The controversy surrounding allegations of a so-called “reverse viral” campaign targeting Min Hee Jin, former CEO of ADOR, may escalate into legal action reaching HYBE’s headquarters in South Korea, according to her legal representatives.
Reports indicate that a U.S.-based attorney recently met with Min and explained that an ongoing lawsuit involving TAG PR, an American public relations firm suspected of conducting a covert smear campaign, could expand beyond HYBE America to include HYBE’s Korean parent company through the U.S. discovery process. Min previously disclosed via social media on January 19 that she had met with the attorney.
On January 23, Min’s legal representative told Hankyoreh that attorney Matthew Donald Umhoefer explained how the structure of U.S. litigation allows discovery requests to extend to affiliated entities, including overseas headquarters, if evidence suggests coordination or instruction. Umhoefer represents Stephanie Jones, founder of U.S. public relations firm Jonesworks, who has filed a lawsuit claiming she was defamed by TAG PR.
According to Min’s representatives, the existence of a website suspected of targeting her, titled 'minheejin. net,' was revealed during the discovery process in the U.S. lawsuit. Umhoefer reportedly outlined how what he described as “aggressive PR” campaigns typically operate, citing methods such as creating fake websites aimed at specific individuals, distributing maliciously edited videos using past interviews, and artificially amplifying negative sentiment through bots and other technical tools.
He reportedly stated that such actions could go beyond defamation and may constitute illegal civil fraud, as they allegedly involve the deliberate creation of false public criticism using technological means. Min’s representative added that Umhoefer pointed out similarities between the alleged tactics used against Min and those employed in a previous case involving Hollywood actress Blake Lively, in which TAG PR was accused of conducting an aggressive public relations campaign on behalf of actor and director Justin Baldoni.
The representative further stated that Umhoefer indicated it would be difficult to rule out the possibility that TAG PR employed similar methods while acting in HYBE’s interests, particularly as portions of the alleged conduct have reportedly been substantiated through tangible evidence such as text messages and emails.
Because TAG PR was reportedly a company owned by HYBE through HYBE America, Min’s legal team emphasized that the lawsuit could ultimately be directed at HYBE’s headquarters in South Korea. According to the representative, the legal strategy would begin with discovery proceedings against HYBE America, which is based in Santa Monica. If evidence emerges indicating coordination or directives from the Korean headquarters, the scope of the lawsuit could expand accordingly.
“This strategy relies on the strong discovery powers of U.S. courts to determine whether there was organized corporate involvement,” the representative explained. They added that Umhoefer noted allegations that a corporation systematically undermined a successful female creator are considered a highly sensitive issue in U.S. society. He reportedly estimated that potential damages could begin at tens of millions of dollars.
The representative concluded by stating that Min’s team plans to proceed cautiously and reveal further findings in stages following additional legal review. Allegations that a company systematically defamed and undermined Min were first reported on December 10 in a Hankyoreh exclusive titled, 'HYBE-Owned PR Firm Conducted ‘Reverse Viral’ Campaign Against Min Hee Jin, Lawsuit Filed in the U.S.' In response, HYBE denied the claims, stating that the issue stems from unilateral allegations made by one party in an unrelated legal dispute and that neither HYBE nor HYBE America was involved in any activities beyond legitimate public relations work.
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