By Lina Irawan 
The trajectory of a K-pop idol group is often characterized by rigorous training, highly synchronized performances, and a carefully curated public image of camaraderie. However, the history of the South Korean music industry is also punctuated by internal fractures that occasionally escalate beyond creative differences into the realm of legal disputes and criminal allegations. One of the most complex and troubling examples of such a breakdown is the story of PUREBOY, a group whose potential was overshadowed by a high-profile "disappearance" and subsequent allegations of physical assault that eventually led to the involvement of the South Korean prosecution.
The story of PUREBOY began in 2014 under PURE Entertainment, a mid-sized agency looking to establish a foothold in the increasingly competitive boy group market. Following the disbandment of the agency’s previous group, PURE, the company sought to capitalize on a fresh start with PUREBOY. The group’s debut strategy was ambitious, utilizing a multi-unit system—a trend that was gaining traction at the time—before consolidating into a nine-member lineup. This original roster was designed to appeal to both domestic and international audiences, with a specific focus on the burgeoning Japanese market, which often served as a vital revenue stream for groups struggling to find footing in Seoul.
The 2015 Schism and the Formation of Naughty Boys
The initial phase of PUREBOY’s career was marked by moderate activity, including the addition of new members to bolster their performance capabilities. Among these additions was Seokyu, a member who would later become the central figure in a harrowing legal battle. By early 2015, the group had expanded its reach to Japan, performing promotional events and building a modest fanbase. However, the internal stability of the group was far more fragile than their promotional materials suggested.
The turning point occurred in August 2015. While the group was actively engaged in a promotional tour in Japan, a sudden and unprecedented rift occurred. According to reports from PURE Entertainment at the time, several original members of PUREBOY abruptly severed all contact with the agency. This disappearance was not merely a hiatus but a strategic departure. These members, claiming dissatisfaction with their management or seeking independent opportunities, effectively abandoned their contractual obligations to PURE Entertainment and rebranded themselves as a new, independent entity called Naughty Boys.
This move sent shockwaves through the industry, as it was rare for an entire group—save for a few members—to walk away from their parent agency while actively promoting overseas. The act of "disappearing" while on tour created a logistical and financial nightmare for PURE Entertainment, which had invested significant capital into the Japanese promotions. The agency quickly moved to protect its interests, initiating legal proceedings against the defecting members.
Legal Injunctions and the Return of Members
In early 2016, PURE Entertainment filed an injunction against the members of Naughty Boys, seeking to prevent them from performing under their new name and to enforce the terms of their original contracts. The legal pressure proved effective in the short term, leading to the return of two members, Sangyun and Hayoung, to the agency. However, the majority of the Naughty Boys lineup remained defiant, continuing to seek a path forward outside of PURE Entertainment’s control.
While contractual disputes are common in K-pop, the situation surrounding PUREBOY took a darker turn when allegations of physical violence began to surface. It became clear that the rift within the group was not solely based on financial or management issues, but also on a toxic internal culture that had allegedly turned violent during their time together.
The Seokyu Assault Allegations and Prosecution
The most damaging chapter of the PUREBOY saga began when Seokyu, who had remained with the original agency, came forward with allegations of systemic physical abuse. The accusations were leveled against three members of the breakaway group Naughty Boys: Hwang (later known as Jiho), Jeon (Sangmin), and Yang (Jaewon).
The details of the alleged assaults were particularly severe. According to the investigation conducted by the Yongsan Police Station in Seoul, the three accused members were involved in multiple incidents where Seokyu was subjected to physical violence. The reports detailed two specific occasions where the abuse reached a critical level. Seokyu testified that he was punched and, in a more brutal display of violence, stomped on his chest and stomach.
The investigation by the Yongsan Police Station concluded with a recommendation for indictment. In late 2016, the case was forwarded to the prosecution. The legal proceedings eventually resulted in the three members being fined for assault. While the specific amount of the fines remained undisclosed to the public, the conviction served as a rare legal acknowledgment of bullying and physical battery within the idol industry—a topic that is often hushed up by agencies to protect the "brand" of the group.
Divergent Paths: The Disbandment of PUREBOY
Following the scandal and the loss of its core members, PUREBOY struggled to maintain momentum. The group released one final track, but the brand had been irrevocably tarnished by the combination of the contract dispute and the assault conviction. By 2017, PUREBOY was quietly disbanded, and PURE Entertainment’s presence in the idol market began to fade.
For Seokyu, the victim of the assault, the path forward was fraught with challenges. In an attempt to revive his career and find a new beginning, he participated as a trainee in the second season of the popular survival show Produce 101 in 2017. Despite his history and talent, he was eliminated early in the competition, unable to secure the votes needed to join the final lineup. Following his stint on the show, Seokyu’s presence in the entertainment industry dwindled. By 2019, he had seemingly retired from public life, with no further updates regarding his musical or professional activities.
The Resilience and Rebranding of NTB
In contrast to the total collapse of PUREBOY, the members who formed Naughty Boys managed to sustain a career for several more years. Despite the legal cloud hanging over them, Naughty Boys rebranded themselves as NTB (an abbreviation for Naughty Boys) and continued to promote, particularly in Japan.
NTB remained active from 2016 to 2021, maintaining a dedicated, albeit smaller, fanbase. The group’s ability to continue operating despite the assault convictions of several members raised questions about the industry’s accountability and the "cancel culture" of the mid-2010s, which was less pervasive than it is today. In 2021, NTB officially ceased activities, but the story did not end there. In 2024, it was announced that three members of the group would reform as a trio, a lineup that included two of the individuals previously involved in the Seokyu assault case.
Jiho’s Transition to Production: The Rise of LaVit
Perhaps the most surprising post-scandal career trajectory is that of Hwang Jiho. Despite being one of the members fined for the assault on Seokyu, Jiho successfully transitioned from an idol to a behind-the-scenes power player in the K-pop industry. Rebranding himself as LaVit, he established a career as a music producer and livestreamer.
Under the name LaVit, he has earned credits on tracks for some of the biggest names in the industry, including EXO’s Xiumin and the girl group WJSN (Cosmic Girls). His success as a producer highlights a common phenomenon in the entertainment world where individuals involved in past controversies can find longevity in technical or creative roles where their public-facing image is less of a liability. His ability to work with major labels like SM Entertainment and Starship Entertainment suggests that his professional skills as a composer and producer have, in the eyes of industry executives, superseded his past legal troubles.
Industry Implications and the Legacy of PUREBOY
The PUREBOY and Naughty Boys incident serves as a case study for several systemic issues within the K-pop ecosystem. First, it highlights the vulnerability of members who are added to groups later in their development, often facing a power imbalance that can lead to hazing or abuse. Second, it demonstrates the difficulty agencies face in managing groups during overseas promotions, where the distance from the central office can embolden members to take drastic actions.
Furthermore, the case underscores the legal complexities of idol contracts. The "disappearance" of PUREBOY members was a precursor to the many contract disputes that would follow in the late 2010s and early 2020s, as idols became more aware of their rights and the potential for independent success. However, the element of physical violence in this specific case sets it apart from standard labor disputes, marking it as a dark chapter in the history of "nugu" (lesser-known) groups.
Today, the story of PUREBOY is largely forgotten by the general public, overshadowed by the massive global success of third and fourth-generation groups. Yet, for those who follow the intricacies of the industry, it remains a cautionary tale about the human cost of the idol factory and the uneven paths of justice and redemption for those involved in its most internal conflicts. While some involved have found a way to thrive in the shadows of the recording studio, others, like Seokyu, have left the stage entirely, leaving behind a legacy defined more by a courtroom than a concert hall.
