Fans of K-pop sensation NewJeans are buzzing with anger after a new promotional video from ILLIT, a rookie girl group under BELIFT LAB, dropped on April 8, 2025. The clip, meant to entertain, has instead ignited a firestorm, with many believing it takes a sly dig at NewJeans and their member Hanni amid an already heated feud with their former agency, ADOR. Here’s everything you need to know about this escalating drama.
The trouble started with ILLIT’s latest game-themed video on YouTube. In it, the five members—Moka, Minju, Iroha, Wonhee, and Yunah—play a fictional escape challenge, dodging a “tiger” while gathering clues. One moment has fans up in arms: Minju walks into a hallway, spots the tiger, and a caption flashes, “They say you always meet your enemy in the company hallways.”
To NewJeans’ loyal fans, known as Bunnies, this wasn’t just a random line. They see it as a pointed jab at an earlier incident where Hanni claimed she was ignored by ILLIT members in the HYBE building, allegedly on instructions from their manager. The timing feels suspicious too, coming right as NewJeans battles their ex-label ADOR after ending their contract late last year.
NewJeans, now rebranded as NJZ, has been locked in a messy legal fight with ADOR since November 2024. The group—Minji, Hanni, Danielle, Haerin, and Hyein—walked away citing mistreatment and broken promises. Their fans have been vocal, worrying about the group’s future. One Bunny posted on X:
“Girls are not safe in that company.”
This wasn’t a lone cry. Many believe HYBE, the parent company overseeing both ADOR and BELIFT LAB, is favoring ILLIT while pushing NewJeans aside. The hallway caption only poured gas on that fire.
What’s Behind the Bad Blood?
The rivalry between NewJeans and ILLIT isn’t new. It kicked off when ILLIT debuted in March 2024 under BELIFT LAB. Fans and former ADOR CEO Min Hee-jin quickly pointed fingers, accusing ILLIT of copying NewJeans’ style—everything from music vibes to choreography and visuals. Min Hee-jin even took it public, claiming HYBE was trying to replace NewJeans with their shiny new group.
Then came the “ignore” drama. Last year, Hanni spoke out at a National Assembly hearing, saying an ILLIT manager told the group to snub her in the HYBE hallways. She called it workplace bullying. ADOR later showed CCTV footage in court on March 7, 2025, revealing three ILLIT members bowing to Hanni, though without sound, it couldn’t confirm what was said. The court dismissed NewJeans’ claims as unproven, but the damage was done—fans picked sides, and the rift grew.
The Video That Broke the Camel’s Back
In the new ILLIT clip, the tiger chase is just a game. But that hallway scene hit a nerve. Bunnies flooded social media, slamming BELIFT LAB for what they see as shady behavior. One fan wrote on X:
And yet these illiterate fandoms still think NJZ are the problems, you might deny that this isn't a shade towards NJZ and Hanni pic.twitter.com/80QGXDhXJO
“I don’t know if it’s the group or BELIFT, but they’re openly bullying Hanni, referencing her incident as a dig. Their fans are laughing it off. Everyone should see how evil this is.”
Another chimed in:
“The girls are not safe in that company. HYBE and BELIFT are crossing lines.”
The phrase “meeting enemies in hallways” mirrors a Korean saying about awkward run-ins with rivals. To fans, it’s too close to Hanni’s story to be a coincidence.
BELIFT LAB Fights Back
BELIFT LAB didn’t stay quiet. On April 8, 2025, they released a statement:
“The video is purely fictional and made for entertainment. Any claims of malice or hidden jabs are false. We ask fans to enjoy it as intended.”
But that didn’t cool things down. Bunnies argue the timing and wording are too convenient, especially with NewJeans’ ongoing struggles. One fan tweeted:
“BELIFT’s excuse is weak. They knew what they were doing.”
ILLIT’s supporters, called Gllits, see it differently. They say it’s just a game, and NewJeans fans are overreacting. A post on X read:
“It’s a tiger chase, not a diss track. Tokkis need to chill.”
Where It All Stands
NewJeans hasn’t responded to the video yet. Since rebranding as NJZ in February 2025, they’ve been fighting ADOR in court, which ruled against their full split in March. Meanwhile, ILLIT’s career is soaring—they debuted with their mini-album Super Real Me and scored hits like “Magnetic.” But this clash is casting a shadow.
The feud ties back to HYBE’s messy family tree. ADOR, BELIFT LAB, and other labels fall under HYBE’s umbrella, and fans say the company’s pitting its groups against each other. One Bunny posted:
“HYBE’s the real enemy here, not ILLIT or NewJeans.”
For now, the video’s intent remains unclear. Was it a cheeky nod or an innocent line? Without proof, it’s fan word against agency word. What’s certain is the divide between NJZ and ILLIT fans is deeper than ever, and this latest spark isn’t dying out soon.
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