Recently, NewJeans' new song entitled 'How Sweet' was subject to an age limit, sparking a lot of speculation among fans, one of which was the theory that HYBE was trying to sabotage the girl group's comeback On May 24, 2024, ADOR (NewJeans' agency) released the song 'How Sweet' on all music sites at 1 pm KST, followed by the music video at 4 pm on the same day.
Within 4 days of its release, the music video surpassed 8.6 million views on YouTube, proving the high popularity of NewJeans. However, the video was suddenly subject to age restrictions. Fans immediately criticized HYBE, the parent company that oversees ADOR, for allegedly sabotaging NewJeans' comeback and album sales.
“HYBE does not set any age restrictions when uploading music videos to YouTube. YouTube classified the video as age-restricted content based on their own standards, said a HYBE representative as quoted by KBIZoom on Wednesday May 29, 2024. They added, "We have asked YouTube to examine the exact criteria that led to the age restriction on this video."
Even though HYBE has explained this, Bunnies (NewJeans fandom) and netizens continue to put forward conspiracy theories that HYBE deliberately did this because of their conflict with ADOR CEO Min Hee Jin. In fact, several netizens admitted that they directly contacted YouTube and received a response that HYBE itself had set the age limit in the MV.
On May 29, 2024, the age restriction for the 'How Sweet' music video was lifted. However, the comments column still discusses a lot of theories related to the HYBE and ADOR conflict, especially criticism of HYBE. One netizen posted on an online community, saying that NewJeans' latest album is expected to sell at least 1 million copies, not just 810,000.
However, the album purchased from the Weverse Shop has not been sent even several days after the album was released. " It's ridiculous that HYBE, which is always trying to increase album sales, didn't send the NewJeans album. Their series of actions are very dirty and evil, " wrote the netizen. However, many netizens disputed this statement, saying that album delivery problems were a common problem experienced by HYBE artists
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