Recently, planning documents related to the debut strategies of ILLIT and NewJeans have ignited discussions online, with new allegations casting doubt on Belift Lab’s earlier denials of plagiarism. The controversy centers on BLACKPINK Jennie’s inclusion in ILLIT’s inspiration mood board, which appears to contradict previous statements by the agency.

Allegations of Plagiarism Between ILLIT and NewJeans

The controversy began with the emergence of planning documents for both ILLIT and NewJeans, revealing striking similarities in marketing strategies, conceptual themes, and design elements. These parallels led to accusations that Belift Lab had plagiarized ADOR, the agency behind NewJeans. However, Belift Lab responded with a nearly 30-minute video in June 2024, vehemently denying the allegations.

The agency presented a segment of ILLIT’s planning document in the video, emphasizing that ILLIT is not like the three listed girl groups, which includes BLACKPINK, stating that their influence would overshadow the debuting group if their concepts were too closely aligned.

BLACKPINK Jennie’s Mood Board Inclusion

Despite the denials, newly revealed details from ILLIT’s planning documents showed a mood board featuring photos of BLACKPINK’s Jennie. These images were reportedly sourced from her Instagram account, raising questions about the agency’s earlier claims that ILLIT’s concept intentionally distanced itself from BLACKPINK.

Jennie, a global icon, is often cited as an inspiration in the K-pop industry, making her appearance on the mood board unsurprising to some. However, critics argue that her inclusion directly undermines Belift Lab’s claims that ILLIT was not influenced by BLACKPINK.

In June 2024, following the first rounds of plagiarism claims against ILLIT, Belift Labs shared a nearly 30-minute video denying these allegations.

At one point in the video, the company shows part of what is now known to be ILLIT’s planning document that emphasizes ILLIT is not like the three girl groups listed. The reason given is that the company believes they would overshadow ILLIT if their concepts matched too closely.

Netizens React to Jennie’s Inclusion

The discovery of Jennie’s photos has sparked sharp criticism from netizens, many of whom are mocking Belift Lab for what they see as a contradictory stance:

“Didn’t they say they’re ‘not BLACKPINK’?”
“Not BLACKPINK.”
“Classic move from a contradictory agency.”
“Saying they’re ‘not BLACKPINK,’ lololol.”
“They said it’s not going to be BLACKPINK, but then they put the photos in? Doesn’t that sound ridiculous? Unless there’s some kind of facial recognition issue at play, it’s strange to include photos of an artist they swore ‘NOT’ to be on a mood board, right? They should’ve avoided Jennie at all costs.”

What’s Next for Belift Lab?

Belift Lab has yet to address these new findings or provide clarity on why Jennie’s photos were included in ILLIT’s planning materials despite earlier claims. As the discussions unfold, the agency’s credibility and ILLIT’s debut strategy remain under public scrutiny.

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