ILLIT “Shades” NewJeans in new album content, suddenly deletes it

ILLIT‘s new album has become the source of an unexpected controversy after fans noticed NewJeans be dragged into the rollout.

ILLIT recently made their comeback with the fourth mini-album, MAMIHLAPINATAPAI. The album was released worldwide on April 30, KST, and received mixed reviews regarding the new direction of their sound.

This initial reaction was followed by heavy criticism when NewJeans fans noticed that NewJeans was thrown directly at name Apple Music for this release.

According to screenshots circulating online, the very first line of the album is description of MAMIHLAPINATAPAI called NewJeans, referring to the ongoing discourse about ILLIT’s concept being very similar to theirs. It then went on to claim that this album finally put such comparisons to rest, ushering in a new era of ILLIT’s own soundscape.

illit shading newjeans in their promotion 😭 https://t.co/VAGDOpBPvp

— faye 🐇 (@hypeg1rls) May 1, 2026

When ILLIT debuted in 2024, the multinational girl group was accused of leaning too closely to the aesthetic and sound of K-pop contemporaries NewJeans. By the time of MAMIHLAPINATAPAI’S Released two years later, members Yunah, Minju, Moka, Wonhee, and Iroha had the chance to prove what they were capable of beyond those comparisons.

— The original description of ILLIT’s new album on Apple Music

Once 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 has already settled.

update: hybe deleted the line after probably seeing this tweet pic.twitter.com/JcKjDHaAgI

— ۟ (@hybendings) May 1, 2026

Fans cried out fiercely BELIFT LAB for this move, accusing them of trying to “use” NewJeans for noise marketing.

*tell us something about illit*

bethief lab: “so imagine new jeans…” https://t.co/lkgULH8E23

— 𓆩춤𓆪 (@asaccelerator) May 1, 2026

it’s disrespectful to both groups but they know we’ll jump at each other’s throats again and that’s the only strategy he uses https://t.co/upOOhPfs29

— 𐂂 (@deernelle) May 1, 2026

belift blames nwjns as if it wasn’t their fault that they plagued their production… and then on top of that they throw the weak girls under the bus as if they were the one in charge. when is this crap label going to take responsibility???? https://t.co/z3yBc5XSEV

— 𑣲⋆.˚ kira! ⁵ (@haerinlemonzest) 30 April 2026

What’s up… who in their right mind would do such a thing, they are literally being tried for agreement https://t.co/Y7nFyRGM9H

— s•fi (@giveupdontup) 30 April 2026

Meanwhile, with the simultaneous return of three of their girl groups, HYBE has been accused of “recycling” elements for their new releases.

HYBE is accused of recycling choreographies and concepts internally