The recent collapse in NewJeans brand reputation ranking causes massive concerns and fears that the group might just disband. And yet the truth is, NewJeans remains powerful, showcasing global domination in prominent luxury and international brands. So, what really happened behind the sudden collapse in NewJeans brand reputation ranking? Check out the truth and suspected reasons below.
NewJeans is Suddenly Gone from Korea’s Brand Reputation Ranking – Fear of Sudden Disband?
The sudden collapse of NewJeans members in Korea’s brand reputation ranking resulted in more fear of sabotage and disband.
Previously, The Korea Corporate Reputation Research Institute released its latest version of brand reputation rankings from approximately 680 girl group members from September 20 to October 20. The result shocked almost the entire Kpop community.
While BLACKPINK, aespa, and IVE members continue to dominate the top 10 positions, fans were in massive surprise seeing not even one name of NewJeans members in the ranking. And apparently, it has been a while since the names of NewJeans members appeared in this Korean brand ranking.
Since their sudden debut in 2022, members of NewJeans have frequently dominated the Korean brand reputation ranking with top positions. NewJeans Minji was even found dominating the ranking at #1 until the end of last year.
Then, NewJeans ranked 10th in idol brand reputation in April but dropped to 29th in May and 48th in June, despite a Korean comeback and Japanese debut. Their decline continued, hitting 50th in July and 46th in August, before falling off the chart in September.
The public thought that this nosediving decline was due to the escalating dispute between HYBE and NewJeans’ producer Min Heejin.
However, fans are still suspicious because, despite everything that happened, NewJeans members are still skyrocketing in their international brand value with prominent brand endorsements, including Shinhan Card, Coca-Cola, Calvin Klein, Dior, Gucci, Chanel, and many more.
Until finally, a Korean fan finally reached the Korean Corporate Reputation Research Institute and made an official inquiry regarding NewJeans collapsing position on their brand reputation ranking. And the result is completely shocking.
Alleged Reason for NewJeans’ Collapsing Position from Brand Reputation Ranking: Another HYBE Media Play?
On October 23, a fan revealed through social media X (formerly Twitter) that they had called the Korean Corporate Reputation Research Institute, asking about NewJeans. However, the response from this institute is nothing like they had expected.
저도 아까 통화했는데 답변이랑 대처가 너무 어처구니가없어서 공유합니다 명예훼손으로 고소하신다구요??ㅋㅋㅋㅋㅋ그러세요 그럼 어디서 협박질이신지 https://t.co/uj362ieBfX pic.twitter.com/kMYUMTWxAO
— ? (@newsuhanmoo) October 23, 2024
“I also just had a call, and the response and handling were so absurd that I’m sharing this.
@newsuhanmoo on X.
You’re saying you’re going to sue for defamation? Hahaha, go ahead then.
Let’s see where this intimidation is coming from.”
Along with the caption, the OP also attached what seems to be the official phone number of the Korean Corporate Reputation Research Institute. Not only that, they also shared a transcript of the alleged conversation they had with the officials.
English Translation:
- OP: “I called because there’s something I’d like to know. I saw a press release and called because I want to understand why NewJeans’ brand reputation score dropped out of the top 100.”
- Korean Corporate Reputation Research Institute (RI): “The press release wasn’t issued by us; journalists wrote it based on their own assessment.”
- OP: “I understand that, but I want to know on what grounds they dropped out of the top 100.”
- RI: “Think of it like FIFTY FIFTY’s case.”
- OP: “What do you mean by FIFTY FIFTY?”
- RI: “We view it as being exactly the same as the case with FIFTY FIFTY, which is why they were excluded.”
- OP: “So, are you saying that you make internal decisions regardless of the criteria for brand evaluation?”
- RI: “Yes, that’s correct. We see it as being the same as with FIFTY FIFTY from a legal standpoint.”
- OP: “NewJeans hasn’t filed a lawsuit or is undergoing any legal procedure against HYBE like FIFTY FIFTY does, so how can that be the same? That doesn’t make sense. Please provide a more factual explanation. Can I have the name of the person who answered?
- RI: “You shouldn’t make it public; if you do, I’ll file a lawsuit through my lawyer (in a scolding tone).”
- OP: “If you want to file a defamation lawsuit, go ahead if I make it public. But please let me know the name of the person who is answering.”
- (Ended the call. Tried calling again, but no answer).
More Intimidation from HYBE – Will NewJeans Eventually Disband?
As of today, there’s no official confirmation from HYBE and Korean Corporate Reputation Research Institute about this issue.
And yet, the alleged reasons behind the collapsing position of NewJeans members from the Korean brand reputation ranking resulted in a public concern that with such domination from HYBE, the group might eventually disband.
Fans are rallying to defend NewJeans, but Korean media suddenly published similar reports, directing the public opinion that NewJeans members have lost their brand reputation value. Therefore, fans believe that HYBE is currently working on another media play to undermine NewJeans members’ reputation despite the massive endorsement parade from prominent global brands.
- “Wow. Meanwhile, they were media playing with it. They’re f*cking nasty ㅋㅋㅋㅋ”
- “People who don’t understand context should just stop writing. Does that seem like a complaint call screaming, ‘Why did they fall out of the top 100?’ Dozens of negative articles about NewJeans came out yesterday and today, so it’s obvious that’s why the call was made.”
- “It’s not that we believe in the brand reputation ranking itself, but there are tons of articles derived from it that raise suspicion about negative coverage, so that’s why the inquiry was made. Haha, what’s with the intelligence that doesn’t understand this flow?”
- “Who even acknowledges such a brand reputation ranking? Haha. HYBE is clinging to this kind of thing just because NewJeans is ranked too high in reputable surveys like Gallup.”
- “Honestly, the moment I saw the mediaplay with their brand reputation, I knew something was up.”
- “NewJeans is a top choice for advertisers, so what’s going on with their brand reputation? You’ve got over 100 million won in ads from IFC Mall to The Hyundai, Shinhan, and Coca-Cola ads in Times Square, Lotte Pepero spots there too, plus massive CK ads in New York’s Soho, and Korea Tourism Organization ads on Dubai’s largest billboard. Are you seriously ignoring all that? Convince me, please.”
- “The world is too mean to NewJeans.”
So, what about you? What are your thoughts on NewJeans members collapsing from the Korean brand reputation ranking? Will NewJeans eventually disband due to the alleged constant media play from HYBE? Please share your thoughts with us.
Source: Seoul Economic, TheQoo, X.
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