HYBE's previously owned black PR agency 'TAG PR' or 'The Agency Group PR' has been sued by half a dozen individuals who have been victims of an organized smear campaign.

In a preliminary ruling against TAG PR, Superior Court judge Michael Whitaker wrote that Justin Baldoni's lawyer and crisis publicist Melissa Nathan, CEO of TAG PR, are implicated in the creation of smear websites.

One of those websites previously revealed in another victim's deposition is minheejin.net. This website had posted numerous lies, such as "Min Heejin and Newjeans are criminals" or "Min Heejin, Newjeans and their fans are harassing people of Jewish Faith". ('minheejin.net' appearing in the complaint filed against officials of Tag PR, a former subsidiary of HYBE: Korean article 25.12.10, English article 25.12.11, follow-up Korean articles 1 25.12.19 and 2 26.01.23, related The Hollywood Reporter articles mentioning it 1 26.02.11, 2 26.04.21 and 3 26.04.30)

The judge noted:

• "There is a tangled web of connections between these sites and numerous others."
• There is a “conspiracy to smear various individuals."
• The lawyer may have been “involved in directing or otherwise effectuating all of those alleged smear campaigns.”

Among the evidence are audio recordings containing instructions to Melissa Nathan to smear the victims.

This ruling marks the 1st time a judge acknowledges the existence of a smear conspiracy targeting Min Heejin and others. The defamation lawsuit will proceed to trial after the court rejected the motion to dismiss it, citing sufficient evidence to prove the case.

It remains to be seen if Min Heejin will file her own lawsuit against TAG PR or HYBE.

Source: The Hollywood Reporter

5 minutes of wholesome Daerin ^ 💚💛

Newjeans are not afraid to call out Hybe and Bang Sihyuk.

Newjeans don't need Hybe to succeed.

Newjeans, who are teenagers, have the character and integrity to stand for themselves and others within and outside Hybe while their favs, who are grown-ups, stand for nothing.

All this talk about changing the idol industry or paving the way, but when it's time to walk the talk, everyone goes quiet. 🤫

And here's why:

When Newjeans speaks out, they are rallying support and building momentum for their activities now and in the future once they are free from Hybe. If they stay silent, they are slowly phased out and forgotten, and years later people ask, "What happened to NewJeans?"

When you are a celebrity and your professional image is your livelihood, you don't let a corporation walk all over you with smears and lies. You fight. You share your experience and tell your story. People remember voices, not silence.

Popular female idols like Blackpink or Twice are in their early 30s and are more successful than ever. Even lesser-known idols like S.E.S. Bada or S.E.S. Eugene who are in their 40s continue to appear in public, release music and tour.

With the right support, top idols don't fizzle out. For Newjeans who will be in their early 20s in a couple years, they have their whole life and a long career ahead of them.

Newjeans have fans fighting alongside them, the public empathizing with their misfortune, and professionals anticipating working with them again. They have Min Heejin's ecosystem ready to catapult them to superstardom once more. The whole world is yearning for their return as 5.

And that's only possible because in September 2024 and in November 2024, Newjeans stood up for themselves and made history.

The incident with the Illit manager instructing the group to ignore Hanni, and thus engaging in workplace bullying, has been discussed aplenty.

What is less talked about is Illit members' reaction when they are told by the manager to ignore Hanni.

Those are the Kakaotalk messages between Hanni and Min heejin released in court last year, describing the uncomfortable altercation:

---

Chat Log

PM 10:32

1. Hanni: Well... I was just out in the 4th floor hallway practicing some dance moves, you know where the elevator room is?
2. Hanni: There, three ILLIT members and their manager came out, and I greeted them as usual!!
3. Hanni: The four of them went into the styling room while I stayed in the hallway!!
4. Hanni: Since it was almost time to leave

PM 10:33

5. Hanni: But then about 5-10 minutes later...?

PM 10:34

6. Hanni: Those four came out of the styling room again, and I heard the door open, followed by their manager
7. Hanni: saying, Just pretend you don't know her and walk past.

PM 10:35

8. Hanni: I can't remember if those were the exact words, but it was something like that.

PM 10:36 (Partial timestamp visible)

9. Hanni: So when they passed by, the manager completely avoided looking at me, and one member just looked towards the manager while saying something like "Yes yes...I'll just pretend I don't know her"

PM 10:36

10. MHJ: While you were greeting them?
11. MHJ: Was the manager telling them not to accept your greeting
12. MHJ: ?
13. Hanni: "Another one gave an awkward greeting while avoiding my eyes, and the last one did greet me but seemed very hesitant"
14. Hanni [Reply to “Was the manager telling them not to accept your greeting”]: I'm not sure
15. Hanni: Of course I did (greet them)!! I did!!

PM 10:37

16. MHJ: [unknown - chat bubble cropped out]
17. Hanni [Reply to: "But what's the part you're most certain about?"]: That the manager said those words…
18. MHJ: “Ignore her”
19. MHJ: This?
20. Hanni: Well...there's really no need for us to be like this with each other

PM 10:38

21. Hanni: Personally, it felt weird when the manager said something like that

PM 10:39

22. MHJ: The words were said loud enough to hear
23. MHJ: Then everyone ignored you?
24. Hanni: Yes... That's what they said as they were coming out after I heard the door open
25. MHJ: Did all the ILLIT members ignore you?

PM 11:04

26. Hanni: see i totally understand why the girls would be uncomfortable and awkward when they see us because there's been so much rivalry between our teams in the media and inside the company so i fully get that

PM ?? (No Specific Timestamps Visible) - These messages appear to be stitched together in the screenshots with no clear timestamps, making it impossible to determine their exact timing or order: 

27. Hanni: So rather than feeling bad, it was honestly... kind of funny,
28. Hanni: It just made me think once again, 'Ah, we're really working with such great people'

PM 11:18

29. Hanni: I really don't care about them at all
30. Hanni: So if you're worried about that, don't be!

---

Summary:

1, Hanni describes the flow of the conversation between the manager and 3 Illit members as they leave the room

2. The manager gives instructions along the lines of "Just pretend you don't know her and walk past".

2.1. Human memory remembers the substance of a conversation a lot better than the exact verbatim used, it's normal, explaining Hanni's next sentence: "I can't remember if those were the exact words, but it was something like that."

3. Illit members' reactions to the manager's instructions differ:

3.1. 1st member reacts by saying "Yes yes...I'll just pretend I don't know her"
3.2. 2nd member reacts by giving "an awkward greeting while avoiding my eyes"
3.3. 3rd member reacts with a "greet me but seemed very hesitant"

4. Min Heejin is understanding and asks questions, as any sensible adult would.

5. Hanni appears visibly hurt but chooses to stay optimistic, making the best of a bad situation, explaining sentences like "So rather than feeling bad, it was honestly... kind of funny, It just made me think once again, Ah, we're really working with such great people" and "I really don't care about them at all, So if you're worried about that, don't be!"

---

Conclusion:

According to this evidence, it can be understood that at the very least the 1st Illit member agreed and participated in some capacity in Hanni's bullying by saying "Yes yes...I'll just pretend I don't know her".

Furthermore, Illit members' questionable reactions were never mentioned publicly. It appears Hanni, despite feeling wronged, intentionally omitted that information during the Youtube livestream and at the National Assembly to protect Illit members.

Newjeans' law firm Sejong also redacted the most controversial part "Yes yes...I'll just pretend I don't know her" during court proceedings, it was Hybe/Ador that showed that part.

Belift Lab also investigated themselves (?!), and the CCTV footage showing that interaction subsequently mysteriously disappeared.

---

So what do you think? Did Illit bully Hanni?

If you are feeling a bit lost about what's going on with Newjeans or you want a refresher, you have come to the right place. Let's get to it. ~10min read.

---

MAIN CHARACTERS:

Bang Sihyuk, chairman and founder of HYBE— calls the shots.

Min Heejin, superstar art director and producer— Newjeans' CEO.

Minji, Hanni, Danielle, Haerin, Hyein— the Newjeans we love.

---

MEGA TLDR— Spoilers!

>!Bang Sihyuk hires Min Heejin to use her / steal her work for his own gains.!<

>!Min Heejin fights back but gets pushed out.!<

>!Newjeans is left to fend for themselves to survive, attempts to escape the boogeyman house but fails.!<

---

THE STORY:

---

——2019: Min Heejin joins HYBE.

Min Heejin, thereafter MHJ, leaves SM ent company, where she joined as a graphic designer in 2002 before becoming the general creative director of all SM ent groups until 2018.

• MHJ—"I want to create my own girl group."
• A wild Bang Sihyuk appears, thereafter BSH— "I suck at girl groups, pls help, I hire you."
• MHJ—"Mhm."
• BSH, on his knees—"I beg you, I'm a big fan, let's create Min Heejin's world. I call your parents, they cool."
• MHJ—"Ok."

Min Heejin joins BIG HIT music as chief brand officer. She leads the rebranding of BIG HIT into HYBE, as well as the design of the new headquarters building. Her slogan: HYBE, We Believe In Music.

---

——2019-21: Newjeans joins HYBE.

Minji, Hanni, Danielle, Haerin, and Hyein join HYBE as trainees through a combination of auditions.

Hanni joins through MHJ's plus global audition which Minji (SOURCE music trainee, another HYBE sublabel) stars in (trailer 1, trailer 2, trailer 3, other teasers + fan theory). Others join later through street casting (Haerin), transfer (Danielle, ex-YG trainee) or scouting (Hyein)— They train and study hard. 💪

BSH and MHJ have some disagreements about the girl group's direction that last a year.

• BSH—"Your plan sucks, I want Billie Eilish."
• MHJ—"Billie Eilish can't do. I'm going to make a girl group with the style I like."
• BSH—"No."
• MHJ—"Ok, I leave."
• BSH—"Don't be like that. I give you the sublabel ADOR and you make your girl group, but in exchange I own you (you don't know it yet kekekeke)."
• MHJ—"Ok."

ADOR is founded as an independent subsidiary under HYBE, with HYBE controlling a 100% equity stake.

Minji, Hanni, Danielle, Haerin, Hyein are transferred to ADOR.

• BSH—"Can you step on / crush this other girl group?"
• MHJ—"Awkward laugh"

---

——2022-24: Newjeans' debut and rise to superstardom.

Minji, Hanni, Danielle, Haerin, Hyein debut—"We are Newjeans."

Newjeans' immediate success— Loved by everyone 💕, 1st place in everything 🏆

MHJ's branding and direction + BANA's music (independent music label not affiliated with HYBE) + Newjeans' sincerity and likeability = Winning.

By the end of summer, the Newjeans phenomenon is everywhere, captivating Kpop fans and non-fans alike.

Newjeans is said to have brought back the cool and the naturalness of earlier Kpop generations, and to have reshaped the Kpop grammar. 'Like a group of friends dancing together', the Newjeans style can be described by soft vocals, higher bpm music, bouncy freestyle-like choreography, stage roleplay, minimal makeup, customized streetwear & sportswear and designer clothing, a girl-next-door image, gen z sensibility, and a sense of aesthetic inspired by 90s and 2000s pop culture, magical girl themes, the Y2K wave, and social media influencers. Newjeans is credited for popularizing creative album design, practical merchandising, and pop-up stores. Their influence expands into the fashion and advertising worlds with numerous collaborations with some of the most renowned fashion houses and other mega global brands.

Newjeans goes on to release the albums 'Newjeans' in 2022, 'OMG' and 'Get Up' in 2023, 'How Sweet' and 'Supernatural' in 2024 to commercial success and critical acclaim. They perform at Lollapalooza USA and Summer Sonic JPN in 2023 and sell out Tokyo Dome JPN in 2024. 🎤

• BSH, after Newjeans' successful debut—"..."

Months later.

• BSH, after Ditto's success—"Are you having fun?"
• MHJ—"Awkward laugh"
• BSH—"Why are you laughing? I'm really curious."
• MHJ—"What? What are you curious about?"
• BSH—"I'm asking if you are having fun."

MHJ and associates acquire a 20% equity stake in ADOR amid contract revisions following Newjeans' success. Later, MHJ attempts to renegotiate this contract after discovering a hidden clause blocking her from competing in the entertainment industry for life.

---

——2024: Conflict, Sabotage, Min Heejin's dismissal.

The contract renegotiations stalled. MHJ wants the non-compete for life clause lifted, assurance her work will be protected, and better compensation.

Shortly after, another HYBE group debuts and disagreements between HYBE/BSH and ADOR/MHJ that had been brewing creep into the open.

• MHJ and Newjeans' parents send internal complaints to HYBE—"Stop doing bad things like discrimination, plagiarism and album sales manipulation" (letter 1, letter 2, parents' letter)
• HYBE replies—"No. We audit you. Also resign."

HYBE leaks everything and writes a lot of mean things about MHJ and, by association, Newjeans in the press.

MHJ is very mad— Hip-hop press conference! 🧢

• Complains about her slave shareholder contract—"HYBE owns me, I can't leave, non-compete for life."
• Exposes Bang Sihyuk for the bully he is—"He steals my work, he don't greet Newjeans, he interferes and don't promote Newjeans, we suffered a lot."
• Says HYBE sucks a lot.

HYBE doubles down.

• HYBE—"Cool story bro. I told you to step down. I'm calling the cops."
• MHJ—"Idc. Also, I block you with an injunction."
• BELIFT LAB, another HYBE sublabel—"Newjeans? Never heard of it. Our group is original. I sue you."
• SOURCE music—"I don't know why I'm here. I sue you just because."
• BELIFT LAB—"Actually, I know Newjeans, they suck, they copy everybody. Also Min Heejin can suck it."
• BSH personally writes a petition to the court—"Pls, MHJ is evil, do something."
• Injunction court rules in favor of MHJ anyway. 🤣
• HYBE—"Ha. We respect the court decision..."

3 months later, HYBE doesn't respect the court decision and dismisses MHJ.

MHJ's shareholder contract is unilaterally terminated, and she is demoted from her general manager and producer positions. She remains an internal director.

Newjeans' future plans, including a Korean fanmeeting at the Seoul world cup stadium, Halloween singles, their 1st full album, and a world tour, are halted or cancelled.

• HYBE CEO—"I'll give Newjeans a 1.5-year 'vacation'."

---

——2024: Newjeans speaks up, takes action.

Newjeans, who had remained silent until now, decides to take matters into their own hands.

Shortly after MHJ's dismissal, they start an emergency livestream on Youtube, on a burner channel, to voice their grievances with HYBE and ADOR's current management. 🙋‍♀️

• Hyein—"This matter affects our lives, it's not right for us to be the only ones hiding."
• HYBE/ADOR won't listen to us, we tried.
• HYBE/ADOR do a lot of bad things like discrimination, ostracization not only from BSH but also from other employees, harassment toward our staff, infringement on our work, personal information was leaked...
• We are worried and afraid.
• We trusted MHJ, there is no one to protect us anymore.
• Hyein—"HYBE/ADOR says this is for Newjeans or they care for the members, but how exactly were those actions for Newjeans❓"

Newjeans demands for MHJ to be reinstated and for ADOR to return to the way it was before. Also hints at contract termination if their demands are not met.

Newjeans' parents are giving interviews to the press. Newjeans' fandom, led by the TeamBunnies group, mobilizes and crowdfunds to file complaints and lawsuits. MHJ files another injunction to get reinstated that gets dismissed without a ruling; it's above the judge's pay grade.

In the midst of all this, Hanni's complaint about workplace bullying is selected as an item to be discussed at the National Assembly as part of the agenda to improve labor laws for freelance workers in South Korea. Hanni attends and testifies. (alternative full version video)

• Hanni—"I am now sure that our company hates us."

A month passes.

After trying everything to restore ADOR, MHJ eventually resigns and leaves ADOR and HYBE. 🚪🚶‍♀️‍➡️She also files a countersuit against the invalid termination of her shareholder contract.

Newjeans finally holds a press conference to announce the termination of their exclusive contract with ADOR. 📄👉🗑️ Following ADOR's failure to reply in due time and correct the contract violations listed in the letter Newjeans had sent 14 days prior, Newjeans exercised their rights to terminate their contract.

• Hanni—"ADOR which lacks both the willingness and the ability to protect Newjeans has failed to fulfil its contractual obligations. [...] That's why we, the 5 of us together, have agreed to leave Ador."
• Haerin—"We have not violated our contract nor committed any breach of it. On the contrary, it is ADOR and HYBE who have violated the contract which has led to the current situation. The responsibility lies entirely on ADOR and HYBE."
• Danielle—"We are well aware we may not be able to use the name Newjeans anymore. [...] Regardless of our name, just remember that Newjeans never dies."
• Minji—"I think it’s courageous people who change the world and live their lives with greater independence. Having the courage to act on what you truly want, without weighing and calculating how much you can accomplish, isn’t something everyone possesses."
• Minji—"I believe that if you don’t take initiative to solve your own challenges, nothing will change, and no one else will do it for you."
• Minji—"Of course, many challenges still lie ahead, and we don’t know what obstacles we may face. But the five of us have decided to unite, gather our strength, and embrace the challenges to come."

---

——2024-25: Newjeans leaves HYBE and redebuts as NJZ.

Newjeans independently fulfills pre-existing schedules like year-end award shows or obligations with advertisers for another month.

• Newjeans—"I do this one last time, then I leave. Done. Ok bye."
• ADOR—"No0OO! yoU CAnt D0 tH1s111!! I sue you!

Newjeans opens the meme instagram account jeanzforfree to connect with fans. 😎

Newjeans reveals their new group name NJZ with new concept photos. 🤯. The concept photos are inspired by the red-eyed rabbit, a symbol for divine illumination and rebirth. jeanzforfree becomes NJZ_official.

NJZ speaks to CNN about their new group name and what to expect. (alternative CNN article)

• Hyein—"We have gone through a lot and matured, I think that will be reflected in our new style."

NJZ teases a new song Pit Stop. 🏎️🏁 A pit stop is a short break the car takes to refuel or change tires in motor racing, representing at the same time continuity and a fresh start for Newjeans. (NJZ account 1, NJZ account 2)

NJZ's parents also open an instagram account NJZ_PR to post rebuttals on behalf of NJZ to all the lies and other personal sensitive matters like leaked visa information HYBE and ADOR continue to spread through the press.

NJZ headlines the festival ComplexCon Hong Kong 🎤 and performs their new song Pit Stop.

NJZ announces hiatus at the end of the ComplexCon stage.

• Danielle—"Standing up for our dignity, our rights... and everything we deeply care about is something we had to do, and that belief will not change."

2 days before ComplexCon, the injunction court had ruled in favor of ADOR, temporarily blocking NJZ's independent activities while waiting for the main lawsuit.

NJZ speaks to TIME (alternative TIME article) and to BBC (alternative BBC article) why they spoke out.

• Hanni—"HYBE has a lot of power and control over the Korean media, we are thankful a lot of media outlets from overseas have gotten interested in our situation and are open to hearing what we have to say."
• Hanni—"We are against the morals of HYBE and how the company functions and works."
• Hanni, to the rumor they are not doing that by themselves—"Because we are really young, it's an easy way to devalue the fact we are trying to do something about this issue."
• Hanni—"We have always said to each other, if one person doesn't want to do it, then we are not going to do it."
• Hanni—"If it changes the K-pop industry, it does. If it doesn't, it just won't, and that's what it will be. Whether it changes the K-pop industry or not, I think we are really proud of ourselves."

Their new song Pit Stop was never officially released.

---

——2025-26: Hiatus, Return to HYBE, Dungeon.

NJZ stops all commercial activities and goes MIA.

Throughout the year, fans occasionally spot the members of NJZ out in public and ask for photos or autographs. Minji and Hanni are seen traveling abroad together, Danielle is seen traveling with her family or with her new running group, Haerin is seen at the dentist, and Hyein at the subway.

Months pass by.

NJZ loses the 1st instance ruling in the lawsuit to confirm the validity of the exclusive contract filed by ADOR. 👩🏻‍⚖️ The court states ADOR appears to be able to reasonably fulfill its managerial duties going forward, regardless of everything else. (That's the go-to ruling with contract disputes if the agency is not financially impaired, has provided financial settlements, and there is no extreme case of physical abuse.)

The members of NJZ initially object to the court decision before finally abandoning their right to appeal. The ruling is final, and NJZ returns to ADOR. It is reported ADOR/HYBE and their law firm pressured some parents to give up the appeal.

NJZ's independent activities end.

• ADOR—"Pls, your honor, we have a new album ready and everything, pls, tell Newjeans to come back, we miss all the members so much!"
• Newjeans—"After careful discussions, we have decided to return to ADOR. We will continue to meet our fans with sincere music and performances."
• ADOR—"I was joking! I sue you, and you, and you. Everybody gets a lawsuit!"

ADOR terminates Danielle's exclusive contract and sues her. They also sue her mother, MHJ, the ex-staff, the fans, random youtubers... everybody.

Danielle opens a new instagram account Dazzibelle and a new youtube channel Dazzibelle, goes live to address her fans (Youtube live & Instagram Live with a different filter & english translation), and posts a letter thanking everybody.

• Danielle—"I fought till the very end to be together with the members, and that truth stays with me."
• Danielle—"Minji, Hanni, Haerin and Hyein will always be my home, my family. The bond we share remains unshaken. It was built with love, respect, and memories that will stay with us forever."
• Danielle—"Thank you for staying, thank you for trusting, thank you for walking with me. Let's keep going together."
• Danielle—"This is only the beginning."

MHJ is found innocent following the conclusion of the police investigation (yes, HYBE had really called the cops) and she goes on to win the countersuit regarding the unjust termination of her shareholder contract in the 1st trial. 👩🏻‍⚖️ The court rules her termination and dismissal are invalid. The court states MHJ successfully carried out her duties as CEO of ADOR to protect ADOR and Newjeans' interests, HYBE is responsible for the conflict, the claim BELIFT LAB had plagiarized Newjeans is not unreasonable, the claim HYBE engaged in album sales manipulation is credible, and her complaints are justified.

• MHJ—"Do you want to settle now? Take Danielle back and I give you all the money I won if you want, I don't care about that lol."
• HYBE—"🖕"
• MHJ—" ¯\_(ツ)_/¯ "

---

——2026: Where are they now?

Bang Sihyuk is under criminal investigation for financial fraud. He is banned from leaving the country, his assets are frozen, and several arrest warrants have been issued.

Min Heejin has founded her new company OOAK Records and will launch a new boy group in earnest in the near future.

Danielle is on hiatus while the legal proceedings are ongoing. She teased a song demo on her birthday.

Minji Hanni Haerin and Hyein are in the dungeon. ADOR has blocked all communication, and all activities are suspended. It has been 6 months since they returned to ADOR. Newjeans' contract ends in 2029.

Haerin and Danielle were allegedly spotted together by an international student back in October last year. The photo appears to match Haerin's recent Birthday photo.

Image 1: Haerin and Danielle together

Image 2: The post the photo is from, with the date

Image 3: Haerin's birthday photo

Image 4: Same cap, same color, same logo

Image 5: Handbag Haerin has worn before, appears similar

Image 6: The different tops can be explained by Haerin wearing 2 tops on top of each other in the birthday photo and only 1 in the sighting photo. (or only 1 visible from the back if she is wearing a backless tank top like this one)

Image 7: Another birthday photo taken at the beach, likely around the same time at the same location.

TLDR: Haerin sent Ador photos of her spending time together with Danielle for Ador to post on social media.