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 come under fire for the number of idols mentioned when comparing choreography, concepts, and styling to NewJeans.
On June 10, BELIFT Lab shocked netizens with a video addressing the plagiarism claims Min Hee Jin had made about ILLIT. Netizens noticed that during the video, BELIFT dropped the names of numerous K-Pop idols.
Regarding the choreography from NewJeans’ Coca-Cola collaboration that was allegedly plagiarized, BELIFT used GFRIEND, IZ*ONE, and Sunmi as comparisons.
For NewJeans’ song “Attention,” BELIFT brought examples of VIVIZ and IVE’s choreography as comparisons.
It wasn’t even just choreography, as BELIFT brought up moments where NewJeans’ concept, styling, or production seemed to be similar to idols in the past.
A photoshoot where the outfits and vibes seemed similar to OH MY GIRL.
A music video scene similar to LE SSERAFIM.
Outfits similar to BLACKPINK and ENHYPEN.
The time they performed at the same venue as BTS.
This came alongside many examples of idols wearing hanboks, especially when it came to greeting videos.
When the photos were posted online, OP explained that they could’ve easily missed some names. Seeing the huge list of idols (along with other artists and choreographers), netizens hit back at BELIFT LAB and HYBE, criticizing them for targeting NewJeans unfairly.
- “Are they crazy?”
- “Are they out of their minds, seriously?”
- “What is this?”
- “Wow, just looking at the screenshot, it looks like a video from those fake news YouTubers. Yet this is official content?”
- “They really seem to be making history in the K-Pop industry.”
- “Honestly, I’m shocked because there’s not a single thing listed there that is actually similar.”
- “Ha…”
- “Are they seriously crazy… What the heck.”
- “Are they crazy? I got so annoyed that I reported the video. There are probably a hundred reasons for why it should be taken down.”
- “Are they insane? They’re dragging everyone everywhere.”
- “As time goes by, I feel bad for NewJeans more and more… Everyone around them seems to be an enemy.”
- “They just self-verified that they slandered NewJeans.”
- “Seriously, how low can they go?”
- “Pathetic…”
- “Do people get paid to do this kind of stuff working at HYBE? LOL”
