Min Hee-jin

Min Hee-jin (Korean: 민희진; born 1979) is a South Korean art director and graphic designer. She is the current CEO of ADOR, a subsidiary of entertainment company Hybe Corporation, where she previously served as chief brand officer. She was formerly a creative director at SM Entertainment, where she was responsible for the branding of groups such as Girls' Generation, Shinee, f(x), Exo and Red Velvet.

In this Korean name, the family name is Min.

Min Hee-jin
Born1979 (1979)
South Korea
EducationSeoul Women's University
Occupations
  • Art director
  • graphic designer
Years active2002–present
Korean name
Hangul
Revised RomanizationMin Hui-jin
McCune–ReischauerMin Hŭichin

Early life

Min was born in 1979. She attended Seoul Women's University, where she received a degree in visual design.[1]

Career

2002–2018: SM Entertainment

Min joined SM Entertainment in 2002 as a graphic designer. She was later promoted to creative director and led the visual branding of groups such as Girls' Generation, Shinee, f(x), Exo and Red Velvet.[2] Her role involved overseeing the planning and production of album artwork, costumes and music videos, as well as building the artist's brand identity through non-visual means. For instance, she created an exhibition to commemorate the release of f(x)'s 4 Walls album (2015), and engaged fans in a deductive game titled "Pathcode" as part of promotions for Exo's 2015 album Exodus.[3] During her tenure at SM, she received attention for her innovative, experimental approach to art direction, which differed from the formulaic style used by first-generation K-pop idols.[4] Min is credited with shifting the visual direction of the K-pop industry to become more concept-driven,[5][6] and is particularly noted for her work on f(x)'s 2013 album Pink Tape.[7] She joined SM's board of directors in 2017,[2] but left the company at the end of 2018 due to burnout.[1][8]

2019–present: Hybe Corporation

Min joined Hybe Corporation in 2019 as chief brand officer and oversaw the company's rebranding.[2] She was appointed CEO of Hybe's new subsidiary ADOR (All Doors One Room) in November 2021. Min shared in a statement, "Our label won’t hesitate to accept new challenges and strive to create artist IP and content containing ADOR's unique philosophy."[9] The label unveiled its first girl group NewJeans in July 2022,[10] with Min leading their creative direction and development.[9] They released their debut self-titled extended play on August 1.[10]

Controversies

Min has been accused by online users of sharing and being supportive of pedophilic content, such as the poster of the 1974 film I'll Take Her Like a Father, on her social media account and adopting a Lolita-inspired concept in her works with f(x) and NewJeans, among others. In response, ADOR announced they have taken legal action against the allegations.[11][12][13][14]

Awards and nominations
Name of the award ceremony, year presented, category, nominee(s) of the award, and the result of the nomination
Award ceremony Year Category Nominee / work Result Ref.
MAMA Awards 2016 Best Visual & Art Director Min Hee-jin Won [15]
2022 Breakout Producer Won [16]

Listicles
Name of publisher, year listed, name of listicle, and placement
Publisher Year Listicle Placement Ref.
Billboard 2023 International Power Players Placed [17]
Women in Music – Multisector Placed [18]

References
  1. Jo, Hae-ram (July 1, 2019). SM→빅히트 민희진 누구?…아이돌에 의미를 입힌 '컨셉트 장인' [SM → Big Hit. Who is Min Hee-jin? The 'concept craftsman' who gave meaning to idols]. Money Today (in Korean). Archived from the original on July 22, 2022. Retrieved July 22, 2022 – via Naver.
  2. Choi, Ji-won (July 19, 2021). "Who are the key players at Hybe in the post-Bang Si-hyuk era?". The Korea Herald. Archived from the original on July 19, 2021. Retrieved July 22, 2022.
  3. Park, Soo-yoon (July 11, 2018). [음악계 우먼파워] ③SM엔터테인먼트 민희진 이사 [[Woman Power in the Music Industry] ③ SM Entertainment Director Min Hee-jin]. Yonhap News Agency (in Korean). Retrieved July 28, 2022.
  4. Jun, Harry; Kim, Jae-hun; Park, Sanha; Jin, Chae-min; Cha, Woo-jin. "How Much Do You Know about Min Hee-jin?". Be(Attitude). Archived from the original on April 14, 2022. Retrieved July 22, 2022.
  5. "From Jane Campion to Youn Yuh-jung: Women That Have Made an Impact in Global Entertainment". Variety. March 2, 2022. Archived from the original on March 3, 2022. Retrieved July 22, 2022.
  6. Choi, Ji-won (August 29, 2022). "'Min Hee-jin Effect': How the K-pop mastermind and NewJeans are doing things differently". The Korea Herald. Archived from the original on August 17, 2023. Retrieved August 17, 2023.
  7. Hong, Hye-min (July 7, 2022). [HI★초점] 민희진 걸그룹, 하이브의 틀을 깨라 [[HI Focus] Min Hee-jin's girl group breaks the mould of Hybe]. Hankook Ilbo (in Korean). Archived from the original on July 22, 2022. Retrieved July 22, 2022 – via Naver.
  8. Choi, Hee-jae (December 2, 2021). 민희진 "SM 이사 1년만 퇴사→하이브行…이수만과 울었다" (유퀴즈)[종합] [Min Hee-jin: "I quit my job as SM director after one year → Hybe... I cried with Lee Soo-man" (Yoo Quiz) [General]]. Xports News (in Korean). Archived from the original on July 22, 2022. Retrieved July 22, 2022 – via Naver.
  9. Lee, Jae-lim (November 12, 2021). "Hybe to establish new music label with Min Hee-jin at helm". Korea JoongAng Daily. Archived from the original on July 2, 2022. Retrieved July 22, 2022.
  10. Chin, Carmen (July 22, 2022). "Hybe's latest girl group NewJeans make their much-anticipated debut with 'Attention'". NME. Archived from the original on July 22, 2022. Retrieved July 22, 2022.
  11. Lee, Sun-myung (July 28, 2022). 하이브 민희진 '롤리타 성향' 논란…뉴진스 론칭 거부감 확산 [Controversy over Min Hee-jin from Hybe's 'Lolita tendency'... Spreading disapproval for NewJeans' debut]. Kyunghyang Shinmun (in Korean). Retrieved February 6, 2023.
  12. Hwang, Hye-jin (August 10, 2022). 민희진, 로리타 의심 악성루머 고소 "뉴진스 악플러도 선처 NO" [Min Hee-jin sues over Lolita malicious rumours. "No mercy towards NewJeans' malicious commenters."]. Newsen (in Korean). Retrieved February 6, 2023.
  13. Choi, Jae-won (February 2, 2023). 뉴진스 소속사가 '악플러' 대거 고소하자, "여자만 팬다"며 난리난 여초 커뮤 회원들 [After NewJeans' agency sued a large number of 'malicious commenters', members of the female community went crazy saying, "Only women are targeted."]. Insight (in Korean). Retrieved February 7, 2023.
  14. Yang, Haley (August 30, 2022). "Under 19 and full of innuendos: NewJeans controversy is latest in K-pop sexualization". Korea JoongAng Daily. Archived from the original on August 17, 2023. Retrieved August 17, 2023.
  15. Choi, Hyun-seok (December 2, 2016). MAMA 베스트 제작자상 방시혁·프로듀서상 블랙아이드필승 [MAMA Best Producer Award Bang Si-hyuk, Producer Award Black Eyed Pilseung]. Yonhap News Agency (in Korean). Archived from the original on July 22, 2022. Retrieved July 22, 2022 – via Naver.
  16. Yoon, Ki-baek (November 30, 2022). "뉴진스 제작자' 민희진, 브레이크아웃 프로듀서상 [2022 MAMA AWARDS]" ['New Jeans Producer' Min Hee-jin, Breakout Producer Award [2022 MAMA AWARDS]]. Edaily (in Korean). Retrieved November 30, 2022 – via Naver.
  17. Duffy, Thom (April 25, 2023). "Billboard's 2023 International Power Players Revealed". Billboard. Retrieved September 19, 2023.
  18. "Billboard Women in Music 2023 – Management, Legal, Finance, Business Management, Branding, and Multisector". Billboard. Retrieved September 19, 2023.
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