Can HYBE girl groups turn the tables and rebound?
From left, Le Sserafim, ILLIT and NewJeans / Courtesy of HYBE and Ador
HYBE's successful girl groups, which have quickly established themselves in the domestic and international music markets, are now facing an unprecedented crisis.
These groups, who have been making an unstoppable progress since their debut, have encountered a significant challenge, turning the crisis management for these sub-label girl groups into a pressing issue for HYBE as a whole.
The first team to encounter a crisis was Le Sserafim. Last month, Le Sserafim performed at the Coachella Valley Music and Arts Festival, the largest music festival in the United States.
Despite receiving praise from foreign media for its stage presence and performance, domestic audiences who watched the live broadcast criticized the members' shaky vocals and frequent pitch issues.
For Le Sserafim, who had maintained a "fierce" concept based on self-assurance and confidence since their debut, the vocal performance controversy was a significant blow.
Le Sserafim performs on stage at the Coachella Valley Music and Arts Festival on May 13. Courtesy of Source Music
Le Sserafim's public image suffers setback
Member Sakura exacerbated the situation by responding to the criticism, saying, "Everyone has different standards. It may seem immature to some, but no one is perfect. It was still the best stage we've shown so far." This rebuttal only worsened public opinion.
Adding to the turmoil, around the same time, member Hong Eun-chae drew criticism for comments made during a live broadcast to student fans, and the music video for "Burn the Bridge" was embroiled in an unexpected controversy over alleged Japanese influences.
These issues combined created the biggest crisis Le Sserafim has faced since its debut.
In the context of its dual focus on both fandom and broader public appeal, the resulting damage to its public image cannot be ignored.
Although its previous work, "EASY," continues to perform well on domestic and international charts, concerns about its future activities persist.
Given the necessity to continue their promotions, the most urgent tasks for Le Sserafim are to reaffirm its skills and offer a sincere apology or explanation for the controversial remarks to restore its image.
ILLIT is embroiled in a plagiarism dispute in the wake of the conflict between its agency HYBE and its sublabel Ador. Courtesy of Belift Lab
Risks for ILLIT linger amid copying allegations
ILLIT is also expected to take the blow from the conflict between its agency HYBE and its sublabel ADOR's CEO Min Hee-jin.
The management dispute arose when Min said that the initial conflict with HYBE stemmed from accusations that ILLIT was copying the concept of NewJeans, a group under Ador.
Min accused Belift Lab, ILLIT's agency, and HYBE Chairman Bang Si-hyuk of copying NewJeans in various aspects, including its concept and overall style.
Initially, Min's comments faced backlash, as they were perceived as harsh criticisms, labeling ILLIT as a mere imitation of NewJeans.
However, the controversy escalated when NewJeans' choreographers publicly alleged ILLIT of plagiarizing their choreography.
As the conflict between Min and HYBE continued, the narrative that "ILLIT copied NewJeans" became more prominent, creating significant challenges for ILLIT.
With this controversy emerging just as they concluded promotions for its debut album, the upcoming comeback activities have become crucial for ILLIT.
Demonstrating a distinct identity separate from NewJeans in its next album is now seen as the only way for ILLIT to overcome the current crisis and move forward successfully.
The strife between HYBE and ADOR overshadows NewJeans despite its overwhelming ticket power, demonstrated by selling out all seats for its fan meeting at Tokyo Dome in Japan. Courtesy of Ador
HYBE-Ador strife looms over NewJeans
NewJeans, once poised for an unstoppable rise in popularity following its debut, has found itself caught in the crossfire of a management dispute between HYBE and Min.
As the conflict between HYBE and Min drags on, NewJeans' name has been frequently mentioned, resulting in unintended damage to its image.
The situation worsened as Min publicly shared reactions from NewJeans members and statements from their parents, entangling the group further in the dispute.
The timing is particularly unfortunate as NewJeans is preparing for a highly anticipated comeback.
The group had generated significant buzz by announcing extensive comeback and activity plans for this year, but the ongoing internal strife has diverted attention away from them, leaving fans who have eagerly awaited their return disappointed.
Despite the turmoil, NewJeans has continued to make strides, selling out a fan meeting at Tokyo Dome and generating excitement with the pre-release music video for "Bubble Gum."
However, the most critical factor for its recovery and continued success is the resolution of the dispute between HYBE and Min.
Regardless of how the situation is eventually resolved, it is expected to have a lasting impact on NewJeans, with concerns about its future lingering for some time.
This article from the Hankook Ilbo, a sister publication of The Korea Times, was translated by a generative AI and edited by The Korea Times.