Min Hee-jin: Breaking Boundaries in K-Pop and Beyond

Min Hee-jin, the former creative director of SM Entertainment, is a visionary force who has left an indelible mark on the K-Pop industry and beyond. Her unique blend of artistry, innovation, and business acumen has transformed the way we experience music and set new standards for the entertainment world.
A Journey of Discovery
Hee-jin's passion for the arts began at an early age. As a teenager, she immersed herself in music, fashion, and design, exploring a wide range of creative disciplines. In 2002, she joined SM Entertainment as a trainee, where her talent and dedication quickly caught the attention of the company's executives.
Hee-jin's true calling, however, lay in the realm of creative direction. She was fascinated by the power of music to connect with audiences on a deep level and believed that visual imagery could elevate that connection to new heights.
A Creative Force
In 2009, Hee-jin was appointed creative director of SM Entertainment's sub-label, SM C&C. This was a defining moment in her career, giving her the opportunity to shape the visual identities of some of K-Pop's most iconic groups, including f(x), EXO, and Red Velvet.
Hee-jin's creative vision extended far beyond music videos and album covers. She oversaw every aspect of the artists' image, from their wardrobe and hairstyles to their stage performances and merchandise. Her attention to detail and ability to create cohesive and striking visuals set new standards for the industry.
Under Hee-jin's leadership, SM artists became known for their boundary-pushing aesthetic. Their music videos were works of art, combining stunning visuals with innovative storytelling. Their stage performances were mesmerizing spectacles that showcased their talents and left a lasting impression on fans.
Beyond K-Pop
Hee-jin's influence extended beyond the K-Pop sphere. She collaborated with renowned fashion designers and photographers, bringing her unique style and perspective to the worlds of high fashion and art. Her work was featured in prestigious exhibitions and publications, blurring the lines between commercial and artistic expression.
A Lasting Legacy
In 2022, Hee-jin left SM Entertainment to establish her own creative agency, ADOR. This move signaled her continued desire to push the boundaries and break new ground in the entertainment industry.
Hee-jin's legacy is undeniable. She has transformed the way K-Pop is perceived and has inspired countless young artists to pursue their creative dreams. Her ability to combine innovation with artistic integrity has created a lasting impact on the industry and left an enduring mark on the global cultural landscape.
As she embarks on this new chapter in her career, it is clear that Hee-jin's creative genius will continue to captivate and inspire audiences for years to come.