On February 3, Min Hee-jin sparked anticipation by posting “Coming soon” on her personal Instagram and the label’s official social media accounts, alongside the date and time of February 5 at 10 a.m. The announcement immediately drew attention regarding what the producer would unveil.
At the scheduled time on February 5, OOAK Records released multiple short videos through its official accounts and Min Hee-jin’s Instagram. One post featured a Korean message reading, “Welcome to OOAK Record Shop,” highlighting the introduction of the label’s branding and concept.
The first video included a female voice speaking in French, delivering a message that suggested confidence in upcoming projects. The voice stated that many things were on the way and encouraged viewers to prepare, hinting that audiences would likely appreciate what is being planned.
Another video featured an electronic display board resembling a public notice. It listed birth years ranging from 2008 to 2013 while leaving the place of birth undisclosed, suggesting that OOAK Records has begun recruiting applicants for its upcoming boy group debut.
OOAK Records was founded by Min Hee-jin in October last year. During previous interviews, she expressed her ambition to create an “interesting company” and had already teased plans to debut a rookie boy group. The February 5 campaign marked a large-scale global promotional effort. A total of 23 campaign videos were released at 10-minute intervals, spanning approximately three hours and 50 minutes. The campaign transformed online platforms into what appeared to be a massive virtual exhibition space.
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The videos portrayed OOAK Record Shops integrated into everyday scenery across major cities worldwide, including Seoul, Tokyo, Bangkok, Dubai, Mexico City, Chicago, Berlin, and Stockholm. Each shop appeared both unfamiliar and strangely recognizable, blending into urban landscapes with a distinct yet mysterious aesthetic. The campaign concluded with a final scene featuring the Seoul OOAK Records shop alongside the message, “Welcome to OOAK Record Shop.”
The nature of the OOAK Record Shop concept has sparked public curiosity, with speculation ranging from the launch of an actual offline retail space to a symbolic expansion of Min Hee-jin’s newly created artistic universe. Rather than serving as simple visual promotions, the 23 videos reportedly contain numerous hidden clues, or Easter eggs, related to the identity of the label’s first boy group. Brief eye contact moments, background city sounds concealing melodies, and mysterious numbers displayed on walls have encouraged fans to engage in decoding the hints.
Through this campaign, OOAK Records intentionally avoided conventional entertainment marketing strategies. Instead of delivering direct information, the label designed short, sensory-driven content that encourages audiences to interpret and uncover details themselves.
Min Hee-jin stated that she aims to present a new style of creative production and business approach rarely seen in the entertainment industry. She emphasized that entertainment’s essence lies in improving quality of life through small moments of daily happiness, adding that she plans to produce the upcoming boy group with sincerity and dedication.
Sources: Daum
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