The entertainment news in recent days mostly revolves around the K-Pop war between HYBE, a subsidiary of BTS, and Min Hee Jin, the head of its subsidiary ADOR. Even when Min Hee Jin announced that she would leave NewJeans with all the members she created to start her own business, HYBE’s stock price skyrocketed overnight. It plummeted 7.81%, and its market value evaporated by nearly 750 billion won (approximately NT$19.3 billion), which is almost the same as the market value of YG Entertainment! What did Min Hee Jin do right that allowed NewJeans to break multiple records and become a world-class girl group in less than five years after their debut?
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100% directed by Min Hee Jin
Min Hee Jin was born as a graphic designer. After arriving at SM Entertainment, her bold creativity combined with avant-garde visual style gradually made her the creative director of SM. Many first-line Korean groups such as Girls’ Generation, Super Junior, SHINee, EXO… are from She worked until 2018. After leaving SM Entertainment, where she had stayed for 16 years, she joined BTS’s company BIG HIT Entertainment as the brand director the following year. As BTS became popular around the world, the company established HYBE Group, and later established a subsidiary company ADOR, and made Min Hee Jin the person in charge. She also started global auditions in 2019. After nearly three years of preparation, NewJeans was created. This group is known as “a girl group 100% directed by Min Hee Jin”. It can be said that it has not yet Since his debut, he has raised everyone’s expectations to the highest level with a super high topic.
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A refreshing break from the K-Pop formula
Like their brothers BTS, NewJeans used the “world” as their stage when they debuted. From visuals to music, they did not follow the K-Pop route on the market. Maybe everyone can’t imagine that they were named NewJeans because they wanted them to last as long as new jeans. , it is composed of five girls born in the 2000s, Minji, Hanni, Danielle, Haerin and Hyein, but the music style is the Y2K style that was popular in the 1990s and 2000s with a touch of house, from the songs, lyrics to the MV. You can feel the cuteness and innocence of the five young girls, and their appearance and overall style also follow the youthful and invincible Y2K style. This group immediately injected a fresh soul into the music scene as soon as they debuted, and the number of album pre-orders skyrocketed. It exceeded 444,000 copies in three days, becoming the most watched phenomenon girl group in recent years!
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The most powerful topic making machine
As a god-level K-Pop producer, Min Hee Jin not only knows how to “package” her artists, but also knows how to create topics for the artists. Within just a few days after NewJeans debuted, they released “Attention”, “Hype Boy”, The three title songs of “Cookie” made everyone brainwashed by this group’s music every day. The subsequent releases of “OMG” and “Ditto” also attracted global attention in the shortest time. In addition to the second mini-album, Warner also used the popular IP ” “The Powerpuff Girls” created super cute images for the five of them, and also released hit songs such as “Super Shy” and “ETA”. It even invited Chinese actor Tony Leung to participate in the filming of the MV for “Cool With You”. It can be said that every step was taken. Very precise. So far, NewJeans has had four songs with over 100 million views on Spotify. They were invited by the “Billboard Awards” in 2023 and became the first girl group in history to perform on Billboard. They also won the “Best of the Year” award at the same event. Best K-Pop Award”.
Keep up with fashion resources
With the popularity of K-Pop around the world, Min Hee Jin also knew how huge the business opportunities behind it were. Therefore, the entire NewJeans group was invited by Chanel Beauty on the day of their debut to attend the “N°1” series of skin care product events. Then Gucci took the first shot, signing Hanni as its brand ambassador, and other brands followed quickly. Burberry and Celine signed Danielle, Louis Vuitton signed Hyein, Chanel signed Minji, and Dior signed Haerin… in just a short time In less than a year, the five members have been quickly linked to the world’s first-tier boutiques, as well as affordable brands such as Nike and Levi’s. The five members’ financial power and influence have directly increased to the point where no Korean group can even see a car during the same period. taillight. Seeing this, are you not surprised why HYBE and ADOR would rather break up to keep NewJeans?
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Tags: HYBEs stock price evaporated billion won overnight KPop war begun ace project Min Hee Jin relies tricks build NewJeans worldclass girl group
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