What the new filing claims
At a Sept. 11 hearing in Seoul, HYBE’s legal team submitted materials it says show former ADOR CEO Min Hee-jin drafted a strategy to accuse LE SSERAFIM and ILLIT of “sajaegi” (chart manipulation) — allegedly plotting the ILLIT narrative before the group even debuted. HYBE pointed to an internal packet labeled “Project 1945”, which it says includes a “chart manipulation” section with date markers tied to LE SSERAFIM (Feb. 19) and ILLIT (Mar. 25).
Quick explainer: what is “sajaegi”?
In K-pop discourse, “sajaegi” refers to illicit boosting of chart metrics (e.g., bulk buying/streaming) to fabricate popularity — a serious reputational accusation in Korea’s music market.
How we got here (context you need)
- April–July 2024: The HYBE–ADOR dispute bursts into public view. Source Music (LE SSERAFIM’s label) sues Min for defamation and business disruption over her remarks. BELIFT LAB (ILLIT’s label) also files complaints.
- Oct. 2024–Jul. 2025: HYBE and BELIFT deny plagiarism/“pushing” allegations; police later clear Min of breach-of-trust charges in a separate matter.
- Sept. 11, 2025: Two parallel court tracks: (1) HYBE vs. Min on a shareholder/put-option dispute, where HYBE introduces Project 1945; (2) NewJeans vs. ADOR contract case, where mediation fails and a **verdict is set for Oct. 30.
What each side is saying now
- HYBE’s position: The Project 1945 bundle and related notes show pre-planned “public opinion warfare” and a roadmap to pin sajaegi narratives on LE SSERAFIM and ILLIT (even pre-debut for ILLIT).
- Min/ADOR’s historic stance: Min has long argued that HYBE favored ILLIT and that ILLIT’s early concept copied NewJeans — claims HYBE and BELIFT have disputed. (These points frame, but do not resolve, the new “sajaegi” allegations.)
Why this matters
- For the groups: Even unproven sajaegi chatter can harm brand equity and sponsorships; that’s why Source Music sued over prior statements about LE SSERAFIM, and why BELIFT pushed back around ILLIT.
- For the industry: If a court finds coordinated smear tactics, labels may tighten communications governance and internal-doc security; if not, it underscores how public trials amplify PR narratives without legal findings.
- For the HYBE–ADOR saga: The Oct. 30 ruling in the NewJeans contract case will shape leverage for all sides; meanwhile, the put-option fight over ~26 billion won continues.
What to watch next
- Court’s evidentiary treatment of “Project 1945” (authenticity, context, intent). 2) Any formal response from Min’s side addressing the new “sajaegi” claims specifically. 3) Reputational steps by LE SSERAFIM/ILLIT’s labels to firewall the groups from cross-fire.
