Fans of K-pop girl groups Le Sserafim and ILLIT organized truck demonstrations outside HYBE Corporation's headquarters in Seoul on Thursday, expressing strong opposition to NewJeans' potential return to its original label ADOR. The protest featured LED trucks displaying messages directed at the entertainment company, highlighting growing tensions within the HYBE family of artists.
Chinese fan communities of both Le Sserafim and ILLIT coordinated the truck protest in Seoul's Yongsan District, where HYBE's main building is located. The LED screens on the trucks displayed pointed messages including "We will not share any authority, including access to company facilities, with those who have maliciously targeted Le Sserafim" and "Feeling depressed just by walking near HYBE? The ones truly suffering are Le Sserafim and their fans." These messages reflected the fans' frustration with the ongoing controversy surrounding the three girl groups.
The three groups at the center of this dispute all operate under different subsidiaries within the HYBE corporate structure. NewJeans is managed by ADOR, Le Sserafim operates under Source Music, and ILLIT is handled by Belift Lab. This organizational structure has become a source of conflict as tensions between the groups and their management companies have escalated throughout the year.
The current controversy stems from a major management dispute that erupted earlier this year between former ADOR CEO Min Hee-jin and HYBE Corporation. During this heated conflict, NewJeans formally notified HYBE of its intention to terminate its exclusive contract with ADOR, while also making statements that involved Le Sserafim and ILLIT, which significantly increased friction between the fandoms of all three groups.
Min Hee-jin made several controversial allegations during the dispute, claiming that ILLIT had deliberately copied NewJeans' concept and creative direction. She also accused HYBE of ignoring her protests about this alleged copying. Additionally, Min stated that NewJeans' debut had been intentionally delayed because the company chose to prioritize Le Sserafim's launch and promotional activities over her group's schedule.
The legal battles intensified as Source Music and Belift Lab filed damage suits against Min Hee-jin, arguing that her public comments had significantly harmed their respective artists' reputations and commercial prospects. In response, Min filed her own charges against Belift Lab CEO Kim Tae-ho and other executives, alleging defamation under South Korea's Information and Communications Network Act.
The online environment became increasingly toxic as malicious comments targeting Le Sserafim and ILLIT members surged across various social media platforms and online communities. This wave of negative commentary further intensified the already strained relationships between the different fandoms, creating a hostile atmosphere for all the artists involved.
Following NewJeans' unsuccessful lawsuit seeking confirmation of the validity of its exclusive contract with ADOR, the group officially notified the label on November 12 of its intention to return. This development prompted fans and management agencies of both Le Sserafim and ILLIT to demand stronger protective measures for their artists from HYBE Corporation.
Both Belift Lab and Source Music have issued official statements addressing the dramatic increase in malicious online comments targeting their artists. On November 14, Belift Lab expressed particular concern that some ILLIT members are minors who continue to face anonymous attacks on various online communities. The agency announced it has strengthened its monitoring systems and will take more aggressive legal action against defamatory posts.
Source Music similarly acknowledged that malicious posts targeting Le Sserafim have increased sharply in recent weeks and announced comprehensive plans for legal action against those responsible. The agencies' coordinated response indicates the severity of the situation and their commitment to protecting their artists from online harassment and defamation.
