According to the brand reputation analysis for October 2024, NewJeans members, once dominant in the monthly individual brand reputation rankings, have now vanished from the top 100 entirely. This significant drop comes despite the group’s consistent success in the industry, leaving fans and industry experts wondering about the reasons behind this sudden change.

What is Brand Reputation, and How Are Rankings Calculated?

The Korean Corporate Reputation Research Institute conducts monthly brand reputation analyses, tracking how K-pop idols fare in terms of online consumer behavior. These rankings are based on multiple factors, including consumer participation, media coverage, communication, and community engagement. The latest data set, collected between September 20 and October 20, analyzed 135,672,895 pieces of brand data from 680 individual girl group members.

For October 2024, BLACKPINK’s Jennie took the top spot, followed by aespa’s Karina and IVE’s Jang Won Young. However, the surprise was the absence of NewJeans members, who had been a consistent presence at the top of the charts in previous months.

“NewJeans, the top girl group, has dropped out of the October brand reputation rankings,” a user posted on BLIND, an anonymous office worker community, reflecting widespread concern over the group’s decline.

The Decline in NewJeans Rankings: A Timeline

NewJeans’ brand reputation started to wane earlier this year. Their drop in rankings can be traced back to tensions with their agency, HYBE, and its executives. Here’s a quick timeline of their brand reputation decline:

• April 2024: NewJeans members slip to 10th place after previously dominating the charts.
• May 2024: The group drops further to 29th place.
• June 2024: NewJeans members fall to 48th, despite releasing new music in Korea and debuting in Japan.
• September 2024: The group vanishes completely from the top 100 rankings.

This trend has raised eyebrows in the industry, particularly since NewJeans remains one of the most influential girl groups in K-pop today.

Conflict with HYBE: Impact on Brand Image

Much of the speculation surrounding NewJeans’ fall in rankings points to internal disputes with HYBE. The group’s former CEO, Min Hee Jin, publicly expressed dissatisfaction with the company’s leadership, notably criticizing HYBE’s Chairman, Bang Si Hyuk, during a press conference. The negative press surrounding these conflicts seems to have impacted the members’ personal brand reputation.

Hanni’s Testimony: A Rare Event in K-pop

Adding to their challenges, Hanni, one of NewJeans’ members, recently testified at the National Assembly audit on October 15, 2024, discussing workplace harassment in the entertainment industry. This marked the first time a K-pop idol testified at such an event. During her testimony, she expressed frustration at not being acknowledged by senior executives, including Bang Si Hyuk, and shared her experiences of being ignored.

While this testimony highlights broader issues in the industry, it may have had an adverse effect on her and the group’s public image, contributing to the sharp decline in their individual brand reputations.

Despite Challenges, NewJeans Remain Relevant in Other Areas

Although their individual brand rankings have plummeted, NewJeans remains a powerhouse in other respects. In September 2024, the group was named Top Girl Group in the Brand of the Year Awards by the Korea Consumer Forum. They continue to hold prestigious brand deals, serving as ambassadors for major companies like Shinhan Investment Corp. and Lotte Wellfood.

This paradox—their brand success as a group versus their declining individual brand reputation—raises questions about how internal company issues and public controversies affect K-pop idols on a personal level.

The Top 30 Girl Group Members for October 2024

Here’s a look at the top 30 individual girl group members for October 2024:

Jennie (BLACKPINK)
Karina (aespa)
Jang Won Young (IVE)
Lisa (BLACKPINK)
Hwa Sa (MAMAMOO)
Winter (aespa)
An Yu Jin (IVE)
Taeyeon (Girls’ Generation)
Jiwon (Cignature)
Rosé (BLACKPINK)
Kim Chae Won (LE SSERAFIM)
Jisoo (BLACKPINK)
Sullyoon (NMIXX)
Irene (Red Velvet)
Rei (IVE)
Natty (KISS OF LIFE)
Gaeul (IVE)
Nayeon (TWICE)
Mina (TWICE)
Momo (TWICE)

The rankings showcase a diverse mix of K-pop groups, but the absence of NewJeans is glaring, especially given their meteoric rise in the past year.

What’s Next for NewJeans?

While the drop in individual brand reputation rankings is concerning for NewJeans fans, the group continues to thrive in other areas. Their ongoing success in group rankings, brand endorsements, and public recognition may provide some comfort, but the internal conflicts and public controversies need to be addressed if they hope to reclaim their spot in the individual rankings.

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