Amidst the accusations of plagiarism, Belift Lab released a video fully refuting the claims that ILLIT copied NewJeans.
The video titled, "Belift's Position on the Plagiarism Claims" was posted on June 10 on Belift's official YouTube channel and was an extension of the label's latest statement. Belift Lab's CEO Kim Tae Ho and Deputy CEO Choi Yoon Hyuk appeared in the video refuting the allegations that the label copied NewJeans when creating ILLIT.
Both the CEO and Deputy CEO criticized Min Hee Jin for inciting and directing hate toward ILLIT by holding the initial press conference. CEO Kim Tae Ho pointed out, "If she (Min Hee Jin) truly thinks, "What did those kids do wrong?", then she should have minimized mentioning the artists in situations where it wasn't necessary. However, such claims are essentially like giving directions. It's the same as instructing idol fans who support her and agree with her thoughts to criticize and insult ILLIT."
In the video, the CEO and Deputy CEO also drew out a timeline of when the concept for ILLIT was formed and claimed that Belift Lab did not plagiarize NewJeans. Deputy CEO Choi Yoon Hyuk explained, "We decided on the debut group on September 1. And we began brand planning and this is the girl group brand strategy planning at that time" and added, "If you look at the plan it says 'Not NewJeans' phrase appears in the planning."
CEO Kim further explained, "The reason we used the phrase 'Not NewJeans' is because that group's success was so huge that there is a chance our group might be overshadowed by them," arguing that ILLIT tried to avoid being similar to NewJeans.
The video also invited ILLIT's visual director Heo Se Ryun and performance director Myung Sang Woo to refute the allegations that ILLIT's concept and choreography were similar to NewJeans.
The performance director pointed out that other groups use variations of specific dance moves in choreographies. He pointed out that NewJeans also used other girl group's choreography such as the ones for VIVIZ, IVE, NMIXX, and more.
Despite the video's intent to defend ILLIT from further criticism, netizens felt it had the opposite effect. Many Korean netizens questioned Belift Lab's motives behind releasing the latest video and further criticized the label.
Netizens commented:
"It feels like talking to a real wall... What Minhee Jin pointed out wasn't about plagiarism, but rather about the need to plan teams within the same company that have completely distinct concepts so that ultimately, both NewJeans and ILLIT can maintain their original charm. The main point was to see the big picture, but what's with nitpicking every detail and saying, 'If we're plagiarizing, then so are you'? It's really..."
"What about following NewJeans' anti-fan account? What about naming ILLIT's fandom as LILLY?? What about that Heo person posting the middle finger photo?"
"I'm really curious, aside from if it was plagiarism or not, what is the purpose of posting this video? I am really curious if they think that this video would make people like ILLIT and hate on Min Hee Jin more. They have no idea about public opinion do they?"
"This is legendary."
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This video did nothing but make ppl double down on illit copying newjeans. Saying newjeans is a group made for men when illit magnetic is literally banned in china because of pedophilic innuendo is pathetic. plus can we talk about how they edited this hanbok pictures lol. It’s over for you in court belift.
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