The ongoing feud between South Korean entertainment giant HYBE and its subsidiary label ADOR has emerged as one of the most high profile feuds we’ve witnessed in K-pop in recent memory.
ADOR, which houses popular K-pop girl group NewJeans, is helmed by former SM Entertainment creative director Min Hee-jin and was once poised to become one of HYBE’s most lucrative labels. However, it is now at the centre of an alleged power struggle over the treatment and management of NewJeans and future creative projects under ADOR.
Founded in November 2021, Min Hee-jin launched the label after two years as HYBE’s Chief Brand Officer. The futures of both ADOR and NewJeans remains unclear as the label and its parent company continue to vie for control and autonomy over management and creative direction of the label and NewJeans.
Although many blanks have yet to be filled in the overarching battle, below is a full timeline of events that have occurred since both parties have taken their dispute to the public arena.
April 22, 2024 – HYBE launches internal audit of ADOR
The first signs of a power struggle between HYBE and its subsidiary K-pop agency ADOR, home to NewJeans, first emerged on April 22, when South Korean media reported that the audit team of entertainment giant HYBE had launched an investigation into ADOR CEO Min Hee-jin and an unnamed executive of the company.
HYBE later confirmed that it did launch an audit into ADOR executives over a suspicion that they were trying to take control of the K-pop agency, however no specific staff members were named in HYBE’s confirmation. Following the news, the stock price of HYBE began to drop.
April 22, 2024 – ADOR CEO Min Hee-jin accuses HYBE of “undermining” NewJeans’ success
Shortly after the news of HYBE’s audit into ADOR broke, CEO Min Hee-jin issued a statement accusing HYBE of “undermining” NewJeans’ success. She claimed HYBE had copied the “makeup, costumes, choreography, photos, videos and event appearances” of NewJeans for its latest girl group ILLIT, who debuted under separate subsidiary Belift Lab in late March.
Min also claimed that she had filed an official complaint over what she described was a “copycat issue”, claiming that both HYBE and Belift Lab “refused to acknowledge any wrongdoing, merely coming up with a string of excuses and delaying concrete responses”. In the same statement, she also refuted HYBE’s allegations about her trying to take control of the company.
“I cannot understand how legitimate actions aimed at preserving the cultural achievements of affiliated artists like NewJeans are being twisted into conduct against ADOR’s interests or attempts to usurp its management rights,” she wrote.
April 24, 2024 – HYBE CEO Park Ji-won claims to have discovered evidence of Min and other executives “trying to seize control” of ADOR
Yonhap News Agency reported that Park had sent a company-wide email stating that evidence of ADOR executives’ attempts at “seizing control” of the label has been found, adding that he will “take appropriate actions after confirming more [of the truth] through this audit”. In the same email, Park also claimed that the alleged takeover plans were “set in motion long before ILLIT made their debut”.
April 24, 2024 – Min Hee-jin and ADOR executives deny claims of a takeover
Min Hee-jin told a separate South Korean news outlet in an interview, per CNA, that she has never “met with any investor to take over management rights of ADOR”. She also alleged that it would be “impossible” for her to do so “without consent” from HYBE, as she only owns 18 per cent of the company, with other company executives holding 2 per cent and HYBE owning 80 per cent of ADOR. She also revealed that she was “suddenly notified of my dismissal” after raising concerns of similarities between ILLIT and NewJeans.
An anonymous deputy CEO of ADOR also claimed in another interview with Yonhap News Agency that the alleged evidence HYBE uncovered were nothing more than “personal reflections” about the “long-standing conflicts between HYBE and ADOR”. They also claimed that the documents containing the alleged evidence “have not been discussed with Min and other ADOR executives”.
April 25, 2024 – HYBE announces intention to file complaint against Min Hee-jin
Despite ADOR executives disputing the legitimacy of the alleged evidence found by HYBE, HYBE announced intentions to file a formal complaint against Min Hee-jin following the internal audit, maintaining that it secured physical evidence that “confirms the executive director’s involvement in drafting plans to usurp control of the company”.
The complaint was later filed at the Yongsan Police Station against both Min and another unnamed executive of ADOR on the same day. HYBE representatives also shared that it has seen messages between ADOR executives discussing plans to “strip [the K-pop agency] to its shell and take it away” and “pull global funds to deal with HYBE”.
April 25, 2024 – Min Hee-jin holds press conference to deny claims made against her by HYBE
During the press conference, Min told Korean press that she “was not expecting” the audit, instead claiming that she had initially made an “internal report [about the similarities between NewJeans and Belift Lab group ILLIT]” in hopes of it being “addressed formally by the company”.
Min also claimed that the conversations brought up by HYBE as evidence of her alleged plans to take over ADOR were “rid of the context of where they came from”. Her legal counsel also told press that “there was no incident where Min tried to diminish the company value” and that “you cannot ‘plot’ to breach the trust. This just doesn’t count as that”.
During the conference, Min also shared how she believes the company “used me to the fullest and now wants to take me down because I don’t listen to them”. She also said that HYBE founder Bang Si-hyuk “wouldn’t let me [establish ADOR and launch NewJeans] unless the company held a 100 per cent stake”, but that she allegedly relented because “a fight would’ve taken months”.
Min also told press that members of the HYBE team had told her “not to promote NewJeans before LE SSERAFIM‘s debut, because they wanted people to think that LE SSERAFIM was Min Hee-jin’s girl group”.
“They never let me promote NewJeans as the first girl group from Min Hee-jin because they intentionally wanted to confuse people,” the ADOR CEO claimed. “That was all Bang Si-hyuk’s doing.”
During the conference, Min also began questioning HYBE’s motives for NewJeans: “Does HYBE really care about NewJeans? NewJeans releases something tomorrow, and they do this?” She also claimed that NewJeans would be “nothing planned” without her, while claiming that “HYBE is acting like it doesn’t care”.
According to The Korea Herald, HYBE claimed that Min had “manipulated the truth” during the conference and have asked for her to resign as CEO of ADOR.
April 26, 2024 – HYBE refutes Min Hee-jin’s press conference claims
A day after Min’s two-hour press conference, HYBE issued a statement refuting her claims, alleging that “so much [of what Min claimed during the press conference] is far from the truth to the point that it is difficult to go through them one by one”.
HYBE claimed that Min had “distorted the facts by mixing up the timeline”, while claiming that they “can refute all claims with evidence”. However, HYBE also stated that it has “decided not to mention them one by one as we judge that they are not worth responding to”.
In its statement, HYBE also urged Min to “resign promptly for the proper management of ADOR as she has already proven herself unfit to be in charge of management”.
May 2, 2024 – Min Hee-jin had reportedly “demanded” that HYBE give her the authority to “terminate” NewJeans’ contracts
Yonhap News Agency cited unnamed industry insiders in a report that Min had allegedly “demanded” the authority to “terminate” NewJeans’ exclusive contracts with the company. According to the outlet, Min allegedly made the request after negotiations between the executives of the K-pop agency and its owner HYBE over a revised shareholders agreement had hit a roadblock around the tail-end of 2023. However, HYBE rejected her request, calling it “too much”.
Min has since confirmed that the “request” was submitted in a proposal to HYBE, however claimed that it was to “address unreasonable interference [by HYBE], an issue that emerged during NewJeans’ debut, and to ensure independent management of the label” in a statement. She also denied that this request was related to allegations of a takeover levied against her by HYBE.
May 7, 2024 – HYBE requests an shareholders’ meeting to fire Min Hee-jin
“HYBE has requested an extraordinary shareholders’ meeting to fire Min Hee-jin, CEO and board member of ADOR, which is a violation of the shareholders’ contract between Min and HYBE,” Min’s legal representative told press, per Korea JoongAng Daily. HYBE owns 80 per cent of ADOR, while Min owns 18 per cent.
May 9, 2024 – Min Hee-jin files injunction to stop HYBE shareholder meeting
“Min Hee-jin contends that HYBE’s argument regarding breach of trust by Min makes no sense, which is why she resulted in filing for the injunction in order to protect the corporate value of ADOR and its artists,” the representative added, per Korea JoongAng Daily. Meanwhile, Yongsan police told the outlet that it will “conduct a speedy and thorough investigation” on Min.
May 10, 2024 – ADOR set to hold internal shareholder meeting to vote on Min Hee-jin’s dismissal as CEO
The company and its legal counsel announced the shareholder meeting on May 10, saying the move was made “under the attendance of all board members”, which included Min Hee-jin, with the meeting set to be held on May 31. The meeting will determine ADOR’s stance on whether Min Hee-jin will be fired from her current position as CEO of the subsidiary label.
May 13, 2024 – NewJeans’ parents allegedly speak out in new letter, HYBE responds
The letter was published via South Korean news outlet eDaily, allegedly written by the parents of NewJeans’ members. It was reportedly first sent to Min Hee-jin on March 31, who later shared it with HYBE on April 3, before the feud between ADOR and HYBE was made public and only a week after ILLIT had officially debuted.
“We express deep concern over the controversy that has risen with many similarities in concept […] between NewJeans and a group that debuted under another label of HYBE,” the letter reads, as translated by Soompi. “It is deeply regrettable that another label under the same parent company could plan a team that is intentionally reminiscent of NewJeans.”
“If these situations continue, this will undoubtedly damage NewJeans’s reputation and brand value,” NewJeans’ parents alleged, while claiming that the members of the girl group are “experiencing severe mental distress in this process”.
In the letter, NewJeans’ parents also claimed that HYBE chairman Bang Si-hyuk would “ignore the NewJeans members and their greetings whenever he ran into them at the company”, alleging that “this happened on several occasions”.
Shortly after the letter was publicised, HYBE responded via a statement to a separate outlet claiming that the real authors of the letter are Min and an unnamed vice president from ADOR. The music giant also denied several allegations in the letter, including claims of plagiarism and neglect.
HYBE also claimed that Min “drag[ged] in artists and their families in her own battles for her personal greed” by allegedly doctoring the letter, while claiming that it has evidence the email was “part of the plan for the takeover of management rights [of ADOR by Min]”. “We plan to submit this evidence to investigative and judicial authorities,” HYBE also said in response.
May 23, 2024 – Belift Lab sues Min Hee-jin for defamation over plagiarism claims
Belift Lab, the HYBE subsidiary ILLIT is housed under, filed a defamation complaint against Min Hee-jin over her claims that ILLIT had plagiarised NewJeans. “We filed a complaint against CEO Min for making false claims unilaterally against our company and artists and causing damage,” Belift Lab said in a statement. “We make it clear that the plagiarism allegations raised by Min against our artist ILLIT are not true.”
“We have submitted evidence to the judicial authorities that can prove the accusations are unfounded, and although it may take some time, we will resolve this issue through proper legal procedures,” the K-pop agency added.
May 30, 2024 – Court grants Min Hee-jin injunction against HYBE
The Seoul Central District Court ruled in favour of Min Hee-jin following her filing of an injunction to stop HYBE from exercising their voting rights and dismissing her from her current position as CEO of ADOR.
“The reasons for Min Hee-jin’s dismissal or resignation claimed by HYBE have not been sufficiently substantiated,” the court said of its decision. “While Min Hee-jin’s actions may be considered betrayal to HYBE, it is difficult to say that they constitute actions of breach of trust in regards to ADOR.”
In response to the court’s decision, HYBE said it “respects the court’s decision” and “will not exercise voting rights […] at the upcoming extraordinary meeting of shareholders”. The company also shared that it has “plans to proceed with subsequent steps within the boundaries set by the law”.
May 31, 2024 – Min Hee-jin retains her role as ADOR CEO, two “close aides” dismissed
The scheduled extraordinary shareholders’ meeting held on May 31 determined that Min Hee-jin will keep her position as ADOR CEO, however two of her “close aides” – only identified as Shin and Kim – were dismissed and replaced by three C-suite executive officials from HYBE. Yonhap News Agency noted that this decision would provide HYBE more “control” of the board.
May 31, 2024 – Min Hee-jin holds second press conference to address NewJeans’ and ADOR’s future
The second press conference held by Min Hee-jin took place the day of the shareholders’ meeting, during which she addressed her current relationship with HYBE and the future of the subsidiary label and its artists.
Min told press that plans for upcoming NewJeans activities have been “all thrown up in the air because of the ongoing month-long battle”. Notably, prior to the feud, the girl group had announced several new music releases, as well as a world tour for 2025.
“My foremost goal is to carry out the plans as I wanted with no problems. And now, since HYBE is now listening to my side, I hope that we can amicably settle,” she added. “If I don’t do this, and NewJeans has to take leave until our organisational matters settle, who does that benefit?”
Min also added that “what will be done in the future remains to be seen” at this current juncture. “But if HYBE wants to develop ADOR and its vision for NewJeans, then they would need to discuss that with me,” she continued.
July 9, 2024 – Min Hee-jin questioned by police for eight hours
The music executive was reportedly questioned by South Korean police for eight hours according to Korea JoongAng Daily on July 9, telling reporters that she was “glad to tell the truth and let it all out”, despite “HYBE report[ing] me and it [taking] me time [to explain].”
“It couldn’t have been breach of trust. It just seems like comedy to me. So I told them everything truthfully,” the ADOR CEO said. She declined to comment on whether she would report HYBE for defamation or other charges.
July 15, 2024 – Source Music files US$360,000 lawsuit against Min Hee-jin
Fellow HYBE subsidiary Source Music – home to LE SSERAFIM – filed a lawsuit against Min, seeking KRW500million (roughly US$360,000) in damages for defamation and interfering with business.
In a statement to Billboard, Source Music stated: “The label’s accusations primarily include three complaints: (A) Min claimed that she personally selected the members of NewJeans as trainees (B) Min claimed that the company unilaterally broke its promise to debut NewJeans as HYBE’s first girl group and (C) Min claimed Source Music neglected the members of NewJeans.”
August 27, 2024 – Min Hee-jin steps down as CEO of ADOR, which she claims was not her choice
ADOR announced during a board meeting that Min Hee-jin would step down from her role as CEO of the label, simultaneously announcing that Kim Ju-young, director of the board, would assume the position of CEO following Min’s departure. Despite her resignation from the role, ADOR wrote that she remains on the company’s board of directors and would continue to produce for NewJeans.
ADOR said that Min being in change of both the management of the label as well as the production of NewJeans was “the only exception among all the HYBE labels”. It added that it promises to “provide the best support for the success of NewJeans with this change in structure”, per Korea JoongAng Daily.
Two hours after ADOR’s announcement, Min herself claimed in a new statement that her move to step down was not made of her own volition. “The board made the decision regardless of the CEO’s wishes,” she said, calling the move “a grave violation of the shareholders’ contract”.
After Min’s statement, ADOR addressed her claims in a second statement on the same day, saying that the board meeting was “held according to the law”. “The date was chosen out of the list that Min Hee-jin gave. Min took part in the meeting online and the board made the optimal decision for the future of ADOR and NewJeans,” it wrote.
August 30, 2024 – Min Hee-jin rejects “unreasonable” temporary contract to produce for NewJeans
Min published a statement announcing her rejection of HYBE’s offer to continue producing for NewJeans, calling the terms of the contract “unreasonable” and “a trick” designed to force her rejection of it.
According to Min, the contract would have her retained to produce for the girl group from August 27 to November 1, which she claimed was “unrealistic” given HYBE’s purported “expect[ations of] the successful completion of crucial production tasks, such as preparing for NewJeans’ world tour in 2025”.
She also claimed that it included clauses that would allow the company to immediately terminate the agreement if “her work performance was deemed insufficient or if the company’s business circumstances changed”.
In response ADOR released a statement on the same day, claiming that the new two-month contract was meant to cover the remainder of her contract, which expires on November 1.
September 2, 2024 – NewJeans express frustration over ADOR-HYBE feud on social media
NewJeans members Danielle, Minji and Hanni uploaded several posts to fan community app Phoning to express their frustration over the ongoing managerial changes within ADOR.
Danielle wrote that she had “a lot of concerns” since Min Hee-jin was dismissed as CEO of ADOR. “It’s been difficult in many ways […] For a while, I was in a state of mental breakdown and very anxious,” she added.
Meanwhile, Minji said that she wanted to “comfort” them despite her frustration that “nothing has been solved” about the situation. “I was so frustrated with myself for not being able to solve anything. I am so sorry that we’re going through this unnecessary trouble when there’s already not enough time in the day to focus on the good things,” she wrote.
Hanni, despite not speaking directly about the situation, did touch on Min Hee-jin’s dismissal. “I was originally just practising writing songs and lyrics with my guitar, but Bunnies… our members… our CEO [Min Hee-jin]… I am also struggling at this time, but I wanted to comfort everyone and get rid of all my heartache.”
September 4, 2024 – Fans call for HYBE to reinstate Min Hee-jin as ADOR’s CEO
Over 1,000 self-identified fans of NewJeans have expressed concerns about “the management shake-up” at ADOR and how that could “impact the group’s future” in an open letter to HYBE. According to Yonhap‘s “music industry sources”, the letter “demanded Min’s term as CEO be guaranteed until November 2026 under the [original] agreement”.
The letter also expressed disapproval of Kim Ju-young as ADOR’s new CEO, saying “they cannot understand” why Kim was chosen as Min’s replacement given her previous role within HYBE as its chief human resources officer and her alleged lack of experience in the entertainment industry.
According to The Korea Times, some fans of NewJeans have also lodged a formal police complaint against media outlet Dispatch, HYBE and its subsidiary Source Music for allegedly breaching the Personal Information Protection Act and the Information and Communications Network Act.
They claimed that HYBE and Source Music “illegally collected and leaked personal information related to Min Hee-jin and NewJeans”, which they alleged was fed to Dispatch for publication.
September 4, 2024 – NewJeans voice support for Min Hee-jin at awards ceremony
During their appearance at The Fact Music Awards in Osaka, NewJeans gave a shout-out to Min Hee-jin during their award acceptance speech. “We truly love and thank [former] CEO Min Hee-jin who always cherishes and protects us,” member Danielle said.
Hyein also added that she “want[ed] to say it one more time because it might be the last chance”, telling the audience that the group are “really, really grateful to our CEO”. “We love you so much,” she concluded.
