NewJeans was erased from the Kpop map, the same fate as Fifty Fifty?

According to Allkpop, Kpop fans are concerned that NewJeans - a girl group that has consistently topped the brand reputation rankings, has experienced a sharp decline in rankings.

Member Minji, who rose to the Top 1 spot on the Kpop female idol chart late last year, has now fallen out of the Top 100 along with the remaining members of the group NewJeans (Hanni, Haerin, Danielle, Hyein).

Meanwhile, the group is still active in the fashion and advertising industry. NewJeans models and is an ambassador for dozens of brands such as Calvin Klein, Shinhan Investment Corp., Lotte Wellfood, Musinsa, Hyundai Duty Free Store, iPhone, Nike, Coca-Cola, McDonalds...

This September, the group was also named the top girl group at the 2024 Brand of the Year Awards, organized by the Korea Consumer Forum.

This sharp decline has sparked speculation. Many believe that NewJeans' ranking is influenced by the ongoing conflict between former CEO Min Hee Jin of ADOR Company (which manages NewJeans) and HYBE Group, which erupted in April.

A NewJeans fan decided to dig deeper by contacting a representative from the Korea Brand Reputation Research Institute directly, to ask about why NewJeans was eliminated from the Top 100.

During the chat, a representative from the institute told NewJeans fans: "Think about the Fifty Fifty case. Internally we consider it the Fifty Fifty case, which is why they were removed from the rankings."

Fans wondered, "What does Fifty Fifty have to do with this? Are you saying you guys make internal decisions regardless of what criteria are used to judge brand reputation?"

The other representative replied: "Yes, legally, we consider it the same as Fifty Fifty." But NewJeans fans argued: "NewJeans has never sued HYBE or taken any legal action like Fifty Fifty. How can it be the same? This is absurd."

The post about NewJeans fans' call to the Brand Reputation Research Institute has attracted 53,000 reads and over 400 comments on online community theqoo.

Many netizens question the reliability of the Kpop idol and group reputation rankings.

Previously, NewJeans had a livestream directly criticizing HYBE Group. Since then, the future of the "BTS sister" group immediately fell into a deadlock when the 'big guy' announced that it would not be lenient with the actions of the five girls.

HYBE Group held an extraordinary shareholders' meeting and appointed Lee Jae Sang as internal director.

Right after the meeting, director Lee shared with The Bell about the noise surrounding the livestream of his "homegrown artist":

“It will take time, but we are responding calmly and principledly. HYBE is a company that upholds principles, a company that pursues proper management, and this will not change.

"The one who keeps the principles is the ultimate winner," director Lee told The Bell reporter.

According to The Bell, Lee Jae Sang's share indirectly rejected NewJeans' request.

This means former director Min Hee Jin will not be reinstated as requested by the group before September 25.

Xports News quoted legal experts as saying that the move gives HYBE two weeks to resolve the issue of proving that NewJeans members intend to file a petition to terminate their exclusive contract.

Therefore, the corporation's outright refusal could lead to a legal battle in the near future and the underdog would be NewJeans.

Koreaboo analyzed that although NewJeans members can leave HYBE through a lawsuit, they may have to compensate the "big guy" at least 300 billion won or a huge amount of up to 600 billion won.

Having debuted for less than 2 years, if NewJeans really sues, the five girls will have to shoulder the biggest debt in K-pop history. This could be the end of the female idols' careers.

NewJeans dùng thủ đoạn thắng aespa, bị tố đạo nhái đàn anh BTS? Thảo Mai07:43:59 18/05/2024Trong phiên điều trần tranh chấp pháp lý giữa tập đoàn HYBE Labels và CEO Min Hee Jin của công ty con ADOR, mẹ đẻ NewJeans đã hé lộ chuyện em gái BTS được yêu cầu dùng thủ thuật để thắng aespa.