HYBE CEO’s Comments on NJZ-ADOR Conflict Spark Backlash: “Insensitive and Dismissive”
HYBE CEO Lee Jae-sang is under fire after publicly referencing the ongoing internal conflict with ADOR, widely believed to involve NewJeans, during the company’s annual shareholders’ meeting held on March 31.
At the meeting in Mapo-gu, Seoul, Lee responded to questions about HYBE’s corporate governance and their handling of the ADOR situation by stating, “I mentioned at last year’s shareholders’ meeting that while it would take time, we would address each issue step by step based on principles. I believe we are now starting to see the results.”
This seemingly vague yet pointed remark referring to what Korean media and official documents call the “ADOR incident” has drawn major backlash online. Many fans interpreted the statement as an indirect attack on NewJeans, the flagship girl group under ADOR.
Fans Outraged: “How Is He Saying All This and People Still Blame NewJeans?”
The response online was swift and emotional. A tweet from user @dittomatik gained attention for saying, “How is he openly saying all these things and ppl still think NJZ are in the wrong?”
International fans, especially after a similar article appeared in Korea JoongAng Daily, expressed frustration that HYBE continues to publicly frame the conflict, while NewJeans has remained silent presumably bound by internal constraints.
Adding to the controversy, one netizen pointed out that, “HYBE has copyrighted an extremely popular jersey club remix of a NJZ song. However, HYBE did not copyright a #emix of a song by another one of their artists.”
This move was widely viewed as a subtle form of targeting, amplifying suspicions that HYBE may be exerting pressure on NewJeans amid its tension with ADOR CEO Min Hee-jin.
“ADOR Incident” or Targeted Group Conflict?
Although HYBE continues to refer to the dispute as the “ADOR incident”, many believe the term is a thin veil for a broader conflict that heavily involves NewJeans. The persistent framing of the situation as a corporate issue — while avoiding direct acknowledgment of the group — has only deepened public skepticism.
With CEO Lee Jae-sang now claiming their “step-by-step” response is showing results, fans are asking: results for whom? And at what cost to the artists stuck in the middle?
As more supporters rally behind NewJeans, calling for transparency and accountability, HYBE’s internal issues are proving impossible to keep private.