NewJeans Trapped in a KPop Feud

K-Pop Civil War: The Feud Tearing NewJeans Apart

A bitter civil war has erupted at the heart of the global K-pop phenomenon. The conflict pits a visionary producer against the industry’s most powerful corporation. Caught in the middle are NewJeans, one of the world's most successful girl groups. This explosive dispute threatens to derail a promising career and has sent shockwaves through South Korea’s multibillion-pound music industry. The battle for control over the group’s future exposes deep fissures within the K-pop machine. It raises fundamental questions about creative autonomy, corporate governance, and the very nature of artistic ownership. The fallout from this unprecedented public feud will undoubtedly reshape the landscape for artists and labels alike for years to come.

The Meteoric Rise of a Supergroup

NewJeans arrived on the music scene in July 2022. The group immediately captivated global audiences. Their debut broke from the loud, high-concept mould typical of modern K-pop. Instead, they offered a refreshingly minimalist, 1990s-R&B-inspired sound. This distinct identity, coupled with an effortless girl-next-door image, felt revolutionary. Hit singles like ‘Attention’ and ‘Hype Boy’ became instant anthems, dominating streaming charts and social media platforms. The five members, Minji, Hanni, Danielle, Haerin, and Hyein, quickly became fashion icons and industry darlings. Their swift ascent to the top of the charts cemented their status as leaders of K-pop’s fourth generation, but their success story was about to take a dramatic turn.

Min Hee-jin: The Creative Architect

The unique vision behind NewJeans belongs to Min Hee-jin. She is a celebrated art director and producer, often hailed as a creative genius within the industry. Min Hee-jin built her formidable reputation during a seventeen-year tenure at SM Entertainment, one of K-pop's legacy agencies. There, she masterminded the branding for iconic groups like Girls' Generation, Shinee, and Exo. In 2019, she made headlines by joining HYBE Corporation, the entertainment behemoth behind BTS. HYBE tasked her with launching her own independent sub-label, Ador. She was given full creative control, and NewJeans became her passion project, meticulously crafted from concept to execution. Her close, maternal bond with the group members was seen as central to their authentic appeal.

First Cracks in the Corporate Empire

Tensions between Ador and HYBE began to simmer behind the scenes. The conflict erupted into public view in March 2024. HYBE debuted a new girl group named ILLIT under another one of its sub-labels, Belift Lab. Min Hee-jin immediately accused them of imitation. She issued a blistering public statement claiming that ILLIT was a ‘NewJeans copycat’. Min Hee-jin alleged that the new group replicated NewJeans' signature musical style, choreography, and visual aesthetic. She argued this move by the parent company was a cynical attempt to dilute the unique brand she had painstakingly built. This bold accusation of plagiarism against a fellow HYBE artist was an unprecedented act of defiance, escalating internal friction into a full-blown crisis.

HYBE Launches a Counter-Offensive

HYBE responded to the plagiarism allegations with overwhelming force. The corporation swiftly launched a surprise audit of Ador's management. It accused Min Hee-jin of a far more serious offence: plotting a hostile takeover. HYBE claimed it had uncovered evidence of Min Hee-jin orchestrating a conspiracy to break Ador away from its parent company. The allegations were explosive. They included claims that she was secretly courting foreign investors to buy out HYBE’s 80 per cent stake in the sub-label. HYBE also accused her of leaking confidential corporate information and personally disparaging HYBE artists, including BTS, in private conversations. The company announced its intention to file a formal complaint with the police for breach of trust.

A Press Conference for the Ages

Facing career-threatening allegations, Min Hee-jin called an emergency press conference. The two-hour event, livestreamed globally, became an instant legend. Dressed casually in a green striped shirt and a baseball cap, she delivered a raw, emotional, and often profanity-laced defence. She vehemently denied the takeover allegations, dismissing the so-called evidence as out-of-context snippets from casual conversations. She painted herself as a victim of corporate sabotage, claiming HYBE was trying to undermine her and diminish NewJeans' success. Min Hee-jin accused HYBE of breaking promises and betraying her creative vision. Her passionate and unfiltered performance captivated the public, turning a corporate dispute into a compelling human drama that divided opinions across the nation.

The Legal Battlefield Opens

With both sides entrenched, the conflict moved from the boardroom to the courtroom. HYBE initiated proceedings to convene an emergency shareholder meeting with the express purpose of dismissing Min Hee-jin from her position as Ador’s chief executive. In response, her legal team immediately filed for an injunction with the Seoul Central District Court to block HYBE from exercising its voting rights. This pre-emptive legal manoeuvre was a critical gamble. It sought to prevent her removal while the breach-of-trust allegations were still under police investigation. The court's decision would become the first major turning point in the war, determining whether Min Hee-jin could hold onto her position and, by extension, her control over NewJeans' future.

The Parents Enter the Fray

The dispute took another personal turn when communications from the parents of the NewJeans members became public. An email sent to HYBE, reportedly drafted with Min Hee-jin's input, revealed the families' deep frustrations. The parents expressed serious concerns over the perceived similarities between NewJeans and the newer group, ILLIT. They worried it would damage the group’s image and accomplishments. The letter also contained a more personal grievance. It claimed that HYBE's chairman, Bang Si-hyuk, had repeatedly snubbed the NewJeans members, allegedly ignoring their greetings in the company’s headquarters. This perceived lack of respect from the very top of the corporation deeply upset the girls and their families, adding an emotional undercurrent to the unfolding corporate power struggle.

 Image Credit - by TenAsia, CC BY 3.0, via Wikimedia Commons

A Crucial Court Victory for Min Hee-jin

On 30 May 2024, the Seoul Central District Court delivered its verdict on the injunction. The court ruled in favour of Min Hee-jin. The judge determined that while her actions could be seen as a betrayal of HYBE, they did not legally constitute a breach of trust against her own company, Ador. The court stated that HYBE had not provided sufficient evidence to prove she had taken concrete steps to execute a takeover plan. This crucial legal victory prevented HYBE from ousting her as chief executive. The ruling was a stunning setback for the corporation and a moment of immense vindication for Min Hee-jin. It allowed her to remain at the helm of Ador, at least for the time being.

The Aftermath of the Injunction

 the court's decision, HYBE still held significant power as Ador's majority shareholder. The day after the ruling, the scheduled shareholder meeting went ahead. While the injunction protected Min Hee-jin’s job, it did not extend to her fellow board members. HYBE used its 80 per cent controlling stake to remove the two Ador directors who were her close allies. They were immediately replaced with three new executives chosen from within the HYBE corporate structure. This strategic move effectively isolated Min Hee-jin. She retained her title as chief executive, but she was now surrounded by a board loyal to the parent company. This created a highly unusual and tense governance structure, leaving her in a precarious position.

The Members' Unwavering Support

Throughout the public and legal turmoil, the five members of NewJeans made their allegiance clear. They firmly sided with Min Hee-jin. In a powerful show of support, each member submitted a petition to the court ahead of the injunction hearing, pleading for the judge to rule in her favour. Their statements expressed a deep personal and professional bond with their producer, describing her as essential to their continued success and wellbeing. They articulated a desire to continue working under her creative leadership. This unified front was a significant factor in the dispute, as it demonstrated that the artists themselves were not aligned with the parent corporation. Their loyalty complicated HYBE’s narrative and highlighted the human cost of the conflict.

An Unstable Working Relationship

The court's ruling and the subsequent board reshuffle have resulted in a fragile and deeply unconventional arrangement. Min Hee-jin remains the chief executive of Ador, legally empowered to make day-to-day decisions for the group. However, she must now operate with a board of directors appointed by, and loyal to, the very corporation she is in open conflict with. This creates a challenging environment for NewJeans’ future activities. Major strategic decisions, such as budget approvals and long-term planning, will require cooperation between two warring factions. The immediate future hinges on whether this fractured leadership can find a way to function for the sake of the group’s upcoming album releases and global tours.

A Fandom Divided by Conflict

The bitter feud has left the group's global fanbase, known affectionately as ‘Bunnies’, in a state of confusion and division. The unprecedented nature of the public dispute has forced fans to take sides. Many have rallied behind Min Hee-jin, viewing her as a creative champion fighting against a faceless corporation to protect her artists. They have organised protests and online campaigns in her support. Others have sided with HYBE, concerned that the conflict is damaging the group’s reputation and stability. This schism within the fandom has played out across social media, creating a toxic atmosphere of speculation and infighting. The unity that once defined the NewJeans community has been shattered by the corporate war.

The 'Slave Contract' Debate Reignited

This high-profile dispute has reignited a long-standing debate within K-pop about artist contracts and agency control. Historically, the industry has been plagued by disputes over lengthy, restrictive agreements, often dubbed ‘slave contracts’. While regulations have improved over the years, the NewJeans case highlights a new kind of power imbalance. It tests the limits of the multi-label system that HYBE itself pioneered. This model was intended to grant creative independence to sub-labels. However, this conflict demonstrates that when disagreements arise, the parent company can still wield immense power over its subsidiaries. It raises critical questions about whether true artistic freedom is possible within such a corporate framework.

Industry-Wide Shockwaves

The consequences of the Ador-HYBE feud have reverberated throughout the entire K-pop industry and the financial markets. The public nature of the fight caused HYBE’s stock price to plummet, wiping hundreds of millions of pounds off its market value in a matter of days. The dispute has prompted investors and analysts to scrutinise the stability of HYBE's multi-label strategy. Competing entertainment agencies are watching closely, as the outcome could set a new precedent for artist-producer relationships and corporate governance. The affair has exposed the volatile risks that lie beneath the polished surface of the global K-pop boom, forcing a sector-wide re-evaluation of its internal structures.

What Comes Next for NewJeans?

The most pressing question remains the future of the group itself. NewJeans is scheduled to make a comeback with a new double single and has a highly anticipated debut at the Tokyo Dome planned. For now, these activities appear to be proceeding. However, the long-term creative process is shrouded in uncertainty. How can Min Hee-jin effectively produce music and map out a vision for the group when her board is controlled by hostile executives? Rebuilding the shattered trust between Ador’s creative leadership and HYBE’s corporate management seems like an insurmountable challenge. The group’s ability to maintain its unique artistic identity under these strained conditions will be its greatest test yet.

A Battle for Creative Control

At its core, this is a landmark battle for creative control versus corporate ownership. Min Hee-jin represents the auteur producer, a visionary who built a world-beating act from scratch based on a singular artistic concept. HYBE represents the corporate behemoth, the owner of the intellectual property and the ultimate financial authority. This clash personifies a fundamental tension that exists across all creative industries. The dispute forces the K-pop world to confront a difficult question: Does the power lie with the creator who conceives the art, or with the company that funds and owns it? The resolution of this case could have a lasting impact on the rights and autonomy of producers and artists.

A Fragile Truce Offered

In a surprising turn of events following her injunction victory, Min Hee-jin extended an olive branch to HYBE. At a second press conference, her tone was markedly more conciliatory. She expressed her desire to find a compromise and work with the parent company. She stated that her priority was to execute the long-term plans for NewJeans and to ensure the group’s continued success without further disruption. This offer of a truce was a strategic pivot, shifting from open warfare to a plea for pragmatic cooperation. It remains to be seen whether HYBE will accept this offer or continue its efforts to remove her through other means.

An Uncertain Horizon

The saga of NewJeans and their warring guardians is far from over. The group is currently caught in a stalemate between a producer who has their loyalty and a corporation that owns their contracts. A police investigation into HYBE’s allegations against Min Hee-jin is still ongoing. The fundamental conflict over the group's direction and ownership remains unresolved. For the five young women at the centre of this storm, the path forward is fraught with uncertainty. Their future depends on the ability of the adults in the room to either forge a functional peace or part ways, a decision that will irrevocably shape the legacy of one of K-pop’s most beloved acts.