![[theqoo] NEWJEANS – ILLIT’S PLANNING, DESIGN, KEYWORDS ARE ALL SIMILAR… PLAGIARISM CONTROVERSY GROWING](https://blogger.googleusercontent.com/img/a/AVvXsEh8WKFpTPW2OZXy5VbsJOBAQDphwqDoetrcQSZ9OjQtnVmZlheNOpxTaX9gMO8Oca__LKcFDXsg-sbCDEuBGSg2L_7W6TDw9f-6eHqJnnWmekcaHp5Egcm24PvRmqTkCidI5deio-CK9pKi5HMANoAuThSILTskozn2FuUIGpSCnqlm7R62iJvfABt43yj1=w1200-h630-p-k-no-nu "[theqoo] NEWJEANS – ILLIT’S PLANNING, DESIGN, KEYWORDS ARE ALL SIMILAR… PLAGIARISM CONTROVERSY GROWING")
NewJeans’ proposal provided by informant
ILLIT’s proposal provided by informant
Former ADOR CEO Min Heejin has raised controversy by claiming that HYBE’s subsidiary Belift Lab’s girl group ILLIT plagiarized NewJeans. On the 11th, The Hankyoreh obtained and compared the “Belift Lab’s New Girl Group Plan” (ILLIT plan) and the “2021 Team Launch Strategy” (NewJeans plan), finding significant similarities between the two, particularly in document design and strategy.
The similarity in design is especially noticeable. The fonts and design look similar, as if they used the same template. Both plans also feature the frequent use of circular motifs. The NewJeans plan was reportedly designed and written by Min Heejin herself in May 2020 using Keynote (a presentation software) while she was HYBE’s Chief Brand Officer (CBO), and it was presented to the company’s executives. Upon investigating whether HYBE as a whole uses the same template, it was confirmed that each label uses different templates.
The key differentiation points suggested for both groups—NewJeans and ILLIT—also align, described as “sense of belonging” and “sense of admiration.” To achieve this, NewJeans proposed the strategy of using “teen influencers,” while ILLIT used the keyword “creators,” which are essentially the same concept. Both documents cite the same example of popular American YouTuber Emma Chamberlain. Furthermore, both plans suggest using short-form content and developing practical merchandise that aligns with the public’s lifestyle, creating further overlap. One music industry insider remarked, “It seems they changed ‘influencer’ to ‘creator’ to avoid plagiarism accusations, but it’s essentially the same strategy.”
A notable point is the difference in when the documents were created: NewJeans in 2020 and ILLIT in 2023. Given how quickly the K-pop market evolves, even within a few months, many find it hard to believe that documents produced three years apart would be so similar. An industry insider involved in girl group planning noted, “It seems the market analysis and strategic direction of the two documents are very similar. It’s rare to debut girl groups using nearly identical planning documents, especially when the design, logic, and strategic direction are so alike.”
Earlier, on the 11th of last month, former ADOR CEO Min Heejin’s side released a recording from a whistleblower within HYBE, claiming that she had shared the NewJeans planning document with Belift Lab. In the recording, she stated, “I really couldn’t have imagined they would create something exactly the same.” In response, Belift Lab countered, saying, “The branding strategy and concept for ILLIT were finalized and shared internally on July 21, 2023. The whistleblower sent the so-called ‘planning document’ to Belift Lab on August 28, 2023, which was after this date, so it could not have influenced ILLIT’s concept.” Belift Lab has filed a lawsuit against Min Heejin for obstruction of business and defamation and has also initiated a civil lawsuit in response to her plagiarism allegations.
1. What is Serian Heu doing? Didn’t she post that middle finger meme? (T/n: pic for ref)
2. Do they not have shame?
3. Does nobody in HYBE have any shame?
4. The fact that they did all that and still proceeded to sue Min Heejin is f*cking funny. Low-HYBE, go down
5. Look at how tacky everything they stole becameㅋㅋㅋㅋㅋㅋㅋㅋㅋㅋ
6. Wow this is too much
7. Just why did Serian Heu post that middle finger meme?
8. Irrefutableㅋㅋ
9. HYBE pulling off a HYBE. Not surprised
10. HYBoongies; just dissolve your business already and stop being a blockage to these young kidsㅋㅋ
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