The Controversy Surrounding HYBE Corporation and NewJeans
The K-pop landscape is currently witnessing a heated dispute involving HYBE Corporation and its subsidiary label, ADOR, which represents the notable girl group NewJeans (NJZ). Recently, allegations emerged suggesting that HYBE might be utilizing paid online trolls or bots to sway public perception negatively against NewJeans.
This controversy intensified following a series of interviews featuring NewJeans members released by the BBC on March 26, 2025. Fans quickly took to platforms like X and Reddit to voice their unease over the hostile comments flooding the comment sections of these interview videos.
In a striking observation, fans noticed an overwhelming surge of comments following the BBC News Korea interview, with reports indicating “12K comments”appeared within just six hours of posting, primarily filled with negativity directed at the group. This rapid influx has raised suspicions about the authenticity of such comments, suggesting a potentially orchestrated campaign rather than genuine public sentiment.
Many fans perceived this spike in negative commentary as indicative of automated accounts or a coordinated effort aimed at elevating derogatory remarks to skew public opinion. Concerns were further heightened by observations surrounding the management of these comments by the BBC, with speculation that the deletion of abusive comments might point to violations of community guidelines.
“Hybe is sending paid trolls to BBC YouTube video. Every time you refresh, there’s a flood of new hate comments, they’re trying to make westerners believe the girls are being boycotted in Korea.”
These fan suspicions are not without context, as they emerge from an ongoing power struggle between HYBE’s subsidiary ADOR and NewJeans amidst their legal battles. Fans called for unity and encouraged their fellow supporters, known as Bunnies, to spread positivity instead of engaging with negative commentary.
“Just to add on this, there are also lots of trolls in their TIME interview on YT. BNZ, please like the video and leave more positive comments on there.”
Further complicating the narrative, discussions initiated by fans included mentions of political issues linked to the K-pop group’s reception, hinting at deeper societal tensions possibly influencing public reaction against NewJeans.
HYBE’s Allegations and the Legal Conflict with ADOR
Concerns expressed by NewJeans’ fans, who branded themselves “Bunnies,”stemmed from past instances where they accused HYBE’s PR team of employing negative media tactics to undermine NewJeans’ success. Reports included alleged recordings where a HYBE PR officer downplayed the group’s achievements in Japan.
Additionally, fans expressed outrage over claims that HYBE was conducting private investigations to uncover the identities of NewJeans supporters, further raising the stakes in the ongoing legal battle. This litigation became public knowledge in April 2024 when HYBE announced an audit over concerns that former CEO Min Hee-jin was attempting a hostile takeover of ADOR.
Digital evidence, including purported KakaoTalk messages, was presented by HYBE to support these allegations, suggesting that Min was working to exert pressure on the parent company to divest its stake in ADOR.
Min Hee-jin vehemently denied these allegations, accusing HYBE of sabotaging her efforts, prioritizing profits over artistry, and allowing other groups, specifically ILLIT, to replicate NewJeans’ unique concept.
The heart of the dispute lies in Min’s attempts to gain independence from HYBE, which holds an 80% stake in ADOR. The circumstances took on an even more dramatic turn when NewJeans declared the termination of their contract with ADOR in November 2024, citing breaches of trust and contractual violations, a claim ADOR contested.
The ensuing legal battle saw multiple court filings as both parties sought resolutions. In February 2025, NewJeans announced their rebranding as NJZ without ADOR’s approval. However, on March 7, 2025, the Seoul Central District Court instructed NJZ to amend and resubmit their termination claims, deeming their initial arguments for contract cancellation inadequate.
Within weeks, the same court granted an injunction to ADOR, restricting NJZ from pursuing independent commercial activities, including music releases— a significant win for HYBE and ADOR that reaffirmed their contractual authority over NewJeans.
Despite these legal hurdles, NewJeans persistently filed objections to the court’s decisions against their independent operations. They recently performed under their new name, NJZ, at ComplexCon in Hong Kong on March 23, signaling their ongoing fight for autonomy while also announcing a hiatus.