Le Sserafim, left, ILLIT and NewJeans, girl groups under HYBE's subsidiary labels / Courtesy of Source Music, Belift Lab and Ador
The K-pop industry is witnessing escalating tensions and a complex web of controversies as new and established girl groups go through the various challenges of fame and the expectations of fans.
The latest conflicts involving ILLIT, Le Sserafim, and NewJeans have led to accusations of plagiarism and malicious defamation appears to be becoming increasingly common.
Fans and detractors have been quick to point out the similarities not only in specific songs but also in music videos, fashion and overall concept aesthetics. This has created a toxic environment where groups are constantly pitted against each other.
The controversy has intensified after a recent video statement by Kim Tae-ho, CEO of Belift Lab, the agency representing ILLIT.
On June 10, Kim released a 28-minute video titled "Belift Lab's Position on Plagiarism Claims" on a temporary YouTube channel, countering accusations made by Min Hee-jin, CEO of Ador, the agency behind NewJeans.
Min had claimed during a press conference on April 25 that Belift Lab had copied the production formula of NewJeans in creating ILLIT. The video was released more than a month after Min's allegations, further fueling the dispute.
In the video, Kim refuted the plagiarism claims, saying, "When discussing ILLIT's plagiarism, some also claim that NewJeans has plagiarized."
However, his attempt to defend ILLIT backfired, exacerbating existing tensions among fans of the HYBE-affiliated girl groups. The video's claim that NewJeans' debut outfits resembled BLACKPINK's past wardrobe, was widely criticized as an overreach.
Kim Tae-ho, CEO of Belift Lab, speaks in a video released on YouTube on June 10. Captured from YouTube
Plagiarism accusations intensify
Industry experts and commentators have widely condemned the video, describing it as a "misguided move," a "self-destructive act," and "the worst possible response." They pointed out that instead of providing a clear explanation, the video only intensified the controversy and conflict.
The decision to drag other K-pop groups like BTS and BLACKPINK into the debate was also seen as being too much.
Music critic Jung Min-jae said, "There was no clear explanation to convince the public, only an appeal to emotions claiming 'we have been wronged,' making it hard for the public to empathize."
The escalating conflict underscores the competitive and often contentious nature of the K-pop industry, where the success of new groups can provoke intense scrutiny and rivalry.
As legal battles loom, the industry watches closely to see how this dispute will unfold and impact the reputation and careers of those involved.
Kim Do-heon, a cultural critic, said, "If ILLIT were to showcase truly unique and outstanding content, the public would naturally recognize that ILLIT is not just a 'NewJeans copy.' It's hard to understand why they chose to reopen this issue."
Comparison images of ILLIT, above, and NewJeans' choreography / Captured from YouTube
New groups struggle to find their place
The dominance of major K-pop agencies has left little room for new rookie girl groups. With NewJeans, ILLIT, and Le Sserafim dominating headlines, groups like Young Posse and Kiss of Life, known for their distinct skills and styles, are struggling to make a mark.
Young Posse's “XXL,” a tribute to Seo Taiji and Boys' “Comeback Home,” showcased their unique blend of old-school hip-hop, while Kiss of Life has carved out their identity with strong vocals inspired by the 1990s and 2000s R&B. Despite their talents, neither group has cracked the top 40 on Melon's weekly charts this year.
The gap between 4th-generation girl groups continues to widen, prompting some to boldly declare themselves as part of the 5th generation. This move is seen as a strategy to differentiate themselves from the established 4th-generation acts. Kiss of Life, for instance, recently introduced themselves as a “5th-generation, four-member girl group” on MBC's music show "Song Stealer."
“SM, JYP, YG, and HYBE have raised the stakes so high that groups debuting now seem to be guaranteed success from the outset," critic Kim Do-heon said. "There is a significant gap in recognition between rookie groups from major agencies and those from smaller labels, making ‘5th generation' marketing seem like an empty concept.”
K-pop girl group Kiss of Life / Courtesy of S2 Entertainment
Legal actions intensify amidst fan wars
Amid the ongoing disputes, Ador, Source Music, and Belift Lab have taken firm legal stances against malicious commenters. On June 5, Ador announced legal actions against defamatory comments and false information related to NewJeans.
Source Music disclosed on June 7 that individuals convicted for writing malicious posts or comments had been fined up to 2 million won.
Belift Lab followed on June 10, filing police complaints against hundreds of individuals for defamation, insults, sexual harassment, false information dissemination, and malicious slander targeting ILLIT.
These legal measures underscore the darker aspects of fan culture in K-pop, where intense loyalty can sometimes lead to harmful behaviors.
As these companies continue their legal battles, the industry watches closely to see how these actions will reshape the dynamics among the groups and their fan bases.
This article from the Hankook Ilbo, sister publication of The Korea times, is translated by generative AI and edited by staff of The Korea Times.