In the fast-paced world of K-Pop, where success can skyrocket or plummet overnight, brand reputation rankings serve as a crucial barometer of a group's popularity and public perception.
For NewJeans, a rising star under the creative helm of ADOR CEO Min Hee Jin, the rollercoaster ride from meteoric rise to sudden fall has left fans and industry insiders questioning the credibility of these rankings.
Debuting in mid-2022, NewJeans swiftly ascended the ranks of the Korea Brand Reputation Research Institute's monthly charts.
By December of that year, they had clinched the #1 spot on the girl group brand ranking, marking a phenomenal achievement for a rookie group.
Throughout 2023, their dominance seemed assured, maintaining #1 for most months and garnering global acclaim with their music and performances.
However, 2024 presented an unforeseen twist.
Starting the year strong at #2 on the girl group chart and #9 for singers, their positions have since spiraled downward.
February saw them drop to #7 among girl groups, followed by fluctuations that culminated in a shocking #23 ranking in June.
SOURCE
Meanwhile, their singer ranking plummeted to a dismal #90, signaling a stark contrast to their previous standing.
Speculation surrounds the timing of NewJeans' decline, coinciding with a high-profile feud between HYBE Labels, home to global sensations like BTS, and ADOR, helmed by industry visionary Min Hee Jin.
This rift, often veiled in corporate diplomacy, has sparked rumors of behind-the-scenes manipulation affecting brand reputation scores.
Allegations of bias and opaque methodology have further fueled doubts among fans and industry pundits alike.
Netizens have not minced words in response to NewJeans' sudden plunge in rankings.
Online discourse paints a picture of disbelief and frustration, with many questioning the authenticity of these metrics in reflecting true popularity versus corporate agendas.
The disparity between NewJeans' continued online presence, extensive brand endorsements, and their plummeting chart positions has only intensified calls for transparency and reform in how these rankings are determined.
KpopStars owns this article.
Written by Cassidy Jones.
