HYBE Sparks Controversy After Referencing NewJeans in ILLIT’s Album Description

The controversy surrounding HYBE, ILLIT, and NewJeans has reignited after fans noticed a surprising detail in the description of ILLIT’s latest album.

According to reports, HYBE referenced NewJeans in the official presentation of ILLIT’s new release — a move that quickly sparked backlash online. Many fans criticized the decision, arguing that it reinforces ongoing comparisons between the two groups rather than helping ILLIT establish its own identity.

This situation adds fuel to an already intense debate. The conflict dates back to 2024, when Min Hee-jin accused HYBE of ignoring what she described as strong similarities between the concepts, styling, and musical direction of the two groups. �

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At the time, HYBE and its subsidiary BELIFT LAB firmly denied the accusations, even taking legal action against claims of plagiarism. �

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Despite this, public opinion remains divided. Some fans believe the similarities are coincidental or part of broader K-pop trends, while others argue that the overlap is too significant to ignore. The recent album description has only intensified these discussions.

The controversy also comes at a strategic moment for HYBE. With multiple girl groups promoting simultaneously, critics accuse the company of “recycling” successful concepts instead of fostering distinct creative identities for each act.

For ILLIT, a rookie group still building its brand, the situation is particularly delicate. While the exposure brings attention, it also risks overshadowing their individuality — something essential in the highly competitive K-pop industry.

As tensions between HYBE, fans, and industry figures continue, one question remains:

Is this simply a marketing misstep, or a deeper issue about originality and creative direction in K-pop?