The ILLIT vs NewJeans controversy just keeps getting uglier

The ILLIT vs NewJeans controversy just keeps getting uglier. On June 10, Belift Lab released a video denying any similarities and the plagiarism allegations thrown at them regarding ILLIT and NewJeans. That video did not go over well with the general public. People responded with their dollars, and the company’s stock dropped considerably. HYBE’s stock price dropped 2.2% on June 11 in response to the video. HYBE is the parent company of Belift Lab, which ILLIT is signed to.

 

This controversy has been a public relations nightmare for Belift Lab. It seems like every step they take in response to the allegations makes fans angrier. In addition to the video that they released, they are also suing Min Hee Jee (the CEO of ADOR who raised the plagiarism concerns) and others who have been involved in the discussions. 

 

We will see if the old adage “all publicity is good publicity” will end up holding true for Belift Lab, or if there will be some lasting consequences for this whole debacle.