Min Hee-Jin Doubles Down On Smear Campaign Allegations Against HYBE, How Will This Affect NewJeans?

Former

ADOR CEO Min Hee-Jin has once again intensified the spotlight on HYBE by hinting at what she claims is a coordinated smear campaign against her, even as legal tensions between the two sides continue to escalate. Her latest Instagram update, paired with fresh revelations from a U.S. lawsuit involving a public relations firm once linked to HYBE, has reignited debate within the K-pop industry. With NewJeans at the centre of this storm due to Min Hee-Jin’s creative association with the group, questions are mounting about how these developments could impact the group’s future.

Min Hee-Jin to join US lawsuit against TAG PR?

Min Hee-Jin recently shared an Instagram update that many interpreted as a direct response to the unfolding controversy. She wrote, “Thanks so much, Matt. Had a chance to meet in Seoul with a lawyer who's currently handling lawsuits in the U.S. to uncover what TAG PR has really been up to. Hearing directly how artists in the U.S. are responding was super helpful. Pieces are starting to come together. More soon.” The post suggests that Min Hee-Jin is actively engaging with legal experts to understand the alleged activities of TAG PR and signals that she may reveal more information in the coming days.Take a look:

How does the move affect NewJeans?

If Min Hee-Jin formally joins the TAG PR lawsuit, which is expected to head to trial in early spring, the discovery phase could be explosive. It may reveal whether HYBE directly orchestrated smear campaigns against her and potentially establish thatNewJeans were also targeted by TAG PR, a development that would be hugely significant for the girl group's future. With major Hollywood figures such as Taylor Swift linked to the case, the lawsuit could draw global attention to the case.

All about Min Hee-Jin vs TAG PR

The update comes amid damning allegations facing HYBE, as reported exclusively by Hankyoreh. According to the report, executives and associates of U.S.-based PR firm TAG PR, which HYBE had previously acquired and later sold, have been sued for allegedly conducting organised online smear campaigns. The lawsuit was filed by U.S. PR firm Jonesworks and its founder Stephanie Jones in the U.S. District Court for the Southern District of New York on December 8.

A copy of the amended complaint obtained by Hankyoreh alleges that TAG PR carried out smear campaigns from May last year to steal Jonesworks’ clients. These efforts allegedly involved spreading rumour-based claims, planting online posts, and using media articles to damage reputations. The complaint further claims that similar tactics were used against multiple individuals, including Min Hee-Jin, across anonymous forums, social media platforms, and online media outlets.Among the websites cited in the complaint was 'minheejin.net,' which the plaintiff described as a site created to attack Min Hee-Jin. While the website is no longer accessible, WHOIS domain records show it was created on September 27 last year, shortly after HYBE acquired TAG PR, and shut down exactly one year later on September 27, 2025. This timeline roughly overlaps with HYBE’s acquisition and eventual disposal of its TAG PR shares, as disclosed in the company’s third-quarter report.In response, a HYBE representative firmly denied any involvement, stating that the allegations were one-sided and had nothing to do with HYBE or HYBE America.