HYBE, a leading entertainment company, has come under fire after accusations arose that they engaged in negative media play against NewJeans’ Hyein. The controversy began when reporter Park Hyo Joo from Money Today published an article suggesting Hyein displayed a Hyundai credit card immediately after NewJeans’ contract with Shinhan Bank concluded, a move interpreted as disrespectful.
Accusation of Disrespect
On January 3, 2025, the article titled, “Why people are calling it disrespectful… NewJeans showing their Hyundai cards right after their CF with Shinhan ends,” was released. It highlighted the alleged disrespect towards Shinhan Bank, with whom NewJeans had previously served as brand ambassadors. The article also noted a potential conflict of interest, as the Hyundai card is linked with LGU+ telecom service, while NewJeans currently endorses SK Telecom. This situation was described as a “double betrayal.”
Fansite and Netizen Defense
Hyein’s fansite quickly countered the narrative by explaining that Hyein was not showcasing the card but rather a sticker they had given her. The defense was echoed by netizens who accused HYBE of orchestrating the controversy.
- But HYBE are such thugs. Their male idols were criticized so they are doing the exact same to NewJeans. BOYNEXTDOOR received rude treatment, so they are doing it twofold to NewJeans. Well, you know how low they are from their internal report already.
- Such BS LOL. It’s not like she just took out the card out of nowhere to show it off, but she simply raised up her phone for a little while, and her case happened to be clear, so the card was shown. LOL, this is such media play, it’s beginning to be clear. But have they run out of things to media play about? Such reaches like this are so pathetic… Let’s make a new trove of things to media play about. This is way too pathetic LOL.
- Hyein is 17, a minor, so she doesn’t have a credit card. That’s her mom’s.
- Yeah, Money today LOL. Not like we don’t know who is behind it. “The reason why people were buzzing?” No one even made a fuss LOL. And there’s nothing problematic here.
Community Reaction
The online community has largely sided with Hyein, pointing out inaccuracies in the initial report. Comments on various platforms criticized HYBE for what they perceive as a strategic attack on one of its own artists to shift focus from other controversies or to serve corporate interests.
This incident raises questions about the ethics of media play within the entertainment industry and the treatment of young artists like Hyein, who at 17, is under scrutiny for actions perceived to be beyond her control or intention.
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Source: Nate Pann
