NewJeans is facing controversy as it marks its 3rd debut anniversary on July 22. Tensions between HYBE and former ADOR CEO Min Hee-jin have flared, with discussions moving beyond corporate disputes to spotlight deeper issues in the K-pop industry.
The conflict centers on who defines creative content. The battle has been framed as Bang Si-hyuk (HYBE) vs. Min Hee-jin (ADOR). However, researcher Ko Yoon-hwa argues it’s about authority in creativity.
HYBE has transformed into a multi-label powerhouse, symbolizing corporate dominance. ADOR, under Min’s leadership, has pursued a unique approach, aiming for originality through groups like NewJeans.
In her paper, Ko states:
“The clash between centralized power and creative visionaries illustrates fundamental industry questions: Who owns creativity and innovation?”
NewJeans debuted with "Attention" on July 22, 2022, making waves with hits like "Hype Boy" and "Super Shy." They’ve been a fan-favorite, infusing “easy listening K-pop” into the mainstream.
However, amid this dispute, the group is currently on hiatus. ADOR wished them a happy anniversary with a celebratory animation, subtly acknowledging their milestone.
Check out NewJeans’ debut video here:
NewJeans – Attention (Official Music Video)
And here’s the anniversary post from ADOR:
🎉 Happy 3rd Anniversary NewJeans! 🎉
Here’s to many more milestones together! 💖
#NewJeans #3YearsStrong— ADOR (@ADOR_official) July 22, 2023
This feud has turned into more than just business. It’s a case study on the path forward for K-pop in the years to come.
