“They got all these privileges because of hybe”- NewJeans faces criticism over reported 240 million KRW payment as Seoul ambassadors

NewJeans has once again found itself in the middle of a controversy, this time regarding economic activity. On November 7, 2024, MBC reporter Kim Kyung-hee via Naver reported that Seoul City has reportedly compensated the K-pop group NewJeans with a record-breaking amount of 240 million KRW (approximately $180,000 USD) for their role as city ambassadors, making them the highest-paid ambassadors in the city’s history.

This sum reportedly represents over half of the total 450 million KRW that Seoul has distributed to 55 ambassadors over the past five years (from 2020 to 2024). Fans were taken aback after learning the truth about this huge sum of money granted to a fresh girl group in contrast to their idol seniors.

One user on X said:

"They got all these privileges because of hybe , i just wish hybe throw them out of the company, then we will see how much talent they have and how they're getting all that success without living under hybe or using bts name."

Many fans compared NewJeans to BTS, who have done the same job voluntarily as ambassadors.

“They should be ashamed of themselves,” a fan said.

“And they think they have achieved this without HYBE,” a fan wrote.

“Imagine the entitlement of those girls,” a fan stated.

Fans commented on NewJeans' role as Seoul ambassadors, with some expressing doubts about their situation, questioning past complaints of mistreatment, and speculating on the city's substantial compensation.

“They're doomed for sure,” a fan exclaimed.

“Seoul city really wanted newjeans and compensated them a lot for being Seoul ambassadors,” another fan wrote.

“What happened to the mistreatment they’ve been complaining about for months,” a fan wondered.

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NewJeans are reportedly the highest-paid ambassadors for the city of Seoul

NewJeans became an official promotional ambassador for Seoul on February 16, 2023. The honorary mayor of Seoul, Oh Se-hoon, had himself made this appointment. This job is known to be voluntary.

The details about the group’s ambassadorship payment were made public on November 6 through data requested by Kim Hye-young, a member of the Seoul City Council’s Culture, Sports, and Tourism Committee. According to Kim, while ambassador roles are typically honorary and unpaid in local governments, Seoul has compensated some ambassadors in line with private sector standards.

The group, along with influencers such as the YouTuber Shuka World and TikToker OnOppa, was appointed as a Seoul ambassador early last year. Since then, the group has participated in various promotional events for the city, including Seoul Fashion Week. Their involvement aims to enhance Seoul's image and appeal, particularly to younger audiences.

This significant payment, however, has stirred controversy. Seoul’s regulations stipulate that the ambassador role is generally honorary and should be unpaid. Council member Kim acknowledged that there are provisions for reimbursing essential expenses, but she argued that the amount reportedly paid to NewJeans goes far beyond typical travel allowances and can be seen as direct compensation for promotional activities.

Currently, Seoul has 34 ambassadors, including prominent figures such as soprano Sumi Jo, actors Choi Bool-am and Park Jin-hee, and rapper Lee Young-ji. While 29 of these ambassadors serve without pay, 23 have received financial compensation at least once. Other compensated ambassadors include a designer who received 40 million KRW and a former broadcaster who was paid 20.5 million KRW.

As per MBC, in response to the criticism, a representative from Seoul’s public relations office explained that the payment for certain ambassadors is based on the standard rates they would receive in the private sector, hence the higher compensation for NewJeans.

The debate has raised questions about the fairness and consistency of Seoul’s approach to compensating its ambassadors, especially when the majority serve in unpaid, voluntary roles.