2024-05-13
Exclusive Report on Members’ Parents’ Opinion Letter Submitted to ADOR CEO Min Hee-jin
“We find it puzzling why Chairman Bang Si-hyuk pretends not to know the members and ignores their greetings.”
It has been confirmed that the beginning of the dispute between HYBE and ADOR CEO Min Hee-jin, the so-called ‘Min Hee-jin Incident,’ stemmed from circumstantial evidence of HYBE’s mistreatment of NewJeans, such as HYBE Chairman Bang Si-hyuk not even accepting greetings from the NewJeans members.
In the ‘Email Sent to HYBE Summarizing Suggestions Made by NewJeans’ Parents,’ obtained by Ilgan Sports on the 13th, the members’ parents claimed that HYBE was clearly discriminating against NewJeans members. Amidst this, they expressed significant anxiety when the girl group ILLIT debuted under HYBE with a concept similar to NewJeans.
As the parents and legal guardians of Kim Minji, Hanni Pham, Kang Haerin, Marsh Danielle, and Lee Hyein (hereinafter NewJeans), they raised issues regarding “ILLIT’s plagiarism of NewJeans” to ADOR on March 31.
According to the email content, NewJeans’ parents expressed concern that a group (ILLIT) debuted by another label under HYBE showed many similarities and sparked controversy regarding NewJeans in terms of concept (photos, music videos, etc.), styling, and choreography.
NewJeans’ parents stated that such similarities appear to be the result of planning by HYBE (BELIFT LAB) with the intention of imitation. They expressed regret asking how it was possible to plan a team that intentionally brings to mind NewJeans’ debut era under another label sharing the same parent company, just 1 year and 8 months after NewJeans’ debut.
Furthermore, NewJeans’ parents expressed deep regret that in-house content produced by BELIFT LAB was not properly filtered, leading to the discovery of content mocking NewJeans. They raised the issue by asking, “Does HYBE (BELIFT LAB) have no intention of protecting the brand value of NewJeans and each member?”
NewJeans’ parents pointed out, “(Raising this issue) is not considered an unfounded fear because absurd situations have occurred frequently.”
NewJeans’ parents conveyed, “We find it puzzling why Chairman Bang Si-hyuk pretended not to know the members and turned away from their greetings every time the NewJeans members encountered him within the company.” They continued, “At first, we doubted what we heard from the children, thinking, ‘He probably just didn’t recognize them,’ and verified it several times. However, since such incidents happened multiple times, on different dates and at different locations, and even when they ran into him alone, it was a situation where he had no choice but to recognize that they were NewJeans members.”
The parents pointed out, “Even if he didn’t know they were NewJeans members, if someone greets him first, it would be basic etiquette to accept it. Was it so difficult to exchange greetings within the company?” They expressed their pitiful sentiments, stating, “After hearing cases not just once or twice—such as standing dazed in the elevator because they were embarrassed at being ignored, sensing that he pretended not to see them, or feeling that he intentionally avoided them—as parents, we were shocked by this childish and unbelievable situation, and we were at a loss for words to say to our children. The members are merely middle and high school age.”
NewJeans’ parents lamented that this incomprehensible treatment was not the only issue. “NewJeans members signed trainee contracts with Source Music after hearing the proposal and promise that they would be HYBE’s first girl group. However, during the period when the project was delayed, they had to wait indefinitely without hearing any explanation from Source Music.”
They added, “In the meantime, news of the contracts of Sa* and Kim C* was heard. Eventually, contrary to the promise made to us at the time of signing, another team debuted as the first team.” They continued, “The nightmare of HYBE breaking the promise about the first girl group in the past, and the indefinite waiting and neglect of NewJeans members during their trainee days at Source Music, is unforgettable. There was even a member who considered giving up on debuting due to the arduous process at Source Music.”
NewJeans’ parents stated, “Since the circumstantial evidence that HYBE does not respect NewJeans has become clear through various incidents, we are worried about how HYBE will use NewJeans in the future and what else of NewJeans they will imitate.” They conveyed, “Therefore, with a miserable heart, we officially request ADOR CEO Min Hee-jin, who is in charge of NewJeans’ management contract, to stop HYBE (BELIFT LAB)’s infringement activities against NewJeans and protect their brand value.”
It was confirmed that ADOR, having summarized these opinions of NewJeans’ parents, demanded a statement of position and corrective measures from HYBE and BELIFT LAB on April 3 regarding the damage to NewJeans’ brand value caused by the ILLIT plagiarism dispute.
Subsequently, on April 16, stating they had not received a promise regarding the prevention of recurrence for their demand for corrective measures, ADOR filed an internal complaint with the content, “Please stop obstruction of business against NewJeans and practice ethical management.” Regarding ADOR’s corrective measures demanded on April 3, HYBE sent a reply on the 16th stating, “The raising of suspicions regarding ILLIT’s plagiarism of NewJeans is not true.”
Afterward, HYBE sent a statement of position regarding the second email to ADOR around 10:00 AM on April 22, and the audit of ADOR by HYBE began that afternoon; this news was immediately made known through the media.
On the morning of April 25, HYBE announced the interim results of the audit and stated they planned to accuse ADOR CEO Min Hee-jin. In response, ADOR announced around 12:00 PM that CEO Min Hee-jin would hold a press conference at 3:00 PM that day. About 20 minutes before the press conference, HYBE distributed materials containing parts of the audit questionnaire sent to ADOR’s management. CEO Min Hee-jin’s press conference was held at 3:00 PM.
Meanwhile, regarding the email sent by NewJeans’ parents, a high-ranking official at HYBE rebutted, “First, we must verify if that email was actually written by the NewJeans parents,” adding, “We have relevant evidence.” The official continued, “We sent a reply to ADOR on April 16 stating that the plagiarism issue raised is factually incorrect. Around the time we were about to send it, a second email containing several clauses, such as ‘pushing out (album sales inflation),’ arrived from ADOR. We sent the answer to the first email that day, and regarding the second email, we sent a reply around 10:00 AM on the 22nd. It was confirmed that CEO Min Hee-jin read that reply a little past 12:00 PM. And the audit proceeded that afternoon.”
This official claimed, “ILLIT debuted on March 25. Before that, there were some netizen reactions raising plagiarism suspicions due to pre-released teasers, etc., but after the debut, because the song was so good and the reaction was hot, such claims disappeared.” He argued, “So they urgently sent the email on April 3.” He emphasized, “NewJeans’ ‘Bubble Gum’ release was on April 27. Sending the first email on April 3 and the second on April 16 is believed to be under the judgment that HYBE would have no choice but to accept CEO Min Hee-jin’s claims ahead of the NewJeans comeback. It is too clear who is using NewJeans.”
Regarding the issue raised by the parents that Chairman Bang Si-hyuk did not accept NewJeans members’ greetings and mistreated them, this official said, “I don’t think there is a need to respond to every single one of (ADOR’s) nonsensical claims,” and stated, “We will disclose the reply email to (ADOR’s) first email, etc., as official data.”
On the 13th, Ilgan Sports obtained the email containing the opinions of NewJeans’ parents sent by ADOR to HYBE, which can be considered the trigger of the intense conflict over management rights between HYBE and ADOR CEO Min Hee-jin.
According to the ‘Email Sent to HYBE Summarizing Suggestions Made by NewJeans’ Parents’ by ADOR, CEO Min Hee-jin sent this email to HYBE and ILLIT’s agency, BELIFT LAB, on April 3. Subsequently, ADOR filed an internal complaint on the 16th, asking to “Stop obstruction of business against NewJeans and practice ethical management.” In response, HYBE sent a reply email regarding the April 3 email to ADOR on the 16th, and also sent a reply email regarding the second email on the morning of the 22nd. Following this, HYBE’s audit of ADOR began that afternoon.
The following is the full text of the email CEO Min Hee-jin sent to HYBE on April 3.
To: CEO Park Ji-won of HYBE Corporation and CEO Kim T**-** of BELIFT LAB Corporation,
We have received the following letter from the parents who are the legal guardians of our artists. Pursuant to Articles 1, 2, 5, and 11 of the exclusive contract between our company and the artists, we have the duty and responsibility to take action on these demands.
Please respond to all matters raised without omission.
Additionally, in order to maintain transparent written communication on this matter, we have included the parents as CC recipients on this email, so please reply to all.
To: CEO Min Hee-jin of ADOR Corporation,
[Summary]
As the parents and legal guardians of Kim Minji, Hanni Pham, Kang Haerin, Danielle Marsh, and Lee Hyein (hereinafter “NewJeans”), we submit the following opinion letter to CEO Min Hee-jin of ADOR Corporation on March 31, 2024.
[Contents]
We express deep concern over the many similarities and controversies that have arisen between a group (hereinafter “ILLIT”) that recently debuted under another label under HYBE and NewJeans in terms of concept (photos, music videos, etc.), styling, choreography, and more.
These similarities appear to be the result of planning intended to imitate by HYBE / BELIFT LAB. The series of content including concept photos, styling, music video scenes, choreography, and self-produced content, as well as the hiring of debut-era staff who had only worked exclusively with NewJeans without experience with other idols, makes it difficult to deny the intentionality.
A large amount of content similar to NewJeans has already been mass-produced, and suspicions of being a NewJeans copy or plagiarism have spread widely among consumers. We express deep regret at how, only 1 year and 8 months after NewJeans’ debut, another label under the same parent company could plan a team that intentionally evokes NewJeans’ debut era.
Above all, common sense dictates that teams with different characteristics should target different markets when debut timing is close, yet we wonder why such nonsensical planning occurred within the same corporate umbrella. We understand that ADOR was not involved in or cooperated with this process.
We request confirmation from HYBE / BELIFT LAB, which arbitrarily pursued similar planning, as to what their intentions were.
Furthermore, we believe it is an even bigger problem that the rookie team was marketed in a way that cunningly invites comparison with NewJeans. Did ADOR give permission for them to perform choreography with identical movements?
If this situation continues, it is evident that NewJeans’ reputation and brand value will be damaged.
As the public points out and debates the similarities between the two teams, unnecessary comparisons and various controversies continue to be generated, and in this process where NewJeans’ achievements may be damaged, the members are experiencing severe psychological harm. Not only the members but also their families feel intense fatigue from ILLIT being mentioned alongside NewJeans in almost every article and social media post related to NewJeans, and we even feel helpless at being unable to stop it. It is painful and hurtful to see NewJeans being used for unnecessary comparative analysis.
On a TikTok video that sparked copying controversy because ILLIT did not credit a foreign choreographer, the comment with countless likes was surprisingly “I thought this was NewJeans.” That video also has high view counts. Some people will see this video and mistakenly think NewJeans did something wrong.
However, there was also content in ILLIT’s content that could be cited as gossip. Certain mentions in ILLIT’s self-produced content made by BELIFT LAB seemed very inappropriate. As we feared, related gossip was generated, and content mocking NewJeans was found in an online community. It is most regrettable that all of this content was produced and edited by HYBE’s internal production team yet was not filtered out.
Does BELIFT LAB / HYBE have no intention of protecting NewJeans’ and each member’s brand value?
This is not mere unfounded worry because absurd situations have been frequent. We wonder why Chairman Bang Si-hyuk ignored the members and wouldn’t acknowledge their greetings every time NewJeans members encountered him at the company.
At first, we doubted what the kids told us, thinking “He probably just didn’t recognize them,” and verified multiple times. However, this happened on numerous occasions, on different dates and in different places, including times when they encountered each other one-on-one, making it impossible for him not to recognize them as NewJeans members.
Even if he didn’t know they were NewJeans members, isn’t it basic courtesy to return a greeting when someone greets you first? Is it that difficult to exchange greetings within the company? After hearing about numerous instances—not just one or two—where members stood frozen in the elevator feeling embarrassed after being ignored, or sensed they were being deliberately unseen, or felt they were being intentionally avoided, we as parents were shocked by this childish and unbelievable situation and were at a loss for what to say to our children. These members are only middle school and high school age.
This is not the only incomprehensible treatment. In the past, NewJeans members heard the proposal and promise that they would be HYBE’s first girl group and signed trainee contracts with Source Music, but during the period when the project was delayed, they had to wait indefinitely without receiving any explanation from Source Music. Meanwhile, news came of contracts with ***, ***. In the end, contrary to the promise made to us at the time of contracting, another team debuted as the first team.
HYBE’s broken promise about the first girl group and the indefinite waiting / neglect of the NewJeans members during their trainee days at Source Music is an unforgettable nightmare.
One member even considered giving up on debuting because of the difficult process at Source Music.
We believe the plagiarism issues currently shaking various fan communities and social media are just part of the consequences caused by HYBE’s unfair treatment and lack of transparent communication.
We object to HYBE using NewJeans as a strategy to intentionally attract attention only when HYBE needs it, just because they are labels under the same HYBE umbrella. We express regret and demand correction for the fact that HYBE / BELIFT LAB has arbitrarily pursued this without request or consultation, even though ADOR was not involved in or agreed to these promotional methods in advance.
Considering what we have experienced from the past to the present, as well as matters not included in this letter, as NewJeans’ legal guardians, we feel it will be difficult to restore our broken trust in HYBE.
Because evidence that HYBE does not respect NewJeans has become clear through various incidents, we are worried about how HYBE will use NewJeans and what else of NewJeans’ they will imitate in the future.
With this in mind, with heavy hearts, we officially request CEO Min Hee-jin of ADOR, which is responsible for NewJeans’ management contract, to prevent HYBE / BELIFT LAB’s infringing activities against NewJeans and protect their brand value.
According to the exclusive contract signed on April 21, 2022, ADOR shall faithfully provide management services so that NewJeans’ talents and qualities can be maximized, and promote mutual benefit by doing its best to maximize their interests. We strongly demand that you take the best measures to eradicate the ongoing plagiarism controversy caused by HYBE and the marketing activities exploiting it.
Furthermore, we ask that you enlighten HYBE to protect the value NewJeans possesses and allow their potential to be realized, not through unethical methods of stealing other creators’ works and using them for promotion, but by having different labels create diverse works based on their own new ideas and innovate the music industry.
We read articles stating that at the debut showcase, ILLIT members said “Producer Bang Si-hyuk carefully monitors our practice videos and gives feedback,” and that Chairman Bang Si-hyuk served as executive producer. If none other than the Chairman himself produced them, it would be right to employ differentiation strategies considering existing teams within the company, and even if overlapping content was unintentionally discovered, it should have been corrected immediately as a matter of principle. Yet reading the interview articles gives the impression that he condoned, acquiesced, or even led this, and we cannot help but question HYBE’s ethical standards.
In a situation where imitation has become frequent to the point that the keyword ‘male NewJeans’ has emerged as K-pop trends changed due to NewJeans’ hit, rather than thinking about protecting their uniqueness, we convey strong condemnation for joining this trend in the most severe form.
As a leader in the K-pop industry, HYBE should provide a sensible and healthy environment for artists under its labels.
Please convey our strong protest to HYBE regarding the above matters, as we wish to receive a response and corrective measures.
March 31, 2024
NewJeans Legal Guardians
In relation to the above, ADOR clearly states that we have never received any cooperation requests from HYBE / BELIFT LAB regarding ILLIT content, nor have we consulted, compromised, confirmed, or accepted any of the matters raised.
And ADOR, as a copyright holder and producer, shares the same deep displeasure regarding the brand infringement issues. We urgently need answers from HYBE and the relevant label, along with corresponding measures, regarding the plagiarism and direct use of choreography, the imitation of concepts, and the arbitrary use and exploitation of the artist’s name and issues without the subsidiary’s permission, consultation, request, or consent, and we request a prompt response.
Under the guise of benchmarking, after gaining attention through similarities, they will gradually emphasize differences and cleverly steer the atmosphere and narrative, and once they gain popularity in the future, they will respond with denial—this widespread behavior is a representative unhealthy practice based on imitation, even among the malicious practices of this industry.
Ironically, the public now knows that the more plagiarism is intended, the more they don’t copy 100% of everything identically.
When too many coincidences accumulate and repeat, they cease to be coincidences and become inevitability. Because there is truth that the overall context and circumstances speak to, we clearly state that this is not a matter that can be evaded by pointing to one or two differences out of ten and making excuses.
A critic, while reviewing ILLIT’s album, used expressions like “Min Hee-jin style” and “Min Hee-jin-like,” showing that no one can deny that NewJeans comes to mind during ILLIT’s debut promotion. And everyone knows that ILLIT went viral proportionally to the unnecessary mentions of NewJeans being dragged into it.
It is problematic that they expanded mention volume using NewJeans, which has nothing to do with ILLIT, without considering the damage to NewJeans or ADOR, but we are wary and concerned that as time passes, discernment about plagiarism may become diluted, and around the time the public grows tired of excessive viral marketing, they will create slight variations and form another wave of public opinion with “See? They’re different.”
The intent to cunningly exploit and then deny may be even more problematic ethically.
This is because such behavior breaks the will of creators trying to attempt new things, rationalizes imitation, leads to only safe choices, and makes the industry stagnant.
In plain terms, if ‘you can just copy successful teams and works,’ who would bother to struggle and take risks to try new things?
Chairman Bang Si-hyuk has said, “I cannot overlook the irrationalities and absurdities of the music industry,” and “I feel that anger has become my calling.”
If HYBE is going to claim that it is truly angry about the irrationalities and absurdities of the music industry and is interested in music industry workers receiving fair evaluations and proper treatment, it should reflect on whether it is currently doing so itself.
That is why this ILLIT plagiarism controversy and so-called aggro marketing issue should rightfully be considered homework that needs to be changed for a healthy creative environment.
Not only is there no respect shown for other creators’ works, but even industry insiders are sending numerous questions and inquiries in bewilderment. We take similar cases occurring at other companies seriously, so what is this behavior from a parent company?
This can only be explained as the parent company’s tyranny over its subsidiary.
To whom were the cries about industry absurdity and anger directed?
My understanding of the original purpose of the multi-label system was to create more possibilities by respecting diverse creative activities and pioneering new paths, not an agreement that the parent company can freely take things from subsidiaries whenever it wants.
Such behavior not only violates corporate ethics but also causes the industry to stagnate and hinders diversity, so ultimately there is nothing to be gained for HYBE.
HYBE’s RW document suggests the following:
“Provide feedback on opinions or ideas that would benefit the company, even if there is opposition or the situation is uncomfortable. Present opposing views through public discussions or documents. (Explain/persuade opposing views and utilize data and supporting materials when necessary.)”
We attach the materials ADOR has compiled.
We note that because the circumstances of this matter are clear and there is no need to determine right or wrong, we have focused on public reactions.
We request a prompt response.
April 3, 2024
Min Hee-jin, CEO of ADOR Corporation
Meanwhile, regarding this email sent by ADOR, a high-ranking HYBE official rebutted, “First, we must verify whether that email was actually written by the NewJeans parents,” adding, “We have relevant evidence.” He continued, “We sent a reply to ADOR on April 16 stating that the raised plagiarism issue is factually incorrect. Around the time we were about to send it, a second email arrived from ADOR containing several clauses, such as ‘pushing out’ (album sales inflation). We sent the answer to the first email that day, and regarding the second email, we sent a reply around 10:00 AM on the 22nd. It was confirmed that CEO Min Hee-jin read that reply a little past 12:00 PM.
This official claimed, “ILLIT debuted on March 25. Before that, there were some netizen reactions raising plagiarism suspicions due to pre-released teasers, etc., but after the debut, because the song was so good and the reaction was enthusiastic, such claims disappeared,” adding, “So they urgently sent the email on April 3.” He also emphasized, “NewJeans’ ‘Bubble Gum’ release was on April 27. Sending the first email on April 3 and the second on April 16 is believed to be under the judgment that HYBE would have no choice but to accept CEO Min Hee-jin’s claims ahead of the NewJeans comeback. It is all too clear who is using NewJeans.”
Regarding the issue raised by the parents that they received mistreatment, such as Chairman Bang Si-hyuk not accepting NewJeans members’ greetings, this official said, “I don’t think there is a need to respond to every single one of (ADOR’s) nonsensical claims,” and stated, “We will disclose the reply email to (ADOR’s) first email, etc., as official data.”