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Min Hee-jin, the former CEO of ADOR, recently disclosed her pivotal role in shaping and branding HYBE. She revealed that she created HYBE’s iconic slogan, "We Believe in Music."
On September 27, Min Hee-jin took the stage as a keynote speaker at the 2024 Hyundai Card Da Vinci Motel event in Itaewon, Seoul.
“I didn’t come up with the name HYBE, but I did create the slogan. I poured my hopes and soul into how I envisioned the company could be,” she stated.
Min Hee-jin’s 100-minute keynote: claim of creating brand logos, and desire to redefine K-pop’s future
Known for her unconventional and innovative approach to K-pop, Min Hee-jin gave a keynote, titled "The Producer Who Breaks K-pop’s Formula: Min Hee Jin’s Freestyle." She talked about her design work, claiming that she personally created the logos for both SM Entertainment and HYBE, two of the biggest entertainment companies in the Korean industry.
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She further admitted that she did not coin the name "HYBE," however, Min Hee-jin asserted that she was the one to craft the now iconic slogan, "We Believe in Music."
“I created both the SM logo and the HYBE logo.. I thought it would be great to merge art and business in a meaningful way. But at the time, no one else was doing that. I wanted to give it a try.”
The Hyundai Card Da Vinci Motel event was held in Itaewon, Yongsan-gu, Seoul. The gathering brought together prominent figures from various industries, including art, business, and technology. Among the many speakers, Min Hee-jin was an eagerly awaited one.
She took the stage for a keynote speech that lasted an impressive 100 minutes—twice as long as other presentations. It delved deep into her creative journey in the K-pop industry.
Min Hee-jin shared how her vision of blending the worlds of art and business has driven much of her work. For her, the fusion of the two was about bringing something truly different to the K-pop landscape. She believed that this blend introduces new possibilities, not only for the industry but also for how audiences experience music.
Throughout her speech, she reflected on her desire to break traditional norms in the entertainment world. Specifically, she wanted to challenge the ways music and entertainment are produced and consumed.
"I wanted to create something different, something that resonated deeply with people," she said.
Dressed in a black leather jacket and a matching black cap, she also expressed her gratitude to the audience for their warm reception.
"I can’t believe you’re welcoming me like this," she remarked.
However, she requested the audience to refrain from filming her during the session.
“Please don’t take photos. The truth is, we won’t have many opportunities to meet like this. Whether you’re Bunnies (fans of NewJeans) or not, this moment is very special to me. I want today to feel like a conversation between friends.”
The Hyundai Card Da Vinci Motel event is more than just a series of talks. It’s a cultural convergence that showcases performances, exhibitions, and discussions from leaders across various fields. It has earned a reputation as a hub for creative and intellectual exchange, offering a platform for bold ideas and fresh perspectives.
Min Hee-jin's dispute with HYBE: NewJeans' plea and rejection of CEO reinstatement
Since late April 2024, a dispute has unfolded between former ADOR CEO Min Hee-jin and HYBE. The conflict began when she accused the parent company of copying NewJeans's concept for a new girl group. The disagreement persisted until HYBE decided to part ways with her on August 27, 2024.
In the days leading up to Min Hee-jin’s appearance at the Hyundai event, the K-pop world was buzzing with speculation about her professional future. On September 11, NewJeans members held an emergency live broadcast on YouTube.
They urged her reinstatement as CEO by September 25. The group further expressed concern over Hee-jin's absence and its impact on their creative direction. Their plea sparked widespread attention from both fans and industry insiders.
By September 25, HYBE had proposed a compromise. The company rejected the call for her reinstatement as CEO but offered her a position as an internal director for NewJeans. However, Hee-jin declined the offer.
The ex-CEO's refusal to return to the executive role has further deepened the intrigue surrounding her next moves in the industry. Known for breaking the mold, Min Hee-jin continues to challenge the expectations placed on K-pop producers.
