The global K-pop industry is once again observing a significant rift between two major fandoms as BELIFT LAB’s girl group, ILLIT, finds itself at the center of renewed plagiarism allegations. The controversy stems from the release of their latest Japanese single, “I Got Your Back,” featuring JISOO and MOMOKA of HANA. Immediately following the music video’s debut on July 28, 2026, social media platforms became a digital battleground for fans of ILLIT and their label-mates, NewJeans. Critics and fans alike have pointed to what they perceive as striking similarities between ILLIT’s new visual direction and the established aesthetic of NewJeans, particularly the latter’s 2024 Japanese debut single, “Supernatural.”
The core of the dispute lies in the creative execution of the “I Got Your Back” music video. Observers have highlighted the use of lo-fi retro filters, specific color grading, and a fast-paced, "found-footage" editing style that mirrors the Y2K and 90s-nostalgia brand identity that NewJeans has championed since their debut. While the retro-revival trend is a broader movement within global pop culture, the proximity of these two groups under the HYBE umbrella has intensified scrutiny, leading to accusations that BELIFT LAB is intentionally duplicating the creative blueprint of ADOR’s flagship group.
The Specific Points of Contention: Visuals and Aesthetics
The "I Got Your Back" music video utilizes a variety of stylistic choices that fans claim are direct references to NewJeans’ "Supernatural." Key points of comparison include the use of grainy VHS textures, hand-held camera movements, and a candid, documentary-style approach to capturing the members. In "Supernatural," NewJeans utilized a similar "street-style" aesthetic, blending urban Japanese landscapes with a vintage cinematic feel.
Furthermore, the wardrobe and art direction in ILLIT’s latest release have been scrutinized. The "NewRetro" look—characterized by oversized silhouettes, sporty vintage wear, and minimalist makeup—has become synonymous with the "Min Hee Jin style," named after the former ADOR CEO who conceptualized NewJeans. When ILLIT debuted with "Magnetic," they were initially praised for a more "whimsical and "dreamy" concept. However, the shift toward a grittier, more grounded retro aesthetic in "I Got Your Back" has led many to question if the group is being steered toward a more "NewJeans-esque" market position to capitalize on the success of the 90s nostalgia trend in Japan.
A Chronology of the HYBE-ADOR Conflict
To understand the weight of these current allegations, one must look back at the historical tension within HYBE, the parent company of both BELIFT LAB and ADOR. The friction first became public in April 2024, when HYBE initiated an audit of ADOR and its then-CEO, Min Hee Jin. During a high-profile and emotionally charged press conference, Min Hee Jin explicitly accused ILLIT of being a "copycat" of NewJeans. She argued that BELIFT LAB had plagiarized NewJeans’ concept, choreography, and styling, claiming that this internal imitation undermined the creative integrity of the multi-label system.
Following these statements, BELIFT LAB filed a lawsuit against Min Hee Jin for defamation and business interference, denying all claims of plagiarism. They released a lengthy video presentation attempting to debunk the "copycat" narrative by showing that many of the styles attributed to NewJeans were actually part of broader fashion and cultural trends. Despite these legal and public relations efforts, the "copycat" label has continued to follow ILLIT, creating a polarized environment where every creative choice made by the group is compared to NewJeans’ discography.
By mid-2025, the tension seemed to have cooled as both groups focused on their respective international tours. However, the release of "I Got Your Back" in July 2026 has effectively reignited the debate, suggesting that the industry and the audience have not yet moved past the "creative theft" narrative that dominated the headlines two years prior.
The Industry Perspective: Trend vs. Identity
From a journalistic and industry-analysis standpoint, the line between following a trend and infringing on a unique brand identity is often blurred. The "NewRetro" or "Y2K" aesthetic has been a dominant force in the 5th generation of K-pop. Groups like TripleS, Kiss of Life, and even older groups like STAYC have toyed with retro elements.
The challenge for HYBE is the management of its multi-label system. When multiple subsidiaries—like ADOR, BELIFT LAB, Source Music, and Pledis—all operate under one corporate roof, the sharing of resources, stylists, and even creative directors can lead to an unintentional homogenization of content. Critics argue that HYBE’s "success formula" is being applied too broadly, resulting in groups that look and sound like variations of a single successful prototype.
In the case of "I Got Your Back," the inclusion of retro elements is not inherently problematic. However, when the specific combination of filters, camera angles, and "low-effort chic" styling is deployed so soon after NewJeans’ successful Japanese campaign, the timing suggests a strategic overlap that many fans find difficult to ignore.
Official Responses and Corporate Stance
As of the current reporting, BELIFT LAB has not issued a specific statement regarding the "I Got Your Back" controversy. Their previous stance remains their official position: that ILLIT’s creative direction is an independent process and that similarities to other groups are coincidental products of current global fashion trends.
Internally, HYBE has continued to promote the "independence" of its labels, yet the recurring nature of these controversies has led to calls for more distinct "brand siloing." Industry insiders suggest that the corporate hierarchy may be prioritizing market saturation over creative differentiation. By having multiple groups occupy similar aesthetic spaces, HYBE can dominate the "retro-pop" market share, even if it causes friction between the individual fandoms.
Social Media Sentiment and Fandom Polarization
The reaction on platforms like X (formerly Twitter) and TikTok has been starkly divided. One segment of the K-pop community, often identifying as "Bunnies" (NewJeans fans), has expressed frustration over what they see as a lack of originality. One viral post stated, "I honestly feel so bad for NewJeans’ team who spent ages studying and creating art just to see their hard work being copied by a group for the past 2 years." This sentiment reflects a belief that NewJeans’ creative team, led by Min Hee Jin’s original vision, pioneered a specific sub-genre that others are now "strip-mining" for commercial gain.
Conversely, "GLLITs" (ILLIT fans) have defended the group, pointing out that the retro style is a "common intro" and a "normal way of introducing members." They argue that the accusations are a form of gatekeeping, where one group is granted "ownership" over an entire decade’s worth of aesthetic history. "It has nothing similar; y’all are just crazy," one fan wrote, highlighting the exhaustion many feel regarding the constant comparisons.
Broader Implications for the K-pop Market
The persistent "ILLIT vs. NewJeans" narrative has broader implications for how intellectual property and creative concepts are handled in K-pop. Unlike songwriting or choreography, "concepts" and "aesthetics" are not easily protected under current copyright laws. This makes the K-pop industry a "gray market" for creative ideas, where the first group to successfully market a look often becomes the "owner" of it in the court of public opinion, regardless of the legal reality.
This controversy also highlights the precarious position of the artists themselves. The members of ILLIT, who are still in the early years of their careers, are often the targets of online vitriol for creative decisions made by executives and creative directors. The "copycat" label can be a heavy burden for young idols, potentially overshadowing their talent and vocal contributions to their music.
As ILLIT continues their promotions in Japan, the success of "I Got Your Back" will be a litmus test for whether the group can transcend these comparisons. If the single performs well on the Oricon charts and gains traction on Japanese radio, it may prove that the general public is less concerned with "creative overlap" than the core K-pop fandom. However, if the controversy continues to dominate the conversation, BELIFT LAB may be forced to pivot ILLIT’s image once more to establish a truly distinct identity that cannot be mistaken for any other group.
In conclusion, the "I Got Your Back" release has proven that the wounds from the 2024 HYBE-ADOR feud remain unhealed. While the music video is a polished entry into the Japanese market, its stylistic choices have ensured that the debate over creative originality in the age of multi-label conglomerates will continue to be a central theme in the K-pop narrative for the foreseeable future.