NewJeans remains entrenched in the ongoing dispute between HYBE and ADOR, especially concerning their forthcoming comeback and promotional activities. Of notable contention is the persistent debate surrounding allegations that ILLIT has copied NewJeans.

Since ILLIT's debut, the girl group has frequently been likened to NewJeans, with numerous individuals mistakenly identifying them as members of NewJeans. There have been discussions in various online communities on whether ILLIT has imitated NewJeans or not.

Regarding this matter, NewJeans' performance directors have raised their voices against HYBE and directed criticism toward ILLIT for plagiarizing NewJeans' short choreography for a commercial. Performance director Kim Eun Ju wrote on her Instagram, "Oh? Really? Even the choreography for the ads? I've been holding it in for so long... Can we call this a coincidence? Sure, there can be similarities! But usually, when people take reference, they at least modify it a bit out of courtesy. But this is just straight-up copying."

Another performance director who worked with NewJeans BLACK.Q also expressed his dissatisfaction with ILLIT's latest release of "Lucky Girl Syndrome." He wrote in his Instagram story, "Ah, no way... I've been holding back with thoughts like "No way, no way" all this time, but to go as far as copying the choreography for the ads... It's just unbelievable. The process that led to someone's hard work being so blatantly appropriated couldn't have been easy at all..."

The performance directors had raised their voices as it was the last patience that had run out because ILLIT had been continuously accused of copying the choreographies of "Cookie," "Hype Boy," and "Super Shy."

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