Fansite Addresses Misunderstanding Regarding NewJeans Hyein’s Alleged “Disrespect” Towards Previous CF Client

Hyein from the K-pop group NewJeans faced recent backlash for allegedly disrespecting Shinhan Bank, a former commercial filming (CF) client. The controversy erupted when a journalist, Park Hyo Joo from Money Today, published an article on January 3, 2025, titled, “The reason why people are calling it disrespectful… NewJeans taking out their Hyundai cards as soon as their CF with Shinhan ends.”

The article suggested that Hyein was showing off a Hyundai credit card immediately after NewJeans’ contract with Shinhan Bank concluded, which was interpreted as a sign of disrespect. It further noted that this card was in collaboration with LGU+, positioning it as a “double betrayal” since NewJeans is currently associated with SK Telecom.

However, a fansite, Lyein008, came forward to debunk these claims:

The thing she was pointing to and showing off was the golden clover. It’s a sticker I put in the letter I gave her. Hyein put the sticker on after she read the letter, and she was showing it to me. What has been spreading is a distorted version of this.

Lyein008

This clarification reveals that Hyein was not showcasing the credit card but was instead pointing out a lucky clover sticker given to her by the fansite, along with a letter she received.

This incident is reminiscent of similar criticisms faced by other K-pop idols. For example, BOYNEXTDOOR was previously criticized for displaying Apple products in public, which was seen by some as disrespectful to companies they had endorsement deals with.

The situation highlights the scrutiny that idols face regarding their actions and affiliations with brands, especially post-contract terminations. The swift response from the fansite underscores the role of fan communities in clarifying misunderstandings and protecting the reputations of their favorite artists.

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