In a known industry controversy, Min Hee Jin has publicly accused LE SSERAFIM of unfairly acquiring a luxury brand deal initially intended for NewJeans, a rising group under her agency, ADOR.
On March 17, 2024, ADOR released an email they sent to HYBE Labels, outlining grievances with HYBE’s business practices and favoritism, specifically involving the Brand Synergy Business Team.
The email detailed various shortcomings in HYBE’s operations that negatively impacted NewJeans’ brand partnerships. Despite numerous advertising proposals from top brands since their debut, NewJeans faced repeated setbacks due to HYBE’s internal disputes and inefficiencies.
ADOR highlighted that these issues were consistently raised with HYBE, yet little improvement was seen, leading to broader conflicts and even a defamation incident.
A major point of contention arose when HYBE pursued a lucrative contract for LE SSERAFIM with a luxury brand already in advanced negotiations with NewJeans. Min Hee Jin accused HYBE’s Brand Synergy Business Team of leaking details of ADOR’s contract with the brand and spreading false information.
This alleged favoritism towards LE SSERAFIM sparked further internal discord, with ADOR asserting that all labels under HYBE should receive equal treatment. The issue was partially resolved when HYBE acknowledged the favoritism and refunded ADOR three months of fees, but the damage had already been done.
The cancellation process of the contested contract was particularly challenging due to ADOR and HYBE’s joint venture status. Rumors within the industry painted ADOR as a difficult partner, exacerbating the situation.
Unconfirmed reports suggest that the luxury brand in question is Louis Vuitton, a high-profile deal now represented by LE SSERAFIM, highlighting the intense competition and complex dynamics within the K-pop industry.
