Reports on the Forced Coined Term ‘NewJeans-like (뉴진스럽다)’

Following the collaboration between the game “PUBG: BATTLEGROUNDS” and the group “NewJeans” spiraling into controversies over drop rates and sexual harassment, the situation has now even spawned the neologism “NewJeans-like.” The expression is a sarcastic reference to situations where consumers suffer due to a poorly managed contract between a game publisher and an artist’s agency.

On the 23rd, posts using the expression “NewJeans-like” could be found across several domestic online communities. “NewJeans-like” is reported to describe a situation or state in which consumers are harmed due to carelessness between contracting parties, despite having paid a fair price.

Previously, on the 12th, Krafton released collaboration content that allowed players to customize their PUBG: BATTLEGROUNDS characters as NewJeans members. However, shortly after launch, incorrect drop rate disclosures drew backlash from users.

Then a sexual harassment controversy erupted as well. Some players dressed the NewJeans members’ in-game characters in bikinis and short hot pants, took screenshots, and shared them on online communities. What made the controversy particularly serious was that two of the NewJeans members are minors. NewJeans member Haerin is 18 years old, and the youngest member Hyein is 16.

On the 20th, Krafton apologized, stating, “We proceeded with this collaboration based on prior agreements that the in-game costumes would not exceed the level of stage outfits in accordance with the game’s age rating (15+), but we acknowledge our shortcoming in not sufficiently anticipating the possibility that some users might use the content inappropriately in ways that undermine the purpose of the collaboration.” They added, “We will be taking appropriate measures regarding wearable items that do not align with the collaboration’s purpose in the near future.”

In response, users complained that customization features for the NewJeans items they had purchased were being restricted without prior notice, and demanded refunds. It was during this process that the expression “NewJeans-like” emerged.