The company is already in heated waters.
Koreaboo
17 minutes ago
BELIFT LAB has been accused of lying in a post about ILLIT due to NewJeans, and it has sparked major backlash.
| @illit_official/Instagram
Recently, BELIFT LAB shared an article with an achievement for ILLIT’s song “Almond Chocolate.”
[기사] #아일릿 ‘Almond Chocolate’, 日서 1억 스트리밍 돌파…열도가 주목https://t.co/eukiCFS4lx
— BELIFT LAB (@BELIFTLAB) March 11, 2026
Based on this achievement, ILLIT won the Excellent Work Award with ‘Almond Chocolate’ at the Japan Record Awards (67th edition). It was the only song by an overseas artist to receive the Excellent Work Award, and it also marks the first time a Japanese original song by a K-pop group has won this award.
— MyDaily
When the post was shared, it was full of netizens accusing BELIFT LAB of lying and misleading the public, with many explaining that NewJeans had the same achievement first, with a community note being added to the post.
BELIFT LAB, aren’t you ashamed of openly misleading the public when the facts are easily accessible to everyone?
Trying to erase NewJeans’ achievements will not change reality. The truth is already documented.
Claims that ILLIT are the first K-pop group to win at the Japan… https://t.co/zbB6aKTjSv pic.twitter.com/LtCTIIQiNR
— luna⁵ ୨ৎ (@luenacore) March 11, 2026
Newjeans did it first. Don’t try to erase that. https://t.co/IFKV5l01Dd
— misa𓍼 (@uttedhaerin) March 11, 2026
hello liars! isn’t stealing a blueprint enough? https://t.co/0dJIsKfs0A pic.twitter.com/WuV6i3uqmq
— PoppyKPoppie (@PoppyKPoppie) March 11, 2026
reminder again that it is your contractual duty @alldoorsoneroom to prevent any infringement on NewJean’s IP such as this blatant attempt to bury their achievements
NewJeans won the Excellence Award at Japan Record Awards in 2023 with Ditto and 2024 with Supernatural https://t.co/b1gigy1FZC pic.twitter.com/nJVlTH2Hrq
— lyvꕤ (@breadjeanz_) March 11, 2026
Yet, the “community note” was eventually removed, with netizens hitting back at fans and claiming that the company hadn’t lied about ILLIT’s achievements, and it had stemmed from jealousy.
For your INFORMATION!!!
“Almond Chocolate” was an OST aka ORGINAL SONG Japanese song. ILLIT was the FIRST FOREIGN ARTIST to won with an OST song.
Please make sure to UNDERSTOOD and refrain from being dumb here. https://t.co/3ov7ibtYLQ pic.twitter.com/gz00CWSO4L
— ILLIT BASE (@illitbase_) March 12, 2026
LMFAOOOOO IT’S GONE 😂😂😂
TOKKIS APOLOGIZE TO ILLIT https://t.co/Dv33fmdJ2K pic.twitter.com/2CGkgYASiO
— ʚɞ (@gllitdove) March 12, 2026
An entire fandom coming together to mass community note a LIE, just because they’re jealous of ILLIT’s achievements is insanity…
TOKKIS APOLOGIZE TO ILLIT https://t.co/t6VMoZHAzI pic.twitter.com/UMKUJF4nK1
— ྀིྀིྀིྀིྀི (@pradaburger) March 12, 2026
The company is already in hot water due to the ongoing controversy after Heeseung left ENHYPEN.