Belif Lab Refutes 'NewJeans Copy' Allegations by Former ADOR CEO Min Hee-jin

Belif Lab, the agency behind the group I-LIT, has refuted allegations made by former ADOR CEO Min Hee-jin regarding the 'NewJeans copy' claims.

On the 11th, Belif Lab stated to TenAsia, "The claim that I-LIT plagiarized NewJeans' planning proposal is not true," adding, "I-LIT's branding strategy and concept were finalized and internally shared on July 21, 2023. The so-called 'proposal' was sent by the informant on August 28, 2023, which is after the finalization and could not have influenced I-LIT's concept."

Earlier that day, the Seoul Central District Court's Civil Division 50 (Chief Judge Kim Sang-hoon) held a hearing for the injunction lawsuit filed by Min Hee-jin against HYBE regarding voting rights and other matters.

During the hearing, Min Hee-jin's side claimed that I-LIT plagiarized NewJeans, revealing internal employee reports from HYBE. According to the reports, the informant alleged that I-LIT's creative director received NewJeans' planning proposal during I-LIT's conceptualization phase and was shocked by the similarities, stating, "I never imagined they would make it exactly the same."

Meanwhile, I-LIT is set to make a comeback with their second mini-album 'I'LL LIKE YOU' on the 21st.

Reporter Choi Ji-ye, TenAsia wisdomart@tenasia.co.kr