Originally published in print in February 2026. View print issues here.

Imagine trying to live out your dream as a K-pop idol and being forced to only eat ice cubes for a week to lose weight. Beneath all the viral hits and stunning choreography from K-pop groups is the hidden reality of how South Korean entertainment companies treat idols. 

Rigorous beauty standards, control over idols and long training hours — these are just a few ways major companies mistreat their idols. 

Fans should question whether they should continue supporting these huge companies that inflict so much pain and pressure on young idols.

A substantial part of the idol world is netizens, or online users, who gain influence by funding the groups through their support. They reinforce the extreme Korean beauty standards — which consists of perfect faces and bodies — and play a major role in how groups act and dress, leading the labels to force idols to fit the image they want.

One instance of this is with Twice’s Hirai Momo before she debuted back in 2015. Her label, JYP, forced her to lose 15 pounds a week before her debut. During a livestream, Momo revealed that her diet consisted of ice cubes and that she would cry at night due to the fear of not waking up the next day. 

While dieting, she also feared the label would remove her from the debut lineup for not meeting netizens’ visual expectations.

While idols’ conditions can be jeopardized by their labels, it’s not only limited to physical health. JYP has also had instances of members going on hiatus due to mental health effects from extremely busy schedules during album promotions.

Choi Jisu (Lia), a member of the girl group Itzy, went on hiatus on Sept. 18, 2023 for mental health reasons.

Lia sent a letter to fans expressing how she was taking a step back from group activities and wanted to focus on recovering her mental health. As a result of her busy schedule from album. eleases, she was diagnosed with an anxiety disorder, which ultimately caused her to miss Itzy’s second world tour completely.

Although JYP gave her nearly a year to rest and receive treatment for her disorder, Lia’s condition highlights how brutal Idols’ schedules are. People should not be pushed to their limits to receive good treatment from a company.

These instances highlight physical mistreatment, but that’s only one part of the puzzle. Idols are arguably treated worse mentally because of the high standards for idols in Korea.

Worldwide debates about the girl group NewJeans rose when all five members attempted to end their contracts with their label ADOR after they fired CEO Min Hee-Jin

On Sept. 11, 2024, the group went on an unauthorized live stream on YouTube, where they explained how they had been mistreated by ADOR. The members also expressed how they wished that ADOR would protect them from deliberate mistreatment by their parent company HYBE.

According to Teen Vogue, the group stated “ADOR does not have the will or ability to protect NewJeans.” On Dec. 29, 2025, ADOR stated that member Danielle Marsh’s contract was terminated for breaching the exclusive contract and for participating in independent activities, which they argued hurt the reputation of ADOR and NewJeans. According to Forbes, the label is also suing Danielle and Min Hee-Jin for roughly $30 million.

From Sept. 11, 2024, to Oct. 30, 2025 — the time period that ADOR and NewJeans have been having this dispute — ADOR could have made more money than what they are suing for. According to Billboard and NME, ADOR sold 4.3 million albums in Korean alone and generated $80 million in 2023, which is a 166% increase from the previous year. 

As of Jan. 16, all current NewJeans members except for Kim Minji have returned to ADOR.

While members are considered “workers” under the label, they should still have a voice in making decisions that affect their daily lives.

These instances highlight the control that these companies have over the idols. At times, they are seen as pawns in a game to get the most money rather than human beings. Companies like JYPE — one of the largest and most influential South Korean entertainment companies — shouldn’t normalize unethical practices just because they make a lot of money. Fans support artists by streaming songs, purchasing albums, attending concerts or buying merch. Idols dedicate their life to creating the best possible product for fans, and demonstrating support for them recognizes their hard work. 

However, fans should still try to convince labels to treat the idols better. K-pop relies heavily on listeners’ opinions, album and concert ticket sales, as well as the voices of netizens. Companies are sensitive to widespread backlash online, and by being vocal about mental and physical health, humane working conditions and fair working schedules, fans can shift the industry norms of K-pop.

Love for artists shouldn’t hinder listeners from speaking out against exploitative management companies. Fans should use their voice to create a system for idols to thrive and create music without sacrificing their well-being.

Illustration by Irene Yoon/Special to Bear Witness