Jennie’s Post-YG Journey: From Princess of K-pop to Battling Storms on Her Own”
In December 2023, Jennie shocked the music industry by becoming the first BLACKPINK member to officially end her exclusive contract with YG Entertainment and establish her own company. Oddatelier, the label managed by Jennie herself, garnered immediate attention. Jennie’s career at YG reached extraordinary heights, making her one of the most successful stars both as a group member and as a solo artist.
Often called an “all-rounder icon,” Jennie not only dominated the music scene but also reigned as Korea’s top “it girl,” setting trends wherever she went. Now, the public watches to see if she can maintain her brilliance while managing her own career.
Vaping Scandal Shadows Her Success
Initially, Jennie and Oddatelier had a remarkable start, with numerous personal projects from TV shows to advertising deals and collaborations. However, these were seen as continuations of her pre-existing resources. Jennie announced that she was working on her first solo album, which was expected to be the true turning point in her independent career.
Just before her anticipated comeback, Jennie faced the biggest scandal of her career. In July, images of her vaping and blowing smoke at a staff member spread widely. Shockingly, these images came from her own vlog filmed during a trip to Italy. The public backlash in Korea was intense.
While vaping itself was controversial, the act of blowing smoke at her staff was the main reason Jennie faced severe criticism. For the first time, she was condemned by Korean media and accused of “abusing her power.”
Controversial Comments on Vaping Incident
Two months later, the scandal seemed to fade, but it resurfaced after an October interview with Harper’s Bazaar US. When asked about whether she felt the need to apologize for vaping, Jennie responded, “What can I do? If Koreans think it’s wrong, then I have to make amends. I understand why people are angry. It’s culture, it’s history, it’s time. And I can’t fight time.”
This statement reignited anger, with many criticizing Jennie for not showing genuine remorse. Despite fans defending her, Korean netizens accused her of blaming Korean culture for the incident.
Worsened Image
After leaving YG, Jennie’s goal was to expand beyond being a K-pop idol. She chose to collaborate with Columbia Records for her comeback, and to mark the occasion, she graced the cover of Harper’s Bazaar US for their important October issue.
However, this time Jennie’s appearance left fans disappointed. The simple concept, short hair, and revealing outfit failed to impress. Jennie, who was once a fashion icon in K-pop, started to face criticism over her choices. Even her 2024 Met Gala appearance failed to fully convince fashion enthusiasts.
Accusations of Unprofessionalism
On September 19th, Jennie launched a new website to promote her upcoming album. On this platform, fans could create accounts, and Jennie even referred to her fans as “Rubies.” However, the excitement was short-lived, as Korean netizens quickly pointed out that “Rubies” was already the official fandom name of another singer, Kwon Eunbi.
In K-pop, having the same fandom name is a big no-no. Oddatelier, Jennie’s company, was heavily criticized for its lack of research. Although the company quickly clarified that “Rubies” was not the official fandom name, this explanation didn’t sit well with many.
This was not the first time Oddatelier was called out for poor management. Fans had already expressed frustration with the company’s slow updates on Jennie’s activities and achievements. Additionally, Jennie’s vaping scandal originated from a mistake made by her team.