KBS apologizes, pulls video over ‘IQ-based escape’ phrase in NewJeans thumbnail
K-pop girl group NewJeans / Courtesy of Ador
KBS has issued an apology and removed a video about K-pop group NewJeans following public backlash over its provocative thumbnail, which featured the phrase “escape is in order of IQ.”
The broadcaster said in a statement on its viewer petition board that the digital content in question was meant to neutrally present both sides of the ongoing contract dispute between NewJeans and HYBE, the parent company of their agency, Ador.
However, KBS acknowledged the thumbnail text was inappropriate. “We have taken the content offline after accepting criticism over the phrasing," the broadcaster said. "We apologize to viewers who felt discomfort and will take greater care in all aspects of digital content production, including subtitles and titles."
The thumbnail of the now-removed video included the phrase “shaky NewJeans, Haerin escaping?” followed by “escape is in order of IQ vs baseless, close-knit.”
The video sparked outrage for its sensationalism and perceived implication that one member may be trying to leave the group, prompting speculation and misinformation.
A viewer comment on KBS’ official petition board criticized the network for fueling rumors, writing, “Even though it has been publicly denied that there are rifts among family members, KBS used provocative language to chase views and spread false information. This is deeply regrettable.”
The phrase “escape is in order of IQ” is a Korean slang expression implying that those with higher intelligence are quicker to leave a bad situation. Its use in this context was seen as especially inappropriate amid the sensitive nature of the group's legal and personal issues.
The conflict between NewJeans and their agency Ador over exclusive contracts has been ongoing since last year. In response to reports last month suggesting that some members’ parents were opposing the contract termination lawsuit, the parents of all members issued a joint statement firmly denying any internal rift.
They also addressed rumors involving member Haerin, stating that both she and her parents are fully united in their stance and that speculation about her family’s private matters is entirely false.
This article from the Hankook Ilbo, the sister publication of The Korea Times, is translated by a generative AI system and edited by The Korea Times.