BELIFT LAB Accused Of “Shading” NJZ (NewJeans) In New ILLIT Content Amid Ongoing Battle With HYBE
This article is part of our coverage of HYBE vs. ADOR CEO Min Hee Jin. You can read more and view the entire timeline here.
BELIFT LAB has been accused of using ILLIT‘s new content to “shade” NJZ (NewJeans).
The content involved a tiger, and they had to complete tasks while avoiding the tiger to collect hints and “escape.”
At one point, Minju was caught while hiding, and she wandered out to find the tiger.
As she went into the corridor, she spotted Mr. Tiger.
As they had a stare-off, the caption read, “They say you always meet your enemy in the company hallways.”
When the clip was shared, netizens thought it alluded to the battle NJZ are having with HYBE, where there were allegations of the members being ignored in the corridor, and it was alleged to have been ILLIT.
BELIFT then responded to the claims.
Fans of NJZ shared their anger towards BELIFT for “shading” the group by seemingly relating the content to the recent controversies.
If only Belift used this creativity for their artists, instead of shading NJZ, maybe just maybe, their group would've succeeded.
They are so good at this (Sexualized NJZ on their announcement video, creative director posting middle finger) and now this…
So fucking low yikes. pic.twitter.com/30uHo1Stek
— supernatural 🏎️🏁 (@diorkitty_0515) April 8, 2025
And yet these illiterate fandoms still think NJZ are the problems, you might deny that this isn't a shade towards NJZ and Hanni pic.twitter.com/80QGXDhXJO
— hyein (@allabouthyein) April 8, 2025
alright so they know it was shade… but if we were to also point it out, then we’re a malicious fandom 😞
this is the stuff that’s being said in public. i can’t imagine how much njz suffered in the company. hybe was essentially soft launching a blacklist pic.twitter.com/NPfPQeyQ1c
— 🏁 (@ot5tokki) April 7, 2025
BeLift is mocking njz in their videos + BELIFTS VP is now has a senior position at ADOR. the girls are not safe in that company pic.twitter.com/tiEO2RB584
— 𝖿𝖺𝗒𝖾 🏎️🏁 (@hypeg1rls) April 8, 2025
When hybe’s subsidiaries repeatedly humiliates njz members, and you’re telling me hybe and its subsidiaries are separate companies and even want them go back to that hell? pic.twitter.com/DgxzXPswWT
— Cake🍀 (@CakeDegg) April 8, 2025
