Prior to transferring to HYBE's ADOR, CEO Min Hee Jin is actually the person behind the concepts of THESE 6 K-pop masterpieces!

(Photo : HYBE)
HYBE CBO Min Hee Jin

While K-pop idols' concepts tend to be repetitive and follow a certain trend, these six K-pop groups broke this stereotype by showcasing "experimental" concepts which were tremendously loved by K-pop fans since its release until now.

Behind these hits was the "Genius Creative Director" Min Hee Jin, who after working with SM Entertainment for more than 20 years transferred to HYBE and founded her own sub-label, ADOR.

Here Are 6 Hits Conceptualized By Min Hee Jin:

(Photo : Red Velvet, EXO, NewJeans (Kpop Wiki))

1. Girls' Generation's 'Gee'

Min Hee Jin was already leading visual arts even in second gen era, starting with Girls' Generation.

At that time, the concept of girl groups was "unrealistic," and "unreachable girl." But Min Hee Jin broke this image and gave SNSD a friendly and plain look by clothing them in plain shirts and jeans with natural-looking makeup.

In the MV, the girl group was also seen wearing colorful skinny jeans, which started a trend at the time it was released.

2. SHINee's 'Romeo'

In regard to second gen male idols, Min Hee Jin also popularized the unique and trendy design with SHINee's second-mini album, "Romeo."

From album planning, photography process and costume directing, Min Hee Jin participated in everything. The quintet then created influence with their iconic masks, introducing f(x) Krystal in the MV as well, who is known to be Min's muse.

3. f(x)'s 'Pink Tape'

Although f(x) is currently on a hiatus, its second full-length album, "Pink Tape" remained one of the most iconic albums in K-pop to date.

Aside from the legendary design of the album like cassette tape, the overall vibe of the songs, visuals and MV of the whole album was just dreamy, retro, light, unique and harmonious.

This album is a masterpiece that can only be remembered for a long time in K-pop history.

4. EXO's 'Growl' from 'XOXO'

Before K-pop's transition in the third-gen era, boy groups commonly have strong, dark and bad boy look. Due to this, Min Hee Jin captivated public taste with a fresh concept with "Growl."

EXO's "Growl" represented the immature days of young people wearing and since then, the school uniform concept among idols became popular.

 5. Red Velvet's 'Peek-a-boo' From 'Perfect Velvet'

Most of the time, girl groups were forced to stick to their main concept– either innocent & pure or "girl crush" & sexy.

However, Min Hee Jin broke another stereotype by introducing Red Velvet with two concepts, "strong and attractive red" and "feminine and soft velvet," making them a versatile and flexible group.

In fact, The MV for Red Velvet's title track "Peek-a-boo" drew huge attention when it was unveiled for its charming concept that felt like a dreary yet somewhat bizarre foreign horror music video. Wacky, mysterious, straightforward and likely to exist in fantasy.

6. NewJeans 'New Jeans'

Even when Min Hee Jin founded her own label, she continued giving her groups such as NewJeans unique concepts.

The group's concept follows her ambition to make the group become an icon of the times like jeans, which people find every day and never get tired of wearing it.

Rather than the girl-crush type, New Jeans pushed for a natural image by reducing usual female idols' colorful makeup and styling them with casual clothes and giving them black, straight, and long hairstyles.

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Written by Eunice Dawson.