Belift Lab Claims ILLIT Has Lost Multiple Brand Deals Because Of Min Hee Jin
The ongoing legal battle between Belift Lab and former ADOR CEO Min Hee Jin continues to draw attention as both sides present their arguments. During the first hearing for Belift Lab’s lawsuit at the Seoul Western District Court on January 10, the company claimed that Min’s actions caused significant financial damage to ILLIT.
Belift Lab is seeking ₩2 billion in damages, alleging that Min Hee Jin’s activities resulted in a decline in ILLIT’s social media followers and album sales. The company even revealed that brands like KT and Pocari Sweat had canceled their deals with ILLIT as a result. Belift Lab argued that these events severely impacted the group’s growth and revenue.
Both ad collaborations were extremely successful in the past, with ILLIT member Wonhee‘s Pocari Sweat ad getting over 14 million views on YouTube.
However, the court noted that Belift Lab’s evidence to support its claims of financial losses was not yet concrete. The judge advised the company to submit more detailed documentation to demonstrate the alleged harm in future proceedings.
The plaintiff has argued that the defendant caused a reduction in ILLIT’s official social media followers, a decline in album sales, and the cancellation of advertising contracts with companies like KT and Pocari Sweat.
However, since the conclusion remains uncertain, detailed evidence of passive damages and compensation must be submitted at the next trial.
— Seoul Western District Court
The news of the claimed damages from Belift Lab has shocked and upset fans online, who shared their thoughts on social media platforms like X (formerly known as Twitter).
Due to belift actions over the past 6 months, Pocari Sweat terminated their contract with Wonhee
And ILLIT were dropped by a KT as ambassadors
Large brands in Korea no longer want to work with ILLIT due to their association with Belift pic.twitter.com/XJtGdbMr9h
— Lia ✮ (@Liashyz) January 10, 2025
This is so upsetting,wonhee's advert was one of the most watched ad campaigns last yr and pocari sweat had to drop her? Belift lab has every right for mhj to pay for defamation of character, Illit better days are coming. pic.twitter.com/fU8xQTHlYW
— seli (@enlilliez) January 10, 2025
On the other hand, fans of NewJeans have defended Min Hee Jin from Belift Lab’s accusations.
BELIFT: ILLIT comeback flopped and they lost advertisement deals so we demand 2B KRW from MHJ
this label is such a joke 😭
— ☘︎ (@jeanzbts) January 10, 2025
i can’t celebrate illit underperforming and losing their brand deals bc they’re innocent girls but i also can’t imagine how crushed we’d all be if belift got away w everything and saw immense success after sabotaging newjeans. thankfully the public saw right through it
— hybe misandrist (@coolwithhyou) January 11, 2025
You can check out an overview of the first trial below.
Belift Lab And Min Hee Jin Participate In First Trial — Here Is An Overview
