Rookie girl group ILLIT has made a strong impression with the release of their mini-album, I’LL LIKE YOU, reaching over 350,000 sales in just five days. The success was expected to be a cause for celebration, marking the group’s major comeback since their debut single, “Magnetic,” went viral on TikTok. However, a backlash has emerged, with fans and netizens questioning the authenticity of the numbers, fueled by recent controversies involving HYBE’s promotional and sales practices.

Allegations of Sales Manipulation at HYBE

Rumors about HYBE’s handling of album sales first emerged earlier this year, when former ADOR executive Min Hee Jin was involved in a legal dispute. Allegations surfaced that HYBE had allegedly employed questionable methods to boost album sales artificially. Reports suggested that the company was buying albums in bulk through retailers to inflate first-week sales—a critical metric used to measure a group’s popularity.

Fan sign events played a key role in these strategies, as HYBE was said to negotiate deals with retailers for bulk sales through these events. Typically, fan sign events are spread out over a promotion cycle to keep momentum. However, accusations allege HYBE deliberately scheduled them earlier in the album’s release week to heighten initial numbers, resulting in sales spikes that may not accurately reflect true demand.

HYBE’s Admission Fuels Further Skepticism

Distrust toward HYBE’s practices only deepened following a recent audit before the South Korean National Assembly, where HYBE COO Kim Tae Ho reportedly admitted that similar methods had indeed been used in album sales campaigns. This revelation has left fans and netizens skeptical of the company’s data, with some questioning if the impressive numbers around ILLIT’s mini-album truly reflect genuine demand or are yet another inflated figure.

Public Reaction: Skepticism Over ILLIT’s Sales Figures

When news of ILLIT’s album sales went viral on South Korean online platforms, the reaction was swift and pointed. Many users expressed doubt, pointing to the controversy surrounding HYBE’s sales tactics. Comments included:

“How can we trust this company’s sales figures?”

“Are they just listening to physical albums and not streaming? The streaming charts should climb gradually now lol.”

“How can anyone trust figures from a company where everything is a complete lie?”

“They’ve really flopped, huh… I guess they’ll magically pump up 200,000 sales on the final day like they did with LE SSERAFIM?”

“At this rate, they’ll be performing at Gocheok [Sky Dome], pfft…”

The skepticism reflects a broader disillusionment with HYBE, as fans have grown wary of inflated data and perceived manipulations to enhance the company’s standing and the popularity of its artists. Though ILLIT’s album sales are objectively impressive, the shadow cast by these controversies has tempered public perception.

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