NewJeans abandoned in the middle of the storm, 3rd birthday turned into a nightmare, about to be wiped out?

NewJeans celebrates their 3rd debut anniversary amidst turmoil, with their career almost completely stalled. Fans are heartbroken as the group faces the risk of being kicked out of K-pop if they don't reconcile with ADOR . The group's future is uncertain, facing the risk of disbanding.

On July 22, NewJeans’ third anniversary was marred by a crisis over the dispute between Min Hee Jin and HYBE. This event was not just a personal conflict but a symbol of the battle between creativity and control, especially between female creators and the male leadership in Kpop. Scholar Go Yoon Hwa commented that this was a “model” for the structural struggle, reflecting the fierce confrontation between the corporate-controlled content production system and independent creators.

While the public easily attributes the incident to a “duel” between Bang Si Hyuk and Min Hee Jin, scholar Go Yoon Hwa argues that the larger issue lies in who actually holds the power to shape culture and creativity in the Korean entertainment industry – a sector increasingly dominated by giant conglomerate thinking.

Since 2020, HYBE has restructured into a multi-label conglomerate, merging a series of famous subsidiaries such as BigHit Music , Source Music, Pledis and ADOR. According to Go, this strategy, although creating an "illusion of diversity", has the potential to erode creative autonomy through a centralized control mechanism. In contrast, Min Hee Jin - who was once praised as the "aesthetic brain" behind many of SM Entertainment 's "unprecedented" successful campaigns - resolutely pursues an independent creative model. NewJeans, ADOR's signature product, not only breaks all traditional Kpop stereotypes but also conquers the public with its authenticity, experimental spirit and unique mark.

Go Yoon Hwa used Erving Goffman's theory of "foreground and background acting" to explain how Min Hee Jin "smartly" uses the media to actively navigate her personal image and ADOR. She also applied the concept of "exploitation and exploration" in corporate governance, in which HYBE is leaning towards "maximum" exploitation of short-term profits, while ADOR chooses to explore new, breakthrough possibilities. "No organization can survive if it only exploits without exploring. Imbalance will lead to stagnation or chaos," Go Yoon Hwa emphasized, showing the "fracture" in the strategic vision of both sides.

Scholar Go Yoon Hwa particularly highlighted the gender dimension of the Min Hee Jin and HYBE case. K-pop is traditionally male-dominated, so the presence of an influential female producer like Min Hee Jin is a rare exception. Her "fierce" use of the media to expose internal conflicts shows the unique challenges that creative women face in a male-dominated system. This is not just a power struggle, but also the voice of a woman who dares to defend her vision and creativity in an environment full of prejudice and control.

Go Yoon Hwa rejects the term “hostile takeover,” arguing that this view is superficial. She raises the core question: Who has the right to define content? Who is recognized as the true creative center in the industry? This is the key question that this dispute poses for K-pop as a whole.

Although NewJeans is still active and receiving enthusiastic love from fans, the group has had to temporarily suspend many important schedules due to the unending conflict between ADOR and parent company HYBE. On the occasion of the third anniversary of their debut, ADOR quietly posted a short animated video - a gentle but meaningful action, expressing "helplessness" and "sadness" when the group's future is still a big mystery, drowning in a sea of legal disputes.

Go Yoon Hwa concluded: "The Min Hee Jin and HYBE incident is not only symbolic, but also a test of the ability to reconcile corporate interests and creative space. Its outcome will shape the thinking about power, gender, and art in the K-pop industry for the next decade." This battle not only affects the future of NewJeans or Min Hee Jin, but is also a wake-up call, forcing the entire K-pop industry to look back at itself, reshaping the way they manage and develop creative talent in a world that increasingly demands innovation and autonomy.

NewJeans is reeling from Hyein's absence from new comeback, fans are outraged Diệu Anh15:21:26 08/05/2024Amid Min Hee Jin and HYBE's intense denunciation, ADOR's agency announced that Hyein would not be promoting her comeback. At the same time, it called on the company to respect and keep New Jeans away from the battle for power between the parties.