the reason why he is so hated is because he was abusive to the girls and constantly sabotaged their growth because of his obsession with being an underground and indie kpop girl group (which like.. what??? make an indie band instead.) he forbade them from posting freely on social media, doing vlives, and appearing on TV. this restrictive/controlling attitude has carried through with current management, but stems from jaden's ideological view on how loona should be managed.

and you might think abuse is an overstatement, like "how could you possibly say that without knowing everything" and like, yeah true. but by abuse, i don't mean to infer anything about his relationships with the members and how he spoke to them (though from what little they've said, he didn't treat them kindly), but i mean solely on the basis he starved the children in his care, which is pretty obviously child abuse.

the diet he enforced on the trainees was 1 apple and an egg (often with yolk removed, or only half, or some other arrangement of apple/egg combo) and that was it, for the entire day, whilst often rehearsing ~12 hours daily. hyunjin, sooyoung, choerry and lip have all talked about this diet and how hellish it was for them. choerry, hyunjin and lip were kids for their entire traineeship period. the rest of the girls were also on this diet, but the aforementioned the only members that explicitly mentioned it - heejin & yeojin were also kids when they were forced on this diet. sooyoung recently mentioned that while she was a trainee, she dropped from 49kg (108lbs) to 42kg (92lbs) and may i remind you that she's only 5ft 5.

on top of that, he told hyeju that she needed to lose 6kg (in the span of less than 3 weeks?) or she wouldn't debut - she was 16 at the time. he also demanded her to starve for the entire duration of seollal (korean new year) which is a holiday spent with family eating delicious foods. she ended up not eating for 8 days over the HOLIDAYS, that's just plain sadistic. another sick thing he did was when sooyoung ordered snacks (like got korean ubereats), jaden intercepted the delivery and confiscated it, and then bragged about it on his instagram (and quickly deleted it) which is like genuinely nasty.

also there's the sexualisation of lip, choerry and hyeju issue which i think can be quite subjective at times, but if korean people were complaining that the lyrics of LCM, written in korean, were too sexual for a 16 year old (15 at time of recording) to sing, then i'm inclined to believe them over the international fans that don't know korean and desperately don't want it to be true. other parts being the styling for 18 year old (underage in korea) lip to wear during eclipse mv (it's literally shibari...) and the sexual choreography in sweet crazy love as well as egoist (lifting up her skirt in a pair of ripped tights? she's 16?) also choerry literally lamented the fact she debuted too young on a loona+ video earlier this year, so i think that sums up how she feels pretty well.

jaden is also known for being insufferable to work with. as one example, when asked which of the 12 loona members was the most difficult to work with, the monotree staff all agree that it was by far jaden, and none of the members. on the monotree show, one of the old A&Rs (ryu jiin) jokingly called him out for using her as unpaid labour after being guilted into filming jinsoul's underwater scene in SITR.