NewJeans fans, known as "Bunnies," who support ADOR CEO Min Hee Jin, have announced a controversial protest, sparking anticipated backlash.
The fans plan to send condolence wreaths (usually sent for funerals) to HYBE's headquarters to criticize the company amid ongoing conflicts with Min Hee Jin. However, this protest coincides with a birthday event for a member of another group under a different HYBE label - LE SSERAFIM's Kim Chae Won.
This decision has led to internal disagreements within the fandom, with some fans pushing forward despite objections. The idea of sending condolence wreaths, symbols of mourning, on a day meant to celebrate a birthday, has been criticized and met with negative reactions.
According to industry sources on July 29, NewJeans' fandom, Bunnies, intend to place condolence wreaths in front of HYBE's headquarters from July 30 to August 1. The protest organizers have been identified as members of the NewJeans gallery on the online community DC Inside.
This gallery primarily consists of supporters of Min Hee Jin, who have planned this event in response to public scrutiny over her conflicts with HYBE. The protest has already stirred controversy, as it coincides with a birthday event for LE SSERAFIM member Kim Chae Won, scheduled at the same location. LE SSERAFIM's fandom had planned to celebrate Kim Chae Won's birthday on August 1 with a "wrapping bus" featuring birthday images in front of HYBE's headquarters and various events around the building, including a birthday cafe. This event was announced on July 15, nearly two weeks before NewJeans' protest announcement on July 27.
Many find it challenging to understand the decision to send condolence wreaths to a site set up for a birthday celebration. It has been revealed that the NewJeans fandom was aware of this birthday event while planning their protest. Despite some internal objections, the decision to proceed was made.
LE SSERAFIM's fandom requested a change in the protest date, but this request was denied. The NewJeans fandom justified their decision by noting that BTS's fandom, ARMY, had previously held a similar protest targeting HYBE on a NewJeans member's birthday. Additionally, they believe the protest does not directly involve LE SSERAFIM and therefore is not a significant issue.
However, many K-pop fans observing the situation find the decision puzzling. While the protest is framed as support for NewJeans and Min Hee Jin, many believe it could ultimately have negative consequences for both.
Meanwhile, Min Hee Jin is also in conflict with Source Music's CEO, So Sung Jin. Besides HYBE's accusation of embezzlement against her, Source Music has filed a lawsuit seeking damages of 500 million KRW (~361,724 USD).
Korean netizens commented:
"Who cares about birthdays... Why should we worry about someone else's birthday when we're protesting? There are so many celebrities under HYBE; do we have to remember all their birthdays?"
"Do they have to know their birthdays even if they're not their fans?"
"They say there was one on Minji's birthday too, right? And it's a different location, so what does it matter, lol. This is getting more and more unreasonable."
"So what, HYBE? We've seen you mess up too many times to just go along with what you say... It's really unfortunate for you guys."
"This is just another media play by HYBE."
"NewJeans' fandom isn't even sending the wreaths to Kim Chae Won. So why would it matter?"
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