ILLIT recently kicked off their first concert series, ILLIT LIVE ‘PRESS START♥,’ in Seoul on March 14 at the Ticketlink Live Arena in Songpa-gu. This tour marked a significant milestone for the group as they ventured into the concert scene. However, soon after their performances, fans and viewers began drawing comparisons between ILLIT’s stage choreography in their song “NOT ME” and elements from NewJeans’ 2022 track “Cookie.”
The similarities pointed out by many included seated formations, the use of bench-style props on stage, and coordinated hand motions while seated. Given that NewJeans’ “Cookie” routine was well-known for its bench-centered choreography, the resemblance did not go unnoticed. Fans, particularly those of NewJeans known as Bunnies, argued that the similarities were too striking to ignore.
This discussion also harks back to a previous dispute between the two groups. Both ILLIT and NewJeans are part of the HYBE system but operate under different subsidiaries. In 2024, former ADOR CEO Min Hee-jin accused ILLIT of mirroring NewJeans in various aspects, including styling choices, visual direction, and choreography related to songs like “Cookie” and “Hype Boy.” This critique sparked a significant controversy within the industry.
Many online users have speculated that BELIFT, the agency managing ILLIT, might be intentionally borrowing elements associated with NewJeans to garner attention. Some have labeled this as “rage-baiting” in an attempt to capitalize on the nostalgia and popularity of NewJeans to boost ILLIT’s visibility.
On the other hand, some argue that ILLIT’s focus on self-identity in their song “NOT ME” clashes with the idea of copying NewJeans. They point out that sitting choreography is not exclusive to any particular group and that similarities in staging are common in the K-pop industry.
The similarity debate between ILLIT and NewJeans dates back to 2024 when members of NewJeans’ creative team expressed frustration over perceived similarities. Choreographers like Kim Eun-joo and Black Q highlighted instances where choreography from ILLIT appeared reminiscent of NewJeans’ work. This led to a broader discussion on originality and creative integrity within the K-pop scene.
Despite BELIFT LAB denying accusations of imitation and citing common performance trends in K-pop, the conflict escalated, leading to legal actions against Min Hee-jin. A financial dispute between HYBE and Min Hee-jin in 2026 reignited the debate, with the court acknowledging stylistic overlap but refraining from labeling it as plagiarism.
In conclusion, the ongoing debate between ILLIT and NewJeans underscores the complexities of artistic inspiration, originality, and interpretation within the K-pop industry. As fans and industry observers continue to scrutinize the similarities and differences between the two groups, the conversation surrounding artistic integrity and creative expression in K-pop remains relevant and contentious.
