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.

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

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. 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. 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. Min is credited with shifting the visual direction of the K-pop industry to become more concept-driven, and is particularly noted for her work on f(x)'s 2013 album Pink Tape. She joined SM's board of directors in 2017, but left the company at the end of 2018 due to burnout.

2019–present: Hybe Corporation

Min joined Hybe Corporation in 2019 as chief brand officer and oversaw the company's rebranding. 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." The label unveiled its first girl group NewJeans in July 2022, with Min leading their creative direction and development. They released their debut self-titled extended play on August 1. In 2023, Min was awarded the Seoul City Culture Award by the Seoul Metropolitan Government for her work with NewJeans.

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.

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