With the ongoing feud between Min Hee Jin and HYBE, and ongoing controversies surrounding the mega entertainment corporation, a former director at Big Hit Music raised his voice against the company. The former director criticized HYBE for losing their roots and forgetting its humble beginnings.

The former director of PR wrote on social media:

"Today, I briefly had a Zoom call with the staff from the U.S. PR agency I worked with during BTS’s first entry into the American market. Though they’re now at different companies, they’re all truly good people.

When all the K-pop artists were failing in their promotions to break into the U.S. market, and BTS was also being pushed to enter the U.S., I was the one who reached out, connecting with the only agency that recognized their potential, which is why I have a lot of affection for them. Since then, BTS appeared on American TV and kept rising... but once things went well, that agency was discarded like an old shoe for various reasons that people didn’t like/agree with.

They all asked me, 'What's going on with HYBE these days? What’s up with Bang?' And I just said, 'I don’t know either.'

I believe that those blinded by success and lacking gratitude will eventually face downfall."

The former director said he had worked with Chairman Bang Si Hyuk for many years and that Bang’s personality had remained the same. He hinted that although Bang may have changed a bit, he still behaves the same way. The former director shared:

"It's quite noisy because of New Jeans' live streaming. People currently working at HYBE or those who worked there are avoiding mentioning it, though. I asked a few of them, and they kept their mouths shut.

I thought this is what happens when an entertainment company grows too big, and the owner tries to evolve or reform the company into something else. Do we really need to push music to become part of a comprehensive cultural entity or something beyond that?

Having worked with Bang Si Hyuk, I know what type of person he is. Even though he changed over the years, it's still the same old story. So I can roughly sense the vibe of things.

NewJeans... what a shame."

Korean netizens were left even more confused by the situation, questioning HYBE's treatment of NewJeans despite the group's undeniable success. Many voiced their opinions in a popular online community, with some offering sharp criticism of HYBE, especially after the recent post by a former PR director of Big Hit Music.

Korean netizens commented:

"They are able to be like that because they have BTS. They also have fans that shield them."

"I dislike Bang Si Hyuk."

"They rose to prominence because they were humble and BTS were innocent kids. HYBE doesn't seem like that way now."

"The reason people think that Bang Si Hyuk completely tries to ruin employees he dislikes in the industry is because there have been similar cases before."

"I hope this company goes under."

"Wow..."

"Fans need to make a wise decision."

"Wow, Bang is such a thug."

"It's so clear how he treats the people he dislikes."

"It must be true how he ignored NewJeans when they greeted him."

"He's so petty."

"I pray they go bankrupt."

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