Belift Lab seeks 2 Billion Won in damages from Min Hee-jin over alleged false accusations damaging ILLIT's sales and advertising deals

On January 10, the Korean media outlet Star News reported that the Seoul Western District Court conducted the initial session for Belift Lab's 2 billion KRW compensation lawsuit against Min Hee-jin. Belift Lab asserted that Min Hee-jin disseminated misleading assertions during press conferences, alleging that ILLIT replicated the idea of NewJeans.

Belift Lab asserted that these allegations adversely affected ILLIT's social media presence, record sales, and advertising agreements, culminating in losses of two billion KRW.

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Belift Lab stated KT and Pocari Sweat canceled their advertising deals with ILLIT after Min Hee-jin’s false claims

As revealed in the initial trial, Belift Lab highlighted the companies, namely KT and Pocari Sweat, whose contracts were allegedly canceled due to Hee-jin’s false statements. The Seoul Western District Court stated the allegations of Belift Lab in the following words:

“The plaintiff has argued that the defendant caused a reduction in ILLIT’s official social media followers, a decline in album sales, and the cancellation of advertising contracts with companies like KT and Pocari Sweat.”

The judge therefore required comprehensive evidence of passive damage for the forthcoming trial.

“However, since the conclusion remains uncertain, detailed evidence of passive damages and compensation must be submitted at the next trial.”

The judge encapsulated Belift Lab's stance:

• ILLIT’s idea and marketing emphasize contemporary youth, in contrast to NewJeans’ Y2K nostalgic motif.
• Belift Lab asserted that no communication or sharing of ideas transpired across the two groups.
• Min Hee-jin's claims amounted to derogatory disinformation, resulting in considerable damages.

Hee-jin, on the other hand, contended that her remarks were not incorrect but rather opinions aimed at serving the general public. She also refuted any effort to interfere with Belift Lab's activities.

“ILLIT debuted 8 months after NewJeans, and since ILLIT’s debut, there have been continuous allegations of plagiarism. While Min tried to resolve it internally through her email, HYBE conducted an illegal audit instead. As a result, Min had no choice but to speak out publicly and hold a press conference, raising the issue to bring it to public attention,” Min Hee-jin’s lawyer stated.

In April 2024, Min Hee-jin, the former CEO of ADOR, accused ILLIT of copying NewJeans' idea, claiming objections to ILLIT's teaser photographs, which she alleged bore striking parallels with NewJeans.

Belift Lab denied the charges, claiming that ILLIT's design was finished internally in July 2023, far in advance of the so-called proposal Hee-jin mentioned was submitted in late August 2023.

The agency then initiated a defamation action against Hee-jin, who responded by suing Belift Lab's CEO for defamation as part of the Information and Communications Network Act, demanding 5 billion KRW in reparations.

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The complete turmoil arose amid the ongoing feud involving HYBE-owned ADOR, Min Hee-jin, and NewJeans. Min Hee-jin has argued that the style and concept of NewJeans were being copied by HYBE's new girl group ILLIT, which is managed by its subsidiary Belift Lab.

On November 28, 2024, NewJeans announced the termination of their exclusive contract with ADOR, which became effective from November 29 onwards. This move came after Hee-jin was removed from the CEO position of ADOR.

Meanwhile, ADOR launched a lawsuit with the Seoul Central District Court to confirm the validity of its exclusive contract with NewJeans.