In a recent social media uproar, netizens have accused HYBE, the powerhouse behind global sensations like BTS, of initiating a campaign to erase NewJeans from the public eye.

So Hybe @HYBEOFFICIALtwt manipulated the ranking, erasing NewJeans. https://t.co/x31bcOECHS https://t.co/KxMf7XnrtB

— 𝚌𝚑𝚊𝚎𝚕𝚘𝚛🌙 (@_chaelormoon) May 12, 2024

The controversy erupted following the circulation of various news headlines suggesting a decline in NewJeans' popularity and the rise of a new girl group, ILLIT, purportedly poised to replace them.

This actually makes sense. She got annoyed that someone else was able to use the same formula as her to make a successful group. Her main concern was probably illit replacing newjeans due to similarity in their concepts https://t.co/0P4VBcXcWP

— Kun ✨ (@espressoingme) April 22, 2024

The catalyst for the outcry was a viral post titled "HYBE Has Begun Erasing NewJeans," which showcased a series of headlines from news articles.

Among them, one claimed that ILLIT had surpassed NewJeans in brand power, citing a viral poll where over 100,000 Koreans allegedly voted.

However, the authenticity and methodology of this poll have been called into question by skeptical netizens.

Let’s start with ILLIT replacing NewJeans lol

— fake (@FelixThaw) May 3, 2024

One particular headline, referring to NewJeans as "Unnies" in comparison to ILLIT, drew ire for seemingly misrepresenting the age dynamics between the two groups. Despite NewJeans being relatively younger, the use of "Unnies" suggested a significant age gap, fueling accusations of biased reporting and deliberate manipulation by HYBE.

Hybe what are you doing to NewJeans? Why did you treat NewJeans like that? They earned the money for you and now you want ILLIT replacing them? fck ILLIT! Fck Hybe!

— An Tĩnh Phong (@mrcphampham1006) April 24, 2024

The response from netizens was swift and impassioned, with many condemning what they perceive as HYBE's orchestrated media play to undermine NewJeans' achievements and promote ILLIT.

yall be saying payola as a drag but the way no real payola is happening 💀 (payola is bribing radio stations to play your songs so they get more air time) whats happening here is hybe 1) promoting illit after literal months of ignoring them and 2) fashion brands recognizing them

— hello naolin !! (@takafunaya) February 22, 2024

Comments flooded social media platforms, expressing frustration and disbelief at what they perceive as a smear campaign against the established girl group.

people on tiktok r so mad that hybe is promoting illit like its not that serious pic.twitter.com/sL82mAjo9N

— metamorphic rina 🎀 (@poppyseeun) March 16, 2024

READ MORE: Did ILLIT 'Copy' NewJeans 'Ditto' Outfits? K-Netz Discuss

Moreover, netizens pointed out previous instances of what they term as "media play" on various online platforms, further heightening suspicions of HYBE's intentions.

music wise, mixed quality, but undoubtedly interesting prospects for the upcoming landscape of 4.5/5th gen ggs. remember to boycott hybe so that includes illit, make your stream matter to them! and be conscious with your relationship with promoting/streaming groups with minors pic.twitter.com/SIhnvUFyYr

— cricket LOVES or HATES ⛱️ H1-KEY 06/19 (@mccnlightaria) April 1, 2024

Some even speculated that ILLIT was specifically created to replace NewJeans, alleging a concerted effort to diminish the latter's unique identity and legacy.

Now THIS IS THE DRAMA I LIKE.
Now personally I think they should have a performance battle and whoever wins gets to continue promoting while the loser has to disband. Hybe’s monopoly is going down, A NEW KPOP ERA IS COMING LET THE BATTLE ROYALE BEGIN!!! #NewJeans #ILLIT https://t.co/9gmUKZzgbM

— ÆDEN (@AE_Edenn) April 22, 2024

The controversy underscores the intense scrutiny faced by entertainment companies in South Korea and the ever-present tension between corporate interests and artistic integrity.

While HYBE has yet to respond to the allegations, the fervent outcry from netizens signals a growing demand for transparency and fairness in media representation within the K-pop industry.

Now I understood why Hybe was promoting Illit payola and everything for them. Illit is literally the copycat of Newjeans but managed by Hybe

— Jhunnu (@Jhunuuu121521) April 22, 2024

As the debate rages on, fans and observers alike are closely monitoring developments, eager to see how HYBE addresses the accusations and whether NewJeans will weather this storm of controversy with their reputation intact.

ALSO READ: Can ILLIT & LE SSERAFIM Recover Their Image? K-Netz Discuss Groups' Future

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Written by Cassidy Jones