Min Hee-jin Shares Vision Behind HYBE’s ‘We Believe in Music’ Slogan

Min Hee-jin, the former CEO of ADOR, has recently shared her key influence in developing and branding HYBE. She revealed that she was behind HYBE’s renowned slogan, “We Believe in Music.”

On September 27, Min Hee-jin delivered a keynote speech at the 2024 Hyundai Card Da Vinci Motel event in Itaewon, Seoul.

“I didn’t come up with the name HYBE, but I did create the slogan. I poured my hopes and soul into how I envisioned the company could be,” she stated.

Min Hee-jin’s 100-minute keynote: Claim of creating brand logos and vision for K-pop’s evolution

Recognized for her innovative methods in the K-pop industry, Min Hee-jin presented a keynote titled “The Producer Who Breaks K-pop’s Formula: Min Hee Jin’s Freestyle.”In her address, she discussed her design contributions, asserting that she personally crafted the logos for both SM Entertainment and HYBE, two leading firms in the Korean entertainment sector.

While she acknowledged that she did not coin the name “HYBE,”Min Hee-jin asserted her role in developing the now-iconic slogan, “We Believe in Music.”

“I created both the SM logo and the HYBE logo. I envisioned merging art and business in a meaningful way. At that time, no one was doing something similar. I wanted to take that leap.”

The Hyundai Card Da Vinci Motel event, hosted in Itaewon, Yongsan-gu, Seoul, attracted key figures from diverse fields, including art, business, and technology. Min Hee-jin was one of the most anticipated speakers.

Her keynote lasted an impressive 100 minutes, double the length of many other presentations, allowing her to explore in detail her creative journey within the K-pop realm.

Min Hee-jin emphasized how her vision of uniting art and business has fueled much of her professional endeavors. She believes that this fusion offers exciting new potentials, not just for the industry, but also for how audiences engage with music.

Throughout her presentation, she reflected on her intention to break away from traditional conventions in the entertainment industry, specifically aiming to challenge the established norms of music production and consumption.

“I wanted to create something unique that resonates deeply with people,”she expressed.

Sporting a black leather jacket and matching cap, she also took a moment to express her heartfelt appreciation to the audience for their warm welcome.

“I can’t believe you’re welcoming me like this,”she remarked.

However, she kindly requested the audience to refrain from taking photographs during her session.

“Please don’t take photos. The truth is, we won’t have many opportunities to meet like this. Whether you’re Bunnies (fans of NewJeans) or not, this moment is incredibly special to me. I want today to feel like a conversation between friends.”

The Hyundai Card Da Vinci Motel event goes beyond just a series of discussions. It represents a cultural convergence showcasing performances, exhibitions, and dialogues from leaders across various sectors.

Min Hee-jin’s conflict with HYBE: NewJeans’ call for her return and rejection of CEO reinstatement

Since late April 2024, a conflict has arisen between former ADOR CEO Min Hee-jin and HYBE. The dispute initiated when she accused the parent company of emulating NewJeans’s concept for a new girl group. The disagreement persisted until HYBE announced her departure on August 27, 2024.

Leading up to Min Hee-jin’s address at the Hyundai event, the K-pop community was rife with speculation regarding her future. On September 11, the members of NewJeans held an emergency live broadcast on YouTube.

During this broadcast, they urged her reinstatement as CEO before September 25, expressing concern about her absence and its effects on their creative direction. Their appeal drew significant attention from fans and industry insiders alike.

By September 25, HYBE proposed a compromise, rejecting the call for her reinstatement as CEO but offering her an internal director position for NewJeans. However, she declined this offer.

Min Hee-jin’s refusal to accept a return to her executive role has only deepened the intrigue surrounding her future in the industry. Known for her ability to break the mold, she continues to challenge conventional expectations placed on K-pop producers.

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