ILLIT “Shades” NewJeans In New Album Content, Deletes It Abruptly
ILLIT’s new album has become the source of an unexpected controversy after fans noticed NewJeans being dragged into the rollout.
ILLIT recently made their comeback with the fourth mini album, MAMIHLAPINATAPAI. The album was released globally on April 30, KST, and has received mixed opinions over the new direction of their sound.
This initial reaction was followed by fierce criticism when NewJeans fans noticed that NewJeans was directly name-dropped on Apple Music for this release.
According to screenshots circulating online, the very first line of the album description of MAMIHLAPINATAPAI mentioned NewJeans, referring to the ongoing discourse about ILLIT’s concept resembling theirs closely. It then went on to assert that this album finally put such comparisons to rest, launching a new era of ILLIT’s own soundscape.
illit shading newjeans in their promo 😭 https://t.co/VAGDOpBPvp
— faye 🐇 (@hypeg1rls) May 1, 2026
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
As soon as fans noticed this content, it sparked a huge uproar on social media. The album description was quickly updated to exclude the line mentioning NewJeans, but the controversy had already gained pace.
update: hybe deleted the line after they probably saw this tweet pic.twitter.com/JcKjDHaAgI
— ۟ (@hybendings) May 1, 2026
Fans fiercely called out BELIFT LAB for this move, accusing them of trying to “use” NewJeans for noise marketing.
*tell us something about illit*
bethief lab: "so imagine newjeans…" https://t.co/lkgULH8E23
— 𓆩춤𓆪 (@asaccelerator) May 1, 2026
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 https://t.co/upOOhPfs29
— 𐂂 (@deernelle) May 1, 2026
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???? https://t.co/z3yBc5XSEV
— 𑣲⋆.˚ kira! ⁵ (@haerinlemonzest) April 30, 2026
What’s going on… who in their right mind will do such a thing, they are literally on trial for similarity https://t.co/Y7nFyRGM9H
— s•fi (@giveupdontup) April 30, 2026
Meanwhile, with the simultaneous comeback of three of its girl groups, HYBE has been accused of “recycling” elements for their new releases.
HYBE Accused Of Recycling Choreographies And Concepts Internally
