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On May 16, 2024, HYBE released an announcement regarding ILLIT, the agency's latest K-pop girl group's appearance at the South Korean variety show, Knowing Bros. The episode will air on May 25. While the promotional schedule had fans excited about the upcoming content of the rookie K-pop group, they were rather disappointed to notice HYBE's choice of words for the announcement.
"HYBE’s Daughter ILLIT Will Appear On Knowing Bros"
In the announcement, the agency mentioned ILLIT as the HYBE's daughter. Netizens believed the agency was trying to slam ADOR's group, NewJeans, with their choice of words because of the ongoing crisis between HYBE and ADOR. Netizens also pointed out that the promotional opportunities given to NewJeans were relatively less than compared to the rookie girl group.
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With ILLIT appearing on the YouTube show around the same time as NewJeans' upcoming comeback track, How Sweet, the clash of events has angered fans. Despite NewJeans' announcement of their upcoming EP, How Sweet, the girl group has only appeared on two South Korean YouTube shows You Quiz On The Block and 2 Days & 1 Night to promote the same.
People expressed that HYBE allegedly orchestrated this to sabotage the ADOR group's comeback. They also believe that this might be because of the ongoing conflict between ADOR and HYBE.
Fans accuse HYBE of slamming NewJeans by referring to ILLIT as their daughter group amidst the conflict with ADOR
Recently, HYBE held an audit on ADOR following suspicions of a power struggle and a few alleged pieces of evidence of the ADOR CEO, Min Hee-jin, trying to make the subsidiary into an independent agency. The ADOR CEO expressed that her reason behind the same was that HYBE refused to provide necessary compensation for NewJeans' commercial success.
Following this information, several back-and-forth attacks between HYBE and ADOR landed on the internet. HYBE accused Min Hee-jin of spreading rumors, downloading confidential documents, having connections with Shamans for office decisions, etc. On the other, Min Hee-jin expressed HYBE's lack of promotions for NewJeans, the link of ADOR through a subordinate contract, and more.
As the feud between the two continues to unfold, the only group housed under ADOR, NewJeans, has been bearing a few consequences for the same. Despite the girl group's recent comeback, their promotions, such as variety show appearances, music show performances, interviews, etc., have been minimal to none.
While fans were expressing their concerns over the same, HYBE's recent announcement regarding the rookie girl group's promotional schedule only angered netizens. ILLIT debuted in March 2024 with their EP, Super Real Me, while NewJeans debuted in July 2022.
However, the rookie girl group's Knowing Bros appearance comes with the release of NewJeans' upcoming EP, How Sweet. Despite the similarities in the release period, fans alleged HYBE didn't provide enough promotional opportunities for NewJeans in comparison to the rookie group. Fans expressed disappointment with the choice of words used by HYBE for the announcement title of ILLIT's appearance at Knowing Bros.
The feud between ADOR and HYBE is still ongoing. Most recently, HYBE was accused of harassing a female ADOR employee during an audit by following her to her house, demanding she hand over her cell phone and laptop, among other possessions.
