HYBE CBO Min Hee-jin’s girl group is finally born! 

HYBE CBO Min Hee-jin’s girl group is finally ready to be released to the world.

The first official content of a new girl group of HYBE’s new label ADOR, led by CEO Min Hee-jin, will be released on the 22nd. The first rookie girl group created by CEO Min since moving to HYBE will be unveiled in earnest. Regarding the concept of the new girl group, CEO Min said, “The ‘music’ they will introduce is the concept and color that the team pursues.”

Earlier, on the 1st, ADOR posted a video related to the new girl group through its official Twitter account. The video showed five rabbits skating among flames. It attracts attention by exuding a lovely and unique atmosphere. The style that CEO Min has shown at SM Entertainment has disappeared, further raising expectations.


During her time working under SM, Min has made great contributions as an art director. Among them, the second full-length art film from the album “Pink Tape” of group F(x), released in 2013, is still being talked about by fans 9 years later. “Pink Tape”, which is still recognized as having a dreamlike and fairy-tale image, was also included in Melon’s list of the 100 best Korean pop songs. Aside from F(x), it’s not an exaggeration to say that most artists from SM, including Girls’ Generation, SHINee, Red Velvet, and NCT, have built their worldview through CEO Min’s artistic direction. 


In response, music fans who liked the sensitivity of Min Hee-jin have high expectations for a new girl group to be born in ADOR, which CEO Min established after moving to HYBE. These days, a large number of prominent girl groups such as aespa, IVE, NMIXX, and LE SSERAFIM have appeared, and attention is being paid to what visual concept and music the new girl group from ADOR will debut with and how it will achieve.


Jung Min-jae, a popular music critic, said, “CEO Min Hee-jin has a clear personality, but she tends to preserve the artist’s personality well.” He continued, “CEO Min has a lot of excellent work in her portfolio. So I have high expectations for the team she’s been in charge of from the very beginning.”

Source: Daum

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