Min Hee-jin Accuses Lesserafim of Stealing Luxury Brand Contract from NewJeans

Recently, ADOR released the complete email sent to HYBE discussing NewJeans, LE SSERAFIM, and ILLIT. The email referenced an incident in which LE SSERAFIM allegedly “stole”a contract with a high-end brand from NewJeans.

The email excerpt that contains the aforementioned scenario is as follows:

“In light of multiple instances where HYBE’s business operations have fallen short of ADOR’s expectations, it is important for ADOR to secure its own resources for business operations, advertising, and MD. This can be achieved by seeking external partners, as HYBE has done, in order to achieve better results. However, it should be noted that addressing issues with existing internal businesses is a challenging process.”

For instance, since their debut, NewJeans has received numerous advertising proposals from external sources due to their high relevance in the advertising industry. Therefore, effectively managing their advertisers was deemed sufficient. The company did not engage in any fabricated advertising sales activities and instead, willingly extended invitations. However, the Brand Synergy Business Team, in charge of advertising, encountered problems that resulted in frequent and unnecessary disputes with both advertisers and brands.

Despite repeatedly raising this issue, ADOR has not seen any improvement until an incident involving defamation forced the matter to be resolved. During the pursuit of a new contract between LE SSERAFIM and a luxury foreign brand, conflicts of interest arose as the Brand Synergy Business Team disclosed the contract between ADOR and the brand, accompanied by false information.

Despite the expectation for the Brand Synergy Business Team to treat each label, ADOR and Source Music, with equal fairness, they demonstrated favoritism towards a particular artist. It was only after this bias was brought to light that the team finally acknowledged ADOR’s objections and rectified the situation by refunding three months of agency fees.

Despite the unnecessary requirement of directly meeting with the brand during the process, it was solely the brand’s responsibility to determine the truth. Despite facing an unfair event that warranted contract cancellation and having to pay a commission similar to an external business, the process was complicated due to our status as an internal business group within the same joint venture. Furthermore, after cancelling the contract, we had to endure baseless rumors within the company that ADOR was a problematic label.

Currently, K-netizens are convinced that the mentioned “luxury foreign brand”in the email refers to none other than Louis Vuitton, as LE SSERAFIM is currently an ambassador for the brand.

The source for this information is K Crush, as reported on the website theqoo on page 2.