“She Doesn’t Deserve This!” — Fans Accuse HYBE of Media Manipulation After Minimal Coverage of NewJeans’ Hyein at the Airport

On September 29, 2024, Hyein of NewJeans departed for Paris through Incheon International Airport to attend Paris Fashion Week. Fans expressed their concern that Korean media did not provide adequate coverage of her departure, attributing this to alleged media manipulation by HYBE.

Supporters alleged that HYBE attempted to diminish Hyein’s visibility and influence, even preventing reporters from covering the airport send-off. This raised serious allegations of targeted harassment and bullying against Hyein.

The ongoing conflict between HYBE and former ADOR CEO, Min Hee-jin, has further complicated matters concerning the rookie girl group. On September 11, 2024, NewJeans hosted an unauthorized YouTube livestream, advocating for the reinstatement of Min Hee-jin as ADOR’s CEO.

Fans speculate that this action may have angered HYBE, leading to a perceived downplaying of NewJeans.

One fan expressed their frustration on X:

“I feel so bad for Hyein. She doesn’t deserve this! HYBE is so low for bullying a MINOR! This is a form of ABUSE! A targeted harassment! And since Hyein is still a minor so this is child abuse too!”

Fans criticized HYBE for what they perceived as deliberate attempts to sabotage ADOR’s rookie girl group.

“It looks like HYBE is implementing a strategy to erase each member’s reputation and their fame, and they’re starting with Hyein. They will do this one by one, and surely enough the ‘rumor’ about NewJeans being abandoned in HYBE is no longer just a rumor; they are erasing NewJeans.”one fan wrote.

“Well, HYBE will fail. The more they try to sabotage NewJeans, the more fans will passionately support them and likely protest. And as a tokki I will never stop! Fighting for NewJeans!!”another fan pledged their support.

“No journalist photos of Hyein uploaded by Korean media outlets, no articles, her arrival wasn’t livestreamed, all this media blackout. Are they trying to decrease her media value? The blatant sabotage is right in front of our eyes. HYBE always plays their dirty tricks on her,”one fan commented.

Meanwhile, some netizens noted that if HYBE truly had such control over the Korean media, they could have stopped negative coverage of their biggest stars. They pointed out that BLACKPINK’s Jennie was also traveling to Paris at the same time from Incheon Airport, suggesting that reporters might have prioritized her.

“Did HYBE pay their fans too?? I didn’t see their fans at the airport either.”one netizen said.

“Y’all are actually hilarious. If HYBE had that hold on Kmedia truly then their biggest artist wouldn’t have faced media attacks over there.”another fan wrote.

“Jennie from BP was at the airport at the same time departing from a different location. It seems the majority of journalists all rushed there. Jennie just got more clout.”one other netizen wrote.

NewJeans Urges Reinstatement of Min Hee-jin as ADOR CEO, but Request Denied

For those unaware, on August 27, 2024, ADOR’s board dismissed Min Hee-jin from her position as CEO, appointing Kim Joo-young as the new head of the label. Following this, NewJeans conducted a YouTube livestream to express their discontent with the new management.

On September 12, Min Hee-jin filed an injunction to convene an emergency shareholders meeting in October, seeking her reinstatement as ADOR’s CEO. According to NME, ADOR and HYBE resolved to address NewJeans’ demands, and a shareholders’ meeting was held on September 25, where all shareholders unanimously denied her reappointment.

ADOR further explained that on September 11, they had offered Min Hee-jin an opportunity to oversee NewJeans’ production for the rest of the girl’s contract with the label. The Korea Times reported that following the board’s decision, Min Hee-jin’s legal representatives released a statement where she expressed her concerns:

“Min is worried that extending her term under a deceptive contract might hinder her ability to continue her work with NewJeans. Therefore, she has clearly expressed her intention to return as CEO and has requested a genuine and specific contract from HYBE.”

On September 26, 2024, Min Hee-jin gave an exclusive interview to JoongAng Daily, alleging that HYBE was circulating slanderous articles about her. She also claimed that Billboard columnist Jeff Benjamin reached out to her regarding HYBE’s alleged attempts to defame her.

In response, Jeff Benjamin shared chat screenshots to refute all allegations made by Min Hee-jin, expressing his surprise at being drawn into the situation and stating that her claims were based on her “personal feelings or biases.”

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