As the Battle Between ILLIT and NewJeans Drags On, BeLift Lab CEO Kim Tae-ho Reiterates: "They Are Completely Different" (1 of 3)

The controversy over alleged similarities between BeLift Lab’s new girl group ILLIT and ADOR’s NewJeans has persisted for over half a year. BeLift Lab CEO Kim Tae-ho has once again emphasized that the claims of similarity are baseless.

Former ADOR CEO Min Hee-jin initially raised allegations of plagiarism in April, claiming that ILLIT’s concept was strikingly similar to NewJeans’. BeLift Lab strongly denied these allegations and filed lawsuits against Min for defamation and obstruction of business, alongside a separate civil suit.

However, the plagiarism debate resurfaced last month. On October 11, during a hearing regarding Min’s injunction against HYBE over voting rights, Min’s legal team presented evidence alleging that ILLIT’s concept plagiarized the NewJeans’ plan. According to an informant, ILLIT’s creative director allegedly requested NewJeans' planning materials during ILLIT’s development phase and claimed that ILLIT’s concept mirrored NewJeans' ideas.

In response, BeLift Lab firmly denied these allegations, stating:

“ILLIT’s branding strategy and concept were finalized and shared internally on July 21, 2023, while the so-called 'plan' from the informant was sent on August 29, 2023. It is impossible for ILLIT’s concept to have been influenced by this document due to the timeline.”

On October 11, media reports highlighted alleged similarities between the plans for ILLIT and NewJeans, reigniting public scrutiny. Amid the growing controversy, BeLift Lab CEO Kim Tae-ho personally addressed the issue during an interview with OSEN at HYBE’s headquarters in Yongsan-gu, Seoul.

Key Excerpts from the Q&A with CEO Kim Tae-ho:

Q: Why did you decide to address the issue of similarities again?
We feel that our stance has not been properly conveyed. Being affiliated with HYBE, there are limitations to what we can disclose, and some details are too intricate to explain easily. When the controversy first arose after our concept photos were released, we assumed it was something any group debuting after a successful act like NewJeans would face.

We believed that once our music and videos were released, the issue would naturally subside. However, since our debut in March and the subsequent allegations in April, the attacks on ILLIT have persisted. This has taken a significant emotional toll not only on the group members but also on our team.

Despite ILLIT’s incredible achievements, they have been overshadowed by these allegations. We initially remained silent, hoping the controversy would fade, but the situation has worsened. As the group’s image continues to be tarnished, we felt compelled to explain our position more actively.

Q: What is BeLift Lab’s position on the alleged similarities between the NewJeans and ILLIT plans?
In October, Min raised these claims at the hearing, but her team failed to submit critical evidence—such as text messages, recordings, or the plans themselves—to substantiate their claims. Recent media reports referencing supposed similarities in design, font, and document structure also lack legal validity. If this were a critical issue, it would have been prioritized with substantial evidence.

Q: Allegations include similarities in document design and specific strategies or keywords. How do you respond?
The claim regarding similar document formats is absurd. Common elements like text in circles or line usage are standard across industries and even included in HYBE’s default templates.

Keywords like “homogeneity” and “aspiration” were part of our planning documents as early as April–July 2023, well before we received NewJeans' plan in August 2023. These are universal concepts in idol group planning, not proprietary ideas. For instance, “aspiration” is fundamental to any idol's strategy, while “homogeneity” reflects a focus on connecting with fans of the same generation. Extracting such generic terms to claim plagiarism is misleading.

Regarding “influencer” and “creator,” the two are fundamentally different in context. In ILLIT’s plan, “creator” refers to the members' raw, unpolished approach to content creation—highlighting their authenticity and imperfections. In contrast, NewJeans' use of “influencer” describes an aspirational, envy-inducing figure, which is entirely different.

Q: A whistleblower from HYBE claimed, “I never imagined they would make something exactly like it.” Is this not clear evidence of plagiarism?
The two documents are not identical. Assertions based on vague, one-sided claims lack credibility. Recent reports even presented a Photoshopped version of our PPT to make it appear similar to NewJeans’ materials.

ILLIT debuted in March 2024, and the alleged plagiarized document dates back to 2020. If we wanted to copy NewJeans, it would have been easier to replicate their existing material rather than dig up an old document predating ADOR’s creation. This entire narrative is frustrating and unfounded.

BeLift Lab continues to deny any wrongdoing, reiterating that ILLIT’s concept is distinct and was independently developed. As the controversy unfolds, both sides appear poised for a prolonged legal and public battle.

source: https://www.osen.co.kr/article/G1112457624