Starting from the end of April 2024, the power struggle between HYBE Corporation and the “creator” of NewJeans has yet to cool down. The ongoing conflict has seen more and more intense developments. According to the latest update, Min Hee Jin has been “removed” by HYBE from her position as CEO of ADOR and replaced with a new leader. This significant personnel change right before NewJeans’ World Tour has left the public in disarray.
In July 2024, NewJeans made an unexpected debut without prior notice. This girl group was the “brainchild” of former SM creative director Min Hee Jin, marking her collaboration with Korea’s number one entertainment company. At that time, NewJeans, with their modern energy and unique concept, stormed through K-pop like a whirlwind.
In just two years, NewJeans had their name among the most successful groups in the international market, charting on the Billboard Hot 100, consistently achieving Perfect All-Kills, and winning numerous prestigious Daesang awards.
No one could have imagined that NewJeans would ever reach a breaking point – like now. Min Hee Jin’s departure almost leaves the group’s future uncertain, with no clear way forward. Three NewJeans members expressed confusion and fear as Min Hee Jin is no longer in charge.
Recently, HYBE has continuously made moves that negatively impact NewJeans. Korean media even referred to this as a “trace erasure,” with HYBE putting NewJeans in a position where they risk being wiped out.
On September 2, the new CEO of ADOR hid all the videos on the Ban Hee Soo YouTube channel, where content related to NewJeans’ “concept world” had been posted. Director Shin Woo Seok, who was behind NewJeans’ famous MVs, was banned from using behind-the-scenes videos. Following this, the director announced that he would no longer collaborate with HYBE and expressed deep regret over halting the projects he had been working on with NewJeans.
NewJeans fans are extremely worried about this situation, claiming that the group is being isolated. Looking back, Chairman Bang Si Hyuk has been accused multiple times of discriminating against NewJeans. HYBE had even planned to suspend NewJeans’ activities for 1 year and 6 months – a move that would freeze the momentum of a group at the height of its success.
Fans have pointed out numerous details proving that HYBE is pushing NewJeans into a corner. With the current situation, the five girls are left unprotected, and HYBE is destroying the very “creation” they invested in. The question of what lies ahead for NewJeans remains unanswered.
Additionally, NewJeans declared their support for Min Hee Jin publicly, even sending a letter of demands to ADOR and threatening to terminate their exclusive contract.
NewJeans’ Hanni also appeared at the National Assembly to call out the alleged mistreatment she experienced as ADOR’s management was changed. However, it was later decided that NewJeans was not victims of workplace bullying due to certain factors.
Most recently, Min Hee Jin announced her resignation from HYBE and ADOR, at the same time unfollowing NewJeans, sparking speculations.
While some believe that HYBE didn’t win just yet, NewJeans’ future may appear to be bleak if the controversy continues.
Fans express concerns, worrying that NewJeans may end up in the same situation with former FIFTY FIFTY members.
At the same time, there have been constant discussions on NewJeans’ later move. Many believe that the girl group will be unable to keep their name, as NewJeans is likely trademarked by HYBE. They also suggest possible names that the girl group can use, like NewJeanz or New Newjeans.
Still, the NewJeans members themselves remain positive, shown via their speech at the Korea Grand Music Awards (KGMA) held on November 16, 2024.
In particular, the girl group thanked the staff, Min Hee Jin, and fans who cheer for them and support them.They also insisted that despite the ongoing challenges, “NewJeans Never Dies”.
Such a statement even drove fellow K-pop artists, including (G)I-DLE’s Soyeon, to tears.