Amid the trend of having a unique worldview among K-pop groups, ADOR's CEO Min Hee Jin explained why NewJeans doesn't have a such concept. Is she sniping at SM Entertainment?

Min Hee Jin Reveals Reason NewJeans Doesn't Have Worldview

ADOR's CEO Min Hee Jin, the creator of "Monster Rookie" NewJeans, made a sharp "attack" on the K-pop market.

In January, Cine 21 released an interview with CEO Min. In an interview on the same day, she stated:

"Recently, there are many cases of adding a specific worldview or narrative, but I don't think NewJeans has a noticeable prominent stem."

When asked:

"Was it intentionally to escape from the construction of a worldview where the K-pop industry recently settled?"

In response, CEO Min replied:

"To put it simply, I am a person who has a lot of antipathy to the worldview that K-pop refers to."

As a brief context, a worldview also referred to as metaverse, refers to the concept of a group wherein it follows a certain narrative. The main story was usually shown through the connecting ideas of each song/MV a group releases.

Regarding why NewJeans doesn't follow a such concept, Min Hee Jin explained:

"Some people who have consistently seen our message can name our message a kind of worldview. The perception of the worldview from that point of view is welcome."

(But) there was no reason to be obsessed with the worldview (concept). NewJeans will be quick to throw the topic that needs to be thrown every time."

Did ADOR's CEO Min Hee Jin Snipe at SM Entertainment? How People Are Reacting

When the interview of CEO Min, who expressed antipathy to the K-pop worldview spread online, some internet users and K-pop enthusiasts raised speculation, saying:

"Isn't CEO Min Hee Jin targeting SM Entertainment?"

While there are K-Netz who think that the CEO was simply stating her thoughts about the concept, some claimed that Min has something to say about SM Entertainment.

In particular, prior to transferring to HYBE and launching her own label, ADOR, Min Hee Jin was initially known as the legendary creative director of SM Entertainment who directed numerous hits of SHINee, f(x), EXO, Red Velvet and more.

However, after about 17 years of working with SM, she decided to step down after feeling burned out due to too much work.

Following her remark, many people think that one of the reasons she left was also due to SM's decision to launch KWANGYA, the agency's worldview that SM artists follow.
Some of the groups with vivid concepts like this were EXO, the pioneer of worldview, and aespa, the first girl group to introduce AI members, the ae-aespa.

Internet users responded to CEO Min's remarks on the worldview by saying:

• "This is obviously sniping at SM."
• "I like SM singers, but I agree with this."
• "NewJeans is Min Hee Jin's worldview."
• "Yeah, there's no need to obsess over worldviews."

READ MORE: From EXO to BTS to ENHYPEN: K-Media Highlights the Blueprint and Succeeding Groups with 'Worldview' Concepts in K-pop

For more K-Pop news and updates, keep your tabs open here at KpopStarz.

KpopStarz owns this article.

Written by Eunice Dawson.