민희진 (Min Hee-jin)
Min Hee-jin, born on December 16, 1979, in South Korea, is a designer and branding expert. She graduated from Seoul Women's University with a degree in Visual Design. In 2002, she joined SM Entertainment, where she handled the branding for idol groups such as Girls' Generation, f(x), SHINee, EXO, and Red Velvet. In 2019, she joined HYBE and became the CEO of its subsidiary, ADOR, in 2021. She debuted the girl group NewJeans in 2022.
What are the examples of Min Hee-jin's work and what
are their characteristics and why am I drawn to them?
For K-pop groups to stand out and become famous among fierce competition, having a unique concept is essential. Min Hee-jin excels at establishing and artistically expressing the concepts of many K-pop groups. She creates a visual language that complements the music and performance, enhancing the group’s identity and individuality. Her work significantly influences the group's overall image, from album design to music videos, stage outfits, and promotional materials.
The reason I'm so drawn to the many K-pop albums and groups she's worked on is that each concept is diverse, and visually, they are stunning. As a K-pop fan, I deeply appreciate how her designs add another layer of meaning to the music and performances, making the overall experience richer and more immersive. Her attention to detail and creative approach allow fans to feel more connected to the group, and in turn, the groups can showcase a distinctive presence.
Starting with "Rum Pum Pum Pum" and "Shadow," Min Hee-jin captured the diverse emotions of teenage girls, combining themes like rivalry over appearance, nostalgia for a first love, and the desire for freedom into the "Pink Tape" concept. She successfully broke away from the typical "cute, pure, or sexy" images of girl groups by presenting a fresh and multifaceted take on girlhood. The album received critical acclaim, being recognized as one of the top 100 Korean albums of all time and one of the best in girl group history. Min Hee-jin’s concept directing was particularly praised, as she introduced art movie format, which presented an overarching "universe" throughout the entire album. This marked a shift in the industry, where albums no longer just decorated the songs but built a cohesive narrative from the start, influencing everything from the music to the choreography and costumes. The introduction of the art film format, with its almost modern-art level of quality, set a new standard in K-pop.
SHINee’s "View," along with f(x)'s Pink Tape album, is considered one of the defining examples of Min Hee-jin's artistic style. As the title track of SHINee's Odd album, for which Min Hee-jin directed the music video, it showcases her signature dreamy and ethereal aesthetic. By watching both the Pink Tape art film and this music video, people can clearly understand the essence of Min Hee-jin’s distinctive creative vision.
EXO’s "Growl" became a sensation with its addictive melody and unique concept. Min Hee-jin introduced the school uniform and high-teen concept, incorporating details like student IDs and name tags as album merchandise, which captivated fans. This album set the trend for high-teen concepts in male idol songs, a style that continues to excite K-pop fans to this day.
Red Velvet's Happiness showcases one of the more unique and abstract styles among Min Hee-jin's diverse body of work. The vibrant colors and eclectic, collage-style visuals give the video a distinct, surreal atmosphere, reflecting her more unconventional and complex approach. Personally, I love the creativity and artistic flair in the video, which is why it's one of my favorite K-pop MVs—it’s visually striking ㅡand leaves a lasting impression.
In 2021, Min Hee-jin left SM Entertainment and joined HYBE, where she established the group NewJeans under the ADOR label in 2022. From their debut, NewJeans released a series of hit songs, with the Y2K concept, crafted by Min Hee-jin, becoming a nationwide trend. One of my favorite tracks from them is "How Sweet," a recent release with a unique music video concept. The fresh transitions between different perspectives and the strong visual direction make the video particularly captivating.