Three stars were specifially targeted.
Koreaboo
The recent leak of HYBE’s internal documents has sparked fresh controversy. The documents reveal unflattering comments not only about rival companies but also aimed at their artists — with some even being specified by name. Such has been the case for several JYP Entertainment female stars.
Among the statements were inflammatory comments on the personal image and actions of ITZY’s Yuna, as well as NMIXX’s Haewon and Kyujin, leaving fans outraged.
In one part of the report, HYBE allegedly addressed ITZY’s Yuna, referencing her focus on appearance and hinting that she may be leaning into a “sex appeal” style. Comparing her to former JYP idols Sunmi and Hyuna, the report claimed she might be facing similar pressures in an environment where protecting mental boundaries can be challenging.
Like other former JYP female idols such as Sunmi and Hyuna, she appears to be showing similar signs of being exposed long-term to an environment where maintaining mental defenses is difficult, resulting in a notable emphasis on appearance and sex appeal.
— HYBE internal report
Meanwhile, HYBE’s notes about NMIXX members Haewon and Kyujin also attracted significant attention. The document reportedly mentioned that Haewon had been seen reading a feminist book, a detail that HYBE insiders speculated could be spun against her.
Claims have emerged that Haewon was reading a feminist book. This could potentially be used as provocative content against her, with accusations of ‘team-killing’ by trying to capitalize on feminist issues.
— HYBE internal report
Kyujin was also discussed in the document, which pointed out her appearance on LE SSERAFIM Eunchae’s Styler show. HYBE’s report noted that Kyujin’s physical contrast to Eunchae during a challenge was “noticeable and concerning,” despite the positive reception of her appearance on the show.
Kyujin appeared in [LE SSERAFIM] Eunchae’s ‘Styler’ show and helped generate positive responses to the content, but during the challenge, the physical difference between her and Eunchae was quite noticeable and concerning.
— HYBE internal report
Fans and netizens have taken to social media to express frustration over these comments, accusing HYBE of overstepping and disrespecting artists from other companies. Many are demanding accountability from HYBE and a subsequent apology.
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