NewJeans and ILLIT Under Scrutiny For Strikingly Similar Project Ideas Sparking Plagiarism Concerns

Plagiarism Dispute Unfolds Between HYBE Subsidiaries Over ILLIT and NewJeans Plans.

A controversy is brewing between Belift Lab's ILLIT and HYBE's NewJeans over striking similarities in their group planning documents, raising questions about potential plagiarism. On November 11, Hankyoreh revealed that the "rookie girl group project plan" for ILLIT closely mirrors the "2021 team launch strategy" for NewJeans, particularly in design and strategy.

The documents share remarkable visual similarities, with both using the same font, layout, and circular design elements. The NewJeans plan was crafted by former ADOR CEO Min Hee Jin in May 2020 during her time at HYBE, and it was confirmed that each HYBE label typically has its own distinct template.

Strategically, both groups focus on "relatability" and "admiration," with NewJeans honing in on "teen influencers" and ILLIT emphasizing "creators"—a subtle rebranding of the same concept. Both plans also cite popular American YouTuber Emma Chamberlain, outlining strategies for short-form content and lifestyle-oriented merchandise.

Industry sources point out that while the term "creator" replaces "influencer" in ILLIT's plan, the overall approach remains nearly identical. Adding to the skepticism, the two documents were created three years apart, with the NewJeans plan from 2020 and ILLIT’s from 2023.

A music industry insider stated, "It’s rare to see such similar girl group debuts based on nearly identical planning documents, especially in terms of design and strategy."

The controversy escalated when Min's side released a whistleblower recording last month, suggesting that Min had shared the NewJeans plan with Belift Lab. Min expressed disbelief, saying,"I really couldn’t have imagined they would make an exact replica."

Belift Lab responded, stating, "ILLIT's branding strategy and concept were finalized and shared internally on July 21, 2023. The so-called 'planning document' from the whistleblower was received later, on August 28, 2023, which would not allow it to influence ILLIT's concept." Belift Lab has filed a criminal lawsuit and civil suit against Min for obstruction of business and defamation.


(With AI Inputs)

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