Min Hee-jin is a name that anyone who likes and is interested in K-pop might have heard of at least once. Min Hee-jin is currently the founder of ADOR, an entertainment agency created by HYBE, and the executive producer of the idol group New Jeans.

Heejin Min before founding ADOR:

After graduating from the Department of Visual Design at Seoul Women's University, Min Hee-jin joined SM Entertainment through open recruitment in 2002 and is the owner of a legendary career, rising to an executive position at SM Entertainment. SM Entertainment created an album concept and album art, creating art that had never existed before in the history of K-pop, creating a turning point for the idol trend. Through the album art of SHINee's 2nd album 'ROMEO', he became known among SM fans for the first time. In particular, in 2013, Min Hee-jin's sensuous artistry, which is still talked about, was produced in the album f(x)-'s 'Pink Tape' art film, and made her name known outside the SM fandom. Also, in the same year, EXO's 'Growl' concept was created, opening a generation of male idols in school uniforms. When he left SM Entertainment in the second half of 2018 due to some kind of burnout syndrome, he directed the concept of Red Velvet until he left.

At the time Min Hee-jin left SM Entertainment, Big Hit, a company belonging to BTS, expanded its scale and began taking over other entertainment companies, creating the current Hive Entertainment. After that, in 2019, Bang Shi-hyeok, the founder of Hive Entertainment, sent a love call to Min Hee-jin, and Min Hee-jin joined Hive as CBO. Upon entering the company, he was in charge of the entire interior of the current Hive office building. After that, he founded ADOR, which he currently serves as CEO, and resigned from Hive CBO. Previously at SM Entertainment, I was in charge of everything 'visible', such as the concept and styling of the artists' outfits, album covers, images, logos, designs, and videos.

Characteristics of Min Hee-jin, producer of Korean idol group New Jeans:

It is known that they are only good at classical and unusual concepts by using the hipster code, but when you look at the concept of Girls' Generation's 'Gee' activity outfit, white tee jeans, 'Tell me your wish' uniform, and EXO's 'Growl' school uniform concept, it is more up-to-date than unusual. It seems to have made a good fashion.

The style of New Jeans includes unique yet modern elements, such as wearing long, straight hair, light makeup, and wearing bulky pants that were popular in the 2000s. Or, if you watch the New Jeans debut by releasing a music video without any teasers, you can see that they hate being caught in the formula. However, it seems that they are continuing to create the latest trend by using new methods, such as recording and releasing music videos using only the iPhone 14 Pro recently.

Min Hee-jin is making New Jeans a special presence through original and creative design and media strategy, and I believe that this approach will continue to showcase more innovative ideas and designs.