ILLIT Deletes NewJeans “Shades” Content Abruptly From New Album

ILLIT is facing backlash after their new album rollout sparked a plagiarism controversy involving NewJeans.

The controversy began when ILLIT released their fourth mini album, MAMIHLAPINATAPAI, on April 30, KST. Fans had mixed reactions to the group’s new sound direction.

Soon after, NewJeans fans noticed that the album’s original description on Apple Music directly mentioned NewJeans. The description addressed ongoing comparisons between ILLIT’s concept and NewJeans, claiming the new album would end those comparisons and establish ILLIT’s unique sound.

When ILLIT debuted in 2024, the multinational girl group was accused of leaning too close to the aesthetic and sound of K-pop contemporaries NewJeans. By the time of MAMIHLAPINATAPAI’S release two years later, members Yunah, Minju, Moka, Wonhee, and Iroha have had the chance to prove what they’re capable of outside of those comparisons.
— The original description of ILLIT’s new album on Apple Music

Fans quickly reacted on social media, calling out BELIFT LAB for seemingly using NewJeans’ name for noise marketing. The album description was soon updated to remove the mention of NewJeans, but the backlash had already gained momentum.

tell us something about illit
bethief lab: “so imagine newjeans…”
— @asaccelerator

it’s disrespectful for both groups but they knows we will jump each other’s throats again and that’s the only strategy hybe use
— @deernelle

belift blames nwjns as if it wasn’t their fault for plagarising their production… and then on top of that throws the illit girls under the bus like they were the ones in charge. when will this shitty label take responsibility????
— @haerinlemonzest

What’s going on… who in their right mind will do such a thing, they are literally on trial for similarity
— @giveupdontup

As the situation unfolded, fans accused HYBE of recycling concepts and choreographies across their girl groups, fueling further criticism amid the simultaneous comebacks.

HYBE Accused Of Recycling Choreographies And Concepts Internally

The plagiarism dispute and the controversial album description have put ILLIT and BELIFT LAB under intense scrutiny, with fans demanding accountability and clarity on the issue.