K-pop showdown at HYBE: Why Le Sserafim fans are furious over NewJeans comeback
Le Sserafim / Xportsnews
Tensions inside the HYBE fandom ecosystem are intensifying as a group of Le Sserafim fans staged a truck protest outside the entertainment company’s Yongsan headquarters, demanding that the group be completely separated from NewJeans amid lingering disputes and long-running fan wars.
On Friday, several LED protest trucks appeared in front of HYBE’s building with sharply worded messages such as “Separate the real victim Le Sserafim from the real perpetrator,” “HYBE must take legal action against the barrage of hate comments from the attacking fandom,” and “The debut order delayed by your executive — why blame Le Sserafim? This is real workplace bullying.” One truck also displayed, “NewJeans spread false claims even in court — HYBE must separate them.”
Le Sserafim is managed by Source Music, a label under HYBE. NewJeans is under Ador, another HYBE subsidiary. The latest backlash comes after NewJeans members announced their return to Ador this week, reigniting anger among Le Sserafim fans who argue that their artists have faced unfair hostility due to disputes unrelated to them.
How the conflict escalated
NewJeans and Ador spent more than a year embroiled in a high-profile legal and management battle with HYBE. During the public exchanges, NewJeans members and former Ador CEO Min Hee-jin claimed that HYBE had discriminated against the group and prioritized other HYBE artists, specifically naming Le Sserafim.
Min also said that HYBE debuted Le Sserafim before NewJeans despite Ador’s objections — a claim that triggered widespread online debates. As a result, Le Sserafim became linked to the controversy despite having no involvement in the dispute.
Le Sserafim, above, and NewJeans / Xportsnews
The framing spread rapidly online: NewJeans were portrayed as “Kongji,” the innocent and mistreated heroine of a Korean folktale, while Le Sserafim was labeled the “Patji,” the villain. Even unrelated Le Sserafim content drew mockery and hate comments, fueling resentment among their fans.
On Wednesday, NewJeans members Haerin and Hyein formally announced their return to Ador. Members Minji, Hanni and Danielle also declared they would rejoin, saying one member was currently in Antarctica and unable to communicate quickly. According to Ador, discussions with the other three members are ongoing.
For Le Sserafim fans, the return of NewJeans under HYBE’s umbrella means the two groups will once again coexist within the same corporate structure — a situation they say exposes Le Sserafim to more hostility. This concern culminated in the truck protest demanding “separation” for artist protection.
Not just Le Sserafim — ILLIT fans are also upset
ILLIT / Xportsnews
Fans of ILLIT, a girl group under HYBE’s BELIFT LAB, have also expressed frustration. During the Ador-HYBE dispute, Min and NewJeans cited the launch of ILLIT as an example of HYBE undermining NewJeans’ brand value, even accusing ILLIT of copying NewJeans’ concept — claims that further strained fan communities.
With multiple fandoms now clashing across social media, HYBE faces growing pressure to defuse internal conflicts that continue to dominate K-pop discourse.
This article from Xportsnews is adapted by a generative AI system and edited by The Korea Times.