Min Hee-jin’s OOAK Records Faces BTS Comparisons, AI Allegations

• OOAK Records’ launch sparked backlash, with fans accusing its bookstore-style teasers of echoing BTS’ Magic Shop.
• AI-use allegations quickly followed, reportedly requiring Min Hee-jin to defend OOAK’s creative process publicly.
• OOAK Records’ debut lands amid legal battles and an increasingly competitive K-pop market, raising the stakes for the new label.

Min Hee-jin, the ex-CEO of ADOR, has sparked industry-wide discussion with the debut of her new label, OOAK Records. The release followed a global teaser campaign that critics claim closely resembles BTS' Magic Shop concept, igniting new controversy in the K-pop scene.

OOAK’s Global Teasers Trigger BTS Magic Shop Comparisons

On February 5, OOAK Records released 23 short teaser videos on social media that depicted the "Okay Records Shop" virtually existing across major cities in the world, including Seoul, Tokyo, Bangkok, Dubai, Mexico City, Chicago, Berlin, and Stockholm. Reportedly, the short videos also teased the agency’s first project in the coming days, which could be potentially related to a newly formed boy group.

The teasers also relied heavily on bookshop imagery, which rapidly became a source of contention among BTS fans, who drew comparisons to the group's Magic Shop concept, which is recognized for themes of emotional shelter and fan community. Similar graphic settings and nearly identical welcome phrasing spurred side-by-side comparisons on social networking platforms such as X (previously Twitter), thereby fueling claims of creative borrowing. Public opinion on the internet has since divided, with some fans calling the campaign unoriginal, while others say that book-centric aesthetics like bookshop libraries are quite common in videos associated with K-pop entertainment (ranging from campaigns to music videos).

Adding fuel to the fire, numerous people have also claimed that the teasers employed AI-generated imagery, generating discussion over authenticity and creative purpose. As noted by industry reports, this is unlike Min's reputation, who was known for her meticulous aesthetic curation. Koreaboo reported that an online community post went viral, gaining over 28,000 views, due to Min Hee Jin’s response regarding the AI allegations. Min seems to have defended the strategy, saying, “That’s a misunderstanding that comes from not knowing how we actually work. AI is only a small part of our process; the vast majority is manual work—including actual filming, 2D, 3D, motion graphics, sound design, and color grading.”

OOAK’s Debut Unfolds Amid Legal Disputes

The new agency and the backlash tied to it, comes at a time when Min is facing ongoing legal and industry tensions after her departure from ADOR in late 2024. Her lengthy legal issues with ADOR and HYBE included issues with managerial rights, audit rights, and alleged contractual violations. Currently, she faces a 43.1 billion KRW (~ $29.52 million USD) lawsuit along with ex-NewJeans member Danielle and a family member, as well as a separate case involving suspected stock manipulation involving her former company and other parties.

From a market standpoint, OOAK’s launch comes as K-pop album exports exceed $300M in 2025, indicating rare foreign success even as domestic physical sales declined. The disparity highlights a tougher atmosphere for new artists, with increased rivalry as established performers dominate export value and audiences divide across platforms. In this context, Min Hee-jin's OOAK must convert its creativity into a cohesive worldwide strategy in order to be commercially viable once the company launches a project.