I-DLE's Jeon So-yeon Sparks Buzz With "I'm Quitting" Message to CUBE Entertainment

I-DLE leader Jeon So-yeon has set off a wave of speculation about her future with her label. The move comes about two years after she signed a new contract with the company.

On Aug. 27, Jeon So-yeon shared a photo to her Instagram Story with a short caption that read, "I'm quitting."

In the image, So-yeon appears to be facing the CUBE Entertainment logo with her hand raised, as if waving goodbye. The post could be read as a signal that she is leaving her agency. But some believe the phrase may actually be the title of her upcoming music video.

Public profiles on the South Korean casting site Filmmakers appear to support that reading. Actor Lee Kyu-ho's profile lists a credit this year as "male lead in Jeon So-yeon (I-DLE) — 'I'm Quitting' M/V." Actor Park Seo-young's music video credits also list a "2026 Jeon So-yeon (to be released) / office worker role."

Jeon So-yeon has spoken bluntly about her label before. In August 2024, during a solo stage at I-DLE's concert in Songpa district, Seoul, she rewrote her lyrics on the fly. "Do I really have to watch what I say?" she sang, before adding, "Contract ends in November. Who's gonna stop me?"

Later that year, I-DLE won Record of the Year at the 2024 Melon Music Awards on Nov. 30, 2024. During her acceptance speech, Jeon So-yeon told the crowd she had signed a new deal with the agency just before taking the stage, drawing loud cheers from fans.

Whether her latest post points to a real exit or simply the next chapter of her solo work, Jeon So-yeon has once again shown how sharply she controls her own narrative in an industry where artist-label relationships are watched more closely than ever.