NewJeans and HYBE Face Growing Rift Amid Allegations and Ultimatums

Can the group NewJeans and HYBE continue their partnership?

NewJeans issued an ultimatum to HYBE, demanding, "Please reinstate former ADOR CEO Min Hee-jin by the 25th." However, on the 25th, which was set as the D-day, accusations emerged that HYBE had downplayed NewJeans' performance in Japan.

Jang Hyung-woo, a reporter for the Seoul Shinmun who appeared on CBS Kim Hyun-jung's 'News Show', claimed that after writing an article about NewJeans' Tokyo Dome fan meeting, HYBE’s head of PR requested a revision. The PR team allegedly argued that the group members had been "gaslighted" by former CEO Min Hee-jin. Jang also alleged that HYBE tried to engage in “entertainment golf” with the head of Seoul Shinmun to influence coverage.

In response, HYBE issued an unprecedentedly swift clarification.

HYBE stated, "The reporter mentioned that 1.02 million albums were sold in Japan alone following NewJeans’ performance, but as of that time, about 50,000 copies had been sold in Japan, with over 900,000 sold in Korea. We requested a correction to avoid spreading misinformation. As a corporate PR team, there is absolutely no reason to disparage NewJeans' performance."

HYBE emphasized that they actively supported media coverage, setting up PR booths to promote NewJeans' Tokyo Dome fan meeting, contributing to its success.

Regarding the allegation that "Min Hee-jin gaslighted NewJeans," HYBE explained, "The reporter asked, 'How could Min Hee-jin take over management when she owns less than 20% of the company?' The entertainment industry response clarified that if producers and artists are tightly bound, it could be attempted regardless of ownership stakes." The company also addressed the golf scheduling claim, explaining that the plans were canceled due to the sensitivity of the situation at the time.

HYBE further criticized Jang, stating, "The reporter recorded a business call with a PR officer and leaked it to the opposing party in this dispute. In July, we sent a letter of protest to the media, but despite this, the broadcast revealed the call’s content without consent. As a journalist responsible for ethical reporting, this is a serious breach, and we will take stern action."

Despite HYBE’s explanation, tensions between NewJeans, former Ador CEO Min Hee-jin, and HYBE have been escalating, causing growing anxiety among fans.

NewJeans has called for Min Hee-jin’s return and Ador’s restoration, asserting, "This is how we can maintain peace with HYBE." However, HYBE CEO Lee Jae-sang responded cautiously, adhering to company principles, and virtually rejected NewJeans' demands. HYBE reiterated that it is "a company committed to principles and quality management."

On the 23rd, NewJeans met with new Ador CEO Kim Joo-young alongside their parents, but reports suggest that both sides remain divided. NewJeans has not budged from its original stance, while CEO Kim stressed the importance of stabilizing the company internally.

The majority opinion in the industry is that a dramatic reconciliation between NewJeans and HYBE seems unlikely. With revelations of internal bullying at HYBE and controversies surrounding public relations continuing to surface, concerns are mounting that the relationship may reach an irreparable breaking point.