In the midst of a social media frenzy, HYBE, the company responsible for creating worldwide sensations such as BTS, has been accused by netizens of launching a campaign to eliminate NewJeans from the public’s attention.
So Hybe @HYBEOFFICIALtwt manipulated the ranking, erasing NewJeans. https://t.co/x31bcOECHS https://t.co/KxMf7XnrtB
— 𝚌𝚑𝚊𝚎𝚕𝚘𝚛🌙 (@_chaelormoon) May 12, 2024
The dispute arose after several news stories circulated, implying a decrease in NewJeans’ fame and the emergence of a new female group, ILLIT, supposedly ready to take their place.
This actually makes sense. She got annoyed that someone else was able to use the same formula as her to make a successful group. Her main concern was probably illit replacing newjeans due to similarity in their concepts https://t.co/0P4VBcXcWP
— Only ✨ (@coffeeandciggg) April 22, 2024
The trigger for the uproar was a post titled “HYBE Has Begun Erasing NewJeans,”which went viral and featured a collection of headlines from various news articles.
One person among the group claimed that ILLIT had surpassed NewJeans in terms of brand power. They cited a viral poll where supposedly over 100,000 Koreans had voted.
Despite being called into question by skeptical netizens, the authenticity and methodology of this poll remain a concern.
Let’s start with ILLIT replacing NewJeans lol
— fake (@FelixThaw) May 3, 2024
The use of the term “Unnies”in a headline comparing NewJeans to ILLIT sparked backlash for potentially distorting the age differences between the two groups. Despite NewJeans being younger, referring to them as “Unnies”implied a sizeable age disparity, leading to allegations of biased journalism and intentional manipulation by HYBE.
Hybe what are you doing to NewJeans? Why did you treat NewJeans like that? They earned the money for you and now you want ILLIT replacing them? fck ILLIT! Fck Hybe!
— An Tinh Phong (@mrcphampham1006) April 24, 2024
The reaction from online users was quick and passionate, with numerous individuals criticizing HYBE’s deliberate use of media to diminish NewJeans’ accomplishments and boost ILLIT.
yall be saying payola as a drag but the way no real payola is happening 💀 (payola is bribing radio stations to play your songs so they get more air time) whats happening here is hybe 1) promoting illit after literal months of ignoring them and 2) fashion brands recognizing them
— hello naolin! ! (@takafunaya) February 22, 2024
Numerous comments inundated social media platforms, conveying feelings of frustration and disbelief towards what many view as a targeted attack on the well-established girl group.
people on tiktok r so mad that hybe is promoting illit like its not that serious pic.twitter.com/sL82mAjo9N
— super real rina 🎀 (@poppyseeun) March 16, 2024
In addition, internet users brought up past occurrences of what they refer to as “media play”on different online platforms, adding to the doubt surrounding HYBE’s motives.
music wise, mixed quality, but undoubtedly interesting prospects for the upcoming landscape of 4.5/5th gen ggs. remember to boycott hybe so that includes illit, make your stream matter to them! and be conscious with your relationship with promoting/streaming groups with minors pic.twitter.com/SIhnvUFyYr
— superbeing cricket ⛲️ BiO publicist (@mccnlightaria) April 1, 2024
There were even rumors suggesting that ILLIT was intentionally designed as a replacement for NewJeans, insinuating a deliberate attempt to diminish the brand’s individuality and history.
Now THIS IS THE DRAMA I LIKE. Now personally I think they should have a performance battle and whoever wins gets to continue promoting while the loser has to disband. Hybe’s monopoly is going down, A NEW KPOP ERA IS COMING LET THE BATTLE ROYALE BEGIN!!! #NewJeans #ILLIT https://t.co/9gmUKZzgbM
— ÆDEN (@AE_Edenn) April 22, 2024
The dispute highlights the tremendous level of scrutiny that entertainment companies in South Korea are subject to, as well as the ongoing conflict between corporate priorities and creative authenticity.
Despite the lack of response from HYBE, the passionate outcry from netizens indicates an increasing desire for transparency and fairness in media representation within the K-pop world.
Now I understood why Hybe was promoting Illit payola and everything for them. Illit is literally the copycat of Newjeans but managed by Hybe
— Jhunnu (@Jhunuuu121521) April 22, 2024
Amidst the ongoing debate, both fans and observers are closely monitoring the situation, eagerly anticipating HYBE’s response and how it will impact NewJeans’ reputation as they navigate through this storm of controversy.
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