Yet another Korean creative has come forward with accusations toward HYBE‘s Bang Si Hyuk regarding concept theft, following Min Hee Jin‘s allegations of ILLIT copying NewJeans. This time, however, the accusations have to do with BTS and one of their most successful comebacks, The Most Beautiful Moment In Life.
Bang Si Hyuk | Time Magazine
The editor in question, known as Duri, works for ZUZN — an erotic and explicit magazine. In a series of posts on X (formerly known as Twitter) Duri has accused Bang Si Hyuk of stealing the “wet” and “soft, but romantic” concept behind BTS’s “The Most Beautiful Moment In Life: Anxiety” concept photoshoot.
RM in “The Most Beautiful Moment In Life” teasers. | BIGHIT MUSIC
According to Duri, the trouble began when Bang approached her during the early days of BTS when the group was still relatively unknown and struggling to make an impact. Bang — in search of a sexy and appealing direction for BTS — allegedly sought Duri’s expertise as a magazine editor known for pioneering avant-garde themes.
“I, too, had this happen to me. No one will believe me, but the CEO of a company managing one of the most popular idol groups reached out to me personally. At the time, the idol group was a rookie, so things weren’t going too well for them. The CEO said that he was coming to me on the brink of going under and that he wanted my advice as an editor of ZUZN Magazine.
He said he didn’t understand what’s “sexy” about young men. And back then, I did think that the group was on the wrong track. So, I provided as much help as possible.”
— Duri via X (formerly known as Twitter)
Duri claims to have suggested the concept during a casual meeting, after which Bang used these ideas without further acknowledgment or compensation aside from a meal.
“Then… The CEO used the creative idea that I’d mentioned to him for the group’s next album. The album was a huge hit. The members were photographed in the same “wet” and “soft, but romantic” concept that ZUZN Magazine was pioneering. In fact, the CEO had worked with a photographer who used to take photos for me.
What had I gotten in return? A meal. That was it. Later, in an interview, the CEO responded using the exact words that I’d told him. Word per word… I felt so wronged, but there was no way to prove it. I didn’t have any evidence. But the CEO took my ideas from that consultation and re-branded his idol group to see huge success.
— Duri via X (formerly known as Twitter)
Duri’s tweets from 2022. Taehyung in “The Most Beautiful Moment In Life” teasers.| BIGHIT MUSIC
The album marked a significant turning point for BTS. Originally known for their aggressive and masculine hip-hop style, The Most Beautiful Moment in Life, Pt. 1 saw the group transition to a more nuanced sound and concept, exploring themes of youth and the troubles that come with it. The success of this new direction was unprecedented and started BTS’s swift rise to global fame.
Suga in “The Most Beautiful Moment In Life” teasers. | BIGHIT MUSIC Jin in “The Most Beautiful Moment In Life” teasers. | BIGHIT MUSIC
In later tweets, Duri claims to have reached out to Bang Si Hyuk again, this time applying for a position in the company’s art department. However, she accuses the CEO of never contacting her again— even after being told that they would love to work with her.
“Later, I applied to his company’s art directing team. He said, ‘Of course, we’d love to work with you, Duri.’ But I never heard back from him. Every time I see the work, it feels so unfair, and I feel so mad. I decided to think of it as a lesson learned, though, to never share my precious ideas with anyone anywhere ever again.
But in Korea, people steal copyrights, stories, and ideas like that all the time. Too often to consider as “lessons learned.” It’s not that I wanted compensation. I just want the world to at least know that I was the mastermind behind the ideas. There is such a lack of respect for the people in this line of work.”
— Duri via X (formerly known as Twitter)
Duri mentioned the accusations again on X (formerly known as Twitter), saying, “I’ve also had my creative ideas stolen by that CEO. So I’ve been holding a grudge all this time,” after retweeting a video of ADOR CEO Min Hee Jin during her infamous press conference. HYBE has yet to address them.
