On the 7th, Japan's NHK took a deep dive into the vibrant world of K-pop, specifically focusing on the revolutionary group New Genes and their visionary executive producer, Min Hee-jin.

The documentary, titled 'Songs that Reverberate Around the World - New Era of Japan-Korea POPS,' provided an intimate look into the group's journey and the driving force behind their distinctive style.

Breaking the Chains of Stereotypical Style

Min Hee-jin, also the CEO of Adore and the catalyst behind the 'New Jeans Syndrome,' shared her aspirations to break free from the shackles of stereotypical K-pop fashion during the Japanese broadcast.

In an era dominated by mainstream styles, Min aimed to introduce a diverse range of expressions not commonly seen in the industry.

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The Birth of 'New Jeans': A Departure from the Mainstream

Explaining the genesis of 'New Jeans,' CEO Min emphasized, "I wanted to showcase a variety of styles that were not seen in the mainstream, steering away from existing norms."

In a candid revelation, she highlighted the pitfalls of a market driven solely by popularity, where formulas are recycled, leading to the establishment of a stereotypical style. Her mission? To shatter that mold.

Min Hee-jin further expressed her motivation, stating, "Rather than making calculated business moves, I wanted to present a carefree and bright image suitable for the younger age group."

Her ultimate goal through New Genes? To create content that defies standardization, sparking curiosity and breaking away from the conventional.

Daniel's Endorsement: A Commitment Beyond the Norm

In the documentary, New Genes member Daniel offered glowing praise for CEO Min, describing her as "a person who gives 110% to everything she does." This testament underscored the unwavering dedication propelling the 'New Jeans' initiative.

Behind the Scenes: Unveiling Min Hee-jin's Directing Process

NHK not only brought Min Hee-jin's vision to the forefront but also delved into the intricacies of her directing process, providing viewers with an exclusive behind-the-scenes glimpse.

NewJeans and Min Hee-jin with Kim Eun-ju NHK Special Interview#NewJeans #뉴진스#NewJeans_is_Everywhere#Hanni #Minji #Haerin #Hyein #Danielle pic.twitter.com/9DGXLflojh

— Mark (@MarkJP1008) January 7, 2024

Additionally, an interview with performance director Kim Eun-joo added layers to the narrative, offering insights into the collaborative efforts shaping this groundbreaking project.

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Written by Cassidy Jones.