Hyein recently faced accusations of disrespecting a former client who signed an endorsement contract with NewJeans. Reporter Park Hyo Joo of Money Today accused the idol of showing her Hyundai credit card immediately after the group's contract with Shinhan Bank ended.
On January 3, 2025, an article titled, “ Why people are calling it rude… NewJeans showed their Hyundai cards right after their CF with Shinhan ended ,” was published by media outlet Money Today, which immediately attracted attention.
The article explains that not only is the card a disrespect to a previous advertising client, but the Hyundai card is also a result of a partnership with telecommunications service LGU+. NewJeans currently advertises SK Telecom.
Reporter Hyo Joo's article pointed out the double betrayal. However, Hyein's fan site quickly clarified the matter. Hyein was said to not have shown off her credit card, but to have shown off a lucky clover sticker given by a fan.
Hyein's fansite revealed, "The thing she pointed at and showed off was a golden clover leaf. It was a sticker that I put on the letter I gave her. Hyein put the sticker on after she read the letter, and she showed it to me. What's spreading is a distorted version of this."
Immediately after the fansite's clarification, netizens began to suspect that Hyein was a victim of HYBE's evil media play. It is known that the NewJeans members decided to end their contract with ADOR, a label under HYBE. Minji and friends felt that ADOR was no longer able to support them.
" But HYBE are thugs. Their male idols are criticized so they do the same to NewJeans. BOYNEXTDOOR received harsh treatment, so they do it twice as much to NewJeans. Well, you know how low they are from their internal reports[sic!] ," wrote one netizen.
" Nonsense LOL. He didn't suddenly take out the card to show it off, but he just held up his phone for a second, and the case became clear, so the card was shown. LOL, this is like media play, it's starting to become clear[sic!] ," added another.
On the other hand, NewJeans is now facing a lawsuit because ADOR does not accept Hanni et al. terminating the contract. However, the members continue to stand firm with their decision. Haerin et al. also exposed HYBE's bad behavior that has slandered them a lot.
"HYBE is trying to slander and lower our value, with ADOR helping them after the management change. This is no different from saying the company that is supposed to protect us is making malicious comments," Danielle et al. stressed.
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