The tumultuous internal situation involving HYBE, its subsidiary ADOR, and the girl group NewJeans reached a new peak with the announcement of a truck protest organized by the group’s dedicated fandom, known as Bunnies.
On November 24, 2025 KST, a fan collective operating under the name “NewJeansTruckTaskTeam” declared their intent to stage the demonstration, signaling profound dissatisfaction with the handling of the ongoing conflict and the perceived neglect of the artists by both ADOR and its parent company, HYBE.
This fan action is set against a complex backdrop of corporate uncertainty, delayed comebacks, and mounting tension between the fandoms of the multiple groups managed under the massive entertainment conglomerate.
Fandom’s Condemnation and Demands for Transparency
The core issue fueling the NewJeans fandom’s protest is the perceived failure of the management agencies to uphold their fundamental duty of protecting the five members: Minji, Hanni , Danielle , Haerin, and Hyein.
In their official statement, the “NewJeansTruckTaskTeam” expressed sharp condemnation, stating,
“Although ADOR’s long-awaited goal of bringing NewJeans back is becoming a reality, what we are seeing instead is the company’s unclear stance and distorted media play.”
NewJeans (Credit: YouTube)
They argued that “irresponsible speculative reports” are directly pushing the artists into the center of unnecessary public controversy, which the agency is failing to shield them from.
The fans asserted a powerful principle of accountability:
“A company that neglects its duty to protect its artists cannot claim its rights as an agency.”
The truck protest—a common and highly visible form of fan activism in the K-pop industry—is intended to be a direct and unavoidable message to the management.
The key demands issued by the Bunnies collective include:
- Immediate fulfillment of the company’s basic duty to protect the artists.
- An end to neglect and unproductive media warfare.
- Transparent disclosure of all legal response measures taken against malicious commentators and rumor generators.
The fandom specifically called for “concrete and transparent updates that fans can accept,” such as information on identifying offenders, the progress of legal complaints, and the closure of accounts that systematically generate malicious rumors.
They underscored that guaranteeing and protecting the personal rights of the members is the first essential step toward restoring trust and remains the agency’s “fundamental responsibility.”
Uncertainty Surrounding NewJeans’ Return Status
Adding to the fan dissatisfaction is the ambiguity surrounding NewJeans’ official comeback and the status of the members’ return to ADOR.
Following the major corporate upheaval between HYBE and ADOR’s leadership, all five members of NewJeans reportedly expressed their intention to return to the subsidiary label.
However, ADOR’s subsequent official communication has only confirmed the return of two members, Haerin and Hyein, while stating it is still “verifying the intent” of the remaining members (Minji, Hanni, and Danielle).
This lack of clarity and slow movement on a crucial decision point has exacerbated fan anxiety and fueled the perception that the management is mishandling the situation, leaving the members exposed during a period of intense public scrutiny.
Escalating Inter-Fandom Conflict Within HYBE
Just days prior, on November 20th, fans of HYBE groups LE SSERAFIM and ILLIT staged their own truck protest directly in front of HYBE’s Yongsan headquarters.
The groups’ fans were explicitly criticizing NewJeans’ return and demanding stronger protection and anti-harassment measures for their own artists, who they feel have been negatively affected by the long-standing corporate dispute.
This situation demonstrates a worrying descent into open “media warfare” not just between companies, but between the fan communities themselves.
The fandom protests highlight a shared demand for proactive, visible corporate action, as silence and inaction are deemed by the protesting fans to be “complicity” in the attacks against the artists.
The NewJeans fandom, reiterating their “unwavering” support for all five members, is now preparing its protest slogans, ensuring their demonstration is the next powerful public statement in this complex and critical period for the fate of one of K-pop’s leading girl groups.
The K-Pop landscape is currently witnessing the emergence of powerful new talents, and the rookie girl group ILLIT has just cemented their status as a global force to be reckoned with.
Their latest single, “NOT CUTE ANYMORE,” has achieved a remarkable digital milestone, soaring past 10 million views on YouTube in an astonishingly short span of just two days.
This achievement is a definitive signal of the group’s rapid ascent and formidable international appeal in the highly competitive girl group space.
A Monumental Milestone for Rookie Girl Groups
The speed at which “NOT CUTE ANYMORE” reached the eight-figure view count on YouTube is a crucial indicator of ILLIT’s immediate and potent appeal.
Achieving 10 million views in just 48 hours is not merely a number; it represents a comprehensive success across several critical industry metrics.
For any established K-Pop act, this would be a commendable feat, but for a rookie group still solidifying their place in the intensely competitive landscape, it is a monumental achievement that sets them apart from their contemporaries.
This rapid accumulation of traffic implies a highly dedicated and organized global fanbase—often referred to as a “fandom power”—that mobilized swiftly and efficiently upon the song’s release.
It also suggests that the track’s pre-release buzz, coupled with the high quality of the final product and music video, successfully captured the attention of casual listeners and global music media.
The YouTube view count is widely recognized as the primary tool for measuring a K-Pop group’s immediate international reach, and this achievement firmly establishes ILLIT as a frontrunner among the new wave of talent defining the current K-Pop generation.
It validates their agency’s creative direction, signaling that the group has successfully transcended purely domestic interest to become a recognized global player with significant commercial power.
ILLIT (Credit: YouTube)
The Momentum Behind “NOT CUTE ANYMORE”
The immense success of the view count is inextricably linked to the title track itself and its accompanying music video.
The rapid engagement suggests that “NOT CUTE ANYMORE” delivered a highly resonant concept that struck a chord with the modern global audience.
K-Pop is a visually driven genre, and the music video must have been executed with high-quality production, memorable aesthetics, and impactful choreography, driving viewers to watch repeatedly.
The title suggests a possible thematic shift for the group, perhaps moving from a purely innocent image to one that incorporates a bolder, more confident element of femininity and maturity, which often generates intense fan discussion and high-volume streams.
Furthermore, the sonic quality of the track—its catchy hook, refined production value, and overall radio-friendliness—must have been strong enough to drive repeated streams, which directly contributes to the swift view accumulation.
In the digital age, a song’s virality is often determined by its immediate impact and shareability.
The massive number of views in a two-day period is clear evidence that the track was immediately shared across social media platforms, reacted to by content creators and influencers, and streamed heavily by dedicated fans committed to hitting the milestone target.
This level of immediate and sustained engagement underscores the effectiveness of their comeback strategy.
ILLIT’s Growing Global Footprint
The lightning-fast success of “NOT CUTE ANYMORE” sets a clear and promising trajectory for ILLIT’s future career.
In the K-Pop industry, such early milestones are highly predictive of long-term success, high album sales, and sustained positive international media coverage.
This achievement now places a high level of expectation on their subsequent releases, promotional activities, and potential large-scale engagements, such as international tours and major brand endorsements.
The ability of the group to mobilize a 10-million-view effort in just two days confirms their standing as a group with genuine global appeal, a critical factor in securing longevity in today’s competitive market.
Digital platforms like YouTube and global streaming services are the foundation of K-Pop’s international dominance, and a strong performance on these platforms translates directly into leverage and influence for the group.
By achieving this significant metric so quickly, ILLIT has not only galvanized their current fanbase but has also attracted the attention of potential new listeners and industry observers who recognize the undeniable power of their rapid growth.
This explosive early momentum ensures that ILLIT will be a closely watched act as they continue to define their sound and image, with “NOT CUTE ANYMORE” serving as a powerful declaration of their current popularity and huge potential for sustained success in the global music world.
