When people in the design industry talk about the beauty of K-pop, there’s only one creative person in mind: Min Hee Jin. She has established a name in the industry and people are well aware of that.
WHO IS MIN HEE JIN?
Min Hee Jin is the ex-creative director of SM Entertainment and we all know that SM Entertainment is known as one of the biggest musical companies in Korea. They have a lot of famous K-POP musicians like BoA, TVXQ, SUPER JUNIOR, Girls’ Generation, SHINee, f(x), EXO, Red Velvet, and NCT. She joined SM in 2022 and quit in 2019—also in the same year, she became Big Hit’s Chief Brand Officer. At present, she is now HYBE/Ador’s Creative Director and CEO.
HER WORKS
4Walls’ design is one of the epic pieces that had changed the creative trends. By that time of 4Walls, the typical K-POP visual direction was kind of gorgeous and dazzling. This album was released in 2015 that flat design and material design were popular.
EXO is one of the biggest success group and the strength of them with SM’s creative team is a skill of character making. Monster has a very dark concept that is the one why I got into K-POP idols culture. I guess the process fans were attracted by them seems like Japanese animation’s one, therefore the fandoms between K-POP and J-animation are often overlapped.
Red Velvet has been satisfying Min Heejin’s desire for creativity. This Min Heejin’s favorite trick collage seems less effective in terms of making use of idols’ facial appearance to the fullest extent. However, it turns out to be a good example of making a shivering atmosphere for this album. Other photos also show her ability which gives us an eye-opening interpretation gap from their cute styling to mysterious and creepy intentions concept.
W KOREA
She selected her favorite SM’s members, Taemin from SHINee, Kai from EXO, and Krystal from f(x), for the Korean fashion magazine photography program and this was the outcome. Some fans mentioned this as an homage inspired by “The Dreamers” whose main casts are also two males and one female.
AT PRESENT
By 2019, Min Hee-jin began working under HYBE Corporation as its Chief Brand Officer and was appointed as CEO for its subsidiary label ADOR in 2021. She is also the mind behind the creative direction and development of HYBE and ADOR’s first ever girl group, NewJeans, who as of writing, has amassed a large following after the release of their songs and concept.
