted his solo song “Slow Dancing,” and NewJeans reciprocated by performing a dance challenge with V, shared on BTS’s TikTok channel. On April 14, NewJeans even visited V while he was serving in the military, showcasing their close relationship to fans.
Leave a Reply