HYBE's ADOR label teases launch of first girl group

Min Hee-jin, chief branding officer of K-pop powerhouse HYBE and CEO of its independent music label ADOR, teased the launch of ADOR's first girl group on Friday. In large electronic billboards across Gangnam District, southern Seoul, short clips..

ADOR, an independent music label under HYBE led by Min Hee-jin, teased the launch of its first girl group on Friday with a short animated clip. [ADOR]

Min Hee-jin, chief branding officer of K-pop powerhouse HYBE and CEO of its independent music label ADOR, teased the launch of ADOR’s first girl group on Friday.

In large electronic billboards across Gangnam District, southern Seoul, short clips showing metallic bubble letters with the date “July 22,” “Min Hee-jin girl group” and “ADOR girl group,” were shown.

On social media, ADOR posted a pop art-inspired animated clip of colorful bunnies walking along a fiery road, announcing that more information on the girl group, perhaps its official name, will be unveiled on July 22.

HYBE's CBO Min Hee-jin leads the company's new independent label ADOR. [HYBE]

Min is best known for having been the creative director of SM Entertainment from 2002 to 2019, taking the helm on visual aspects like music videos or album art for big-name K-pop acts Girls' Generation, SHINee, f(x), EXO, Red Velvet and NCT.

Min joined HYBE and was appointed to lead ADOR, which stands for All Doors One Room, late last year. At the time, ADOR announced that it would recruit participants through “Plus Global Audition,” an audition project hosted by HYBE and Source Music, to create Min’s new girl group.

BY SHIN MIN-HEE [shin.minhee@joongang.co.kr]