NewJeans’ brand reputation drops sharply amidst Min Hee Jin and HYBE’s controversy

NewJeans, the popular girl group, has seen a significant drop in their brand reputation ranking.

The Korea Corporate Reputation Research Institute revealed on May 12 that NewJeans has slipped to the 20th spot in the girl group brand reputation ranking for the period of April 12 to May 12, 2024. This is a steep fall from their previous position at 7th place.

The group is currently embroiled in a controversy involving Min Hee Jin, a representative of their agency, ADOR. The conflict between ADOR and its parent company, HYBE, has created a storm in the industry.

Min Hee Jin is under suspicion for allegedly trying to wrest control of ADOR from HYBE. On April 22, HYBE initiated an audit against ADOR officials, led by Min Hee Jin, claiming to have gathered substantial evidence.

Subsequently, on April 25, Min Hee Jin faced accusations of business embezzlement among other charges.

Min Hee Jin has since refuted these allegations, labeling HYBE‘s claims as baseless.

In other news, the girl group IVE topped this month’s brand reputation ranking. They were followed by ILLIT in 2nd place, (G)I-DLE in 3rd, LE SSERAFIM in 4th, BABYMONSTER in 5th, TWICE in 6th, aespa in 7th, BLACKPINK in 8th, Apink in 9th, and OH MY GIRL rounding out the top 10.



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