In a recent development, Min Hee Jin has accused LE SSERAFIM of stealing a luxury brand deal from NewJeans.

On March 17, 2024, ADOR revealed the email that they sent to HYBE Labels regarding their issues with LE SSERAFIM and ILLIT in regard to their artist, NewJeans. During the email, they recounted how this situation occurred.

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In the email, ADOR notes that there were several instances where HYBE's business operations failed to meet business expectations. They then mention that since their debut, NewJeans has received several love calls and advertising proposals from different brands.

If things turned out well, NewJeans would have been able to represent several brands by now. However, due to issues raised by HYBE's Brand Synergy Business Team, there were several unnecessary disputes with advertisers and brands.

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Whenever these types of situations arose, ADOR raised the issue internally. However, HYBE showed no signs of improvement, and the matter was only resolved during an incident of defamation.

They then recalled how a conflict of interest emerged after HYBE pursued a contract for LE SSERAFIM with a luxury brand. However, that luxury brand was already in negotiations with NewJeans. According to Min Hee Jin, the Brand Synergy Business Team reportedly disclosed the contents of ADOR's contract with the brand, accompanied by lies.

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ADOR accused HYBE's Brand Synergy Business Team of favoritism towards a specific artist, pointing out that they should be treating each label equally, However, it was only after cases of favoritism were exposed that they accepted ADOR's objection and refunded the agency three months of fees.

ADOR recounted how difficult the cancellation process of the contract was because although they paid a commission equivalent to an external business, ADOR, and HYBE are still in the same corporation under the same joint venture. Following the cancelation, rumors within the label circulated, claiming ADOR is a difficult label to work with.

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Though unconfirmed, many believe the luxury brand referenced in the email is none other than the French fashion house Louis Vuitton. Currently, LE SSERAFIM is the global brand ambassador of the brand.

What do you think of the situation? Tell us in the comments below!

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Written by Alexa Lopez