Independent label Ooak Records, founded by renowned creative director Min Hee Jin, has officially launched a next-generation boy group project with a bold promise: to break the “traditional frameworks” long associated with the K-pop idol industry.
According to an announcement published on the company’s official website, Ooak Records has opened a global audition targeting undiscovered male talents born between 2008 and 2013. Notably, there are no restrictions on nationality or country of residence, signaling the label’s ambition to build an internationally diverse lineup from the very beginning rather than focusing solely on the domestic market.
The audition poster, which quickly gained traction across social media platforms, features the striking message: “Soon, this boy will be known by the whole world.” The visual presentation carries Min Hee Jin’s signature aesthetic touch, something that has defined her reputation in the industry for years. Instead of emphasizing conventional idol standards such as flawless performance skills or formulaic visuals, the project highlights the “inherent beauty of boys” and the personal musical narratives they will create themselves.
A representative from Ooak Records stated that the project will focus on natural identity and each member’s individual growth journey. The company likened the group’s development to “a small seed growing into a vast forest,” underscoring patience, nurturing, and long-term artistic evolution over immediate commercial success.
Applications will be accepted from February 24 to March 27 through the company’s official website. Following the initial selection process, Ooak Records plans to gradually reveal the trainees’ development, training journey, and artistic direction, documenting the formation of the group as a long-term “epic” rather than a typical fast-tracked debut cycle.
Industry observers note that Min Hee Jin’s decision to establish and personally lead an independent label marks a significant shift in her career after years of working within major entertainment corporations. If the project fulfills its promise, this new boy group may diverge from the conventional K-pop model of training, debut, and promotion, instead embracing long-form storytelling and deeper artistic identity.
As the idol market grows increasingly competitive and saturated with familiar formulas, Ooak Records’ declaration to “break traditional norms” has sparked both curiosity and debate. Whether this initiative represents genuine innovation or a strategic branding move remains to be seen. The answer may gradually unfold as the first “seeds” of this ambitious project begin to emerge in the coming months.
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