Ex-ADOR CEO Min Hee-jin Returns to K-pop with Ooak Records

• Min Hee-jin speeds up Ooak Records' launch with advertisements and teasers before revealing any acts or projects.
• Initial signs point to a possible boy group and recruitment campaign defining Ooak's first big IP narrative.
• Her comeback coincides with persisting HYBE-ADOR legal disputes, emphasizing K-pop's high-stakes corporate power struggles.

Min Hee-jin is moving quickly to reestablish her power in K-pop, releasing the first official communication from her new agency, Ooak Records, amid her ongoing legal battle with HYBE and ADOR. The teaser promotion, which includes a “Coming soon” statement, was released on Thursday (05.02.2026) at 10 a.m. The company has shown a considerable early operational push by releasing short-form video across its social media channels within less than four months of its registration in October 2025.

Despite no publicly announced projects and lack of details on its current website, there is some buzz about a boy group. Min previously stated that there was "no reason to create a rival to NewJeans," indicating the possibility of her launching a boy group instead. Reportedly, the ex-ADOR CEO is also considering alternatives management framework in the K-pop sector. Min previously said (Korea Times), “I want to propose a new management model. I want shorter contract terms. There are still too many loopholes in the standard contract. “

Amongst the short aesthetic videos that Ooak shared, visuals of a record shop and a "Wanted" poster can be seen. The postered reportedly features the text "Born: Between 2008 and 2013 / Place of birth: Unknown," suggesting a prospective recruitment effort or trainee auditions.

Min Hee-jin Launches New Agency After ADOR Fallout

Min has been embroiled in a long-running disagreement with HYBE and ADOR over NewJeans' management and legal authority. The issue evolved into lawsuits over contractual validity, alleged tampering, and corporate governance. This eventually led to Min's departure, with the court verdicts upholding ADOR's contracts with members. ADOR has since sought around 43 billion won in damages connected to the dispute, while associated shareholder litigation is still underway.

Additionally, her return comes at a time when the Korean cultural economy is seeing sustained growth throughout the world. In 2024, Korea Foundation for International Cultural Exchange data highlighted that hallyu-driven entertainment exports (music, merch, and screen content) increased 5.1% from the year 2023, reaching approximately $14 billion USD per year. Whereas, in 2025, the total exports in the content industry accounted for $10.3B in Q3 alone, as per the Korea Creative Content Agency's Content Industry Trend Analysis report. 

Furthermore, the wider Korean content sector (~ $37.94B in 2025) is interestingly continuing to post surpluses in trade, fueled mainly by music exports. This macro momentum is reinforced further by the South Korean government, which is aiming for an aggressive expansion, with the goal of cementing the Korean Wave as a multi-sector soft-power engine that drives global investment cycles.

Against this backdrop, Ooak's early introduction, despite the lack of a definite roster or launch date, demonstrates how brand identity and narrative development are increasingly prioritized in K-pop project debuts. This strategy mirrors a business in which relentless anticipation serves as a fundamental marketing lever in an increasingly globalized, high-stakes industry.