NewJeans Hyein's Alleged Dig At ILLIT Gets Cleared Up

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.

Korean media has cleared up the controversial photo posted by NewJeans‘ Hyein, which fans first thought was aimed at ILLIT and the copying accusations.

The photo, which Hyein posted on NewJeans’ official fan community Phoning on March 25, shows fellow member Haerin on a sofa alongside the phrase “Stop copying.” The upload date coincided with ILLIT’s debut day, stirring rumors that it was a deliberate swipe at the new group.

Earlier this week, following an ongoing dispute between HYBE and ADOR CEO Min Hee Jin, the latter posted a long statement in which she accused HYBE and sub-label BeLift Lab of copying NewJeans through ILLIT.

One of the labels under HYBE, BeLift Lab, debuted ILLIT, a 5-member girl group, in March 2024. After ILLIT’s teaser photos were released, there was an explosive reaction online, with people who thought ‘it was NewJeans.’ ILLIT’s hair and makeup styles, outfits, choreographies, photos, videos, public events, etc. have been copying NewJeans. There have been reviews claiming that ILLIT is ‘Min Hee Jin’s style,’ ‘Min Hee Jin’s type,’ and even a ‘NewJeans subtype.’

— ADOR

newjeans peoples magazine — | *People’s Magazine*

Following these accusations, netizens alleged that Hyein’s “Stop Copying” post was also a dig at ILLIT. However, further images from the same day revealed the post was, in fact, a light-hearted exchange between Hyein and Haerin. The caption came as a result of the duo being dressed similarly, and it’s even an ongoing joke between the members that Haerin tries to “copy” her.