Min Hee Jin, long praised for championing refined aesthetics, is facing growing criticism after unveiling teaser content for her new agency, OOAK Records. Despite the anticipation surrounding the launch, reactions have been sharply divided, with many fans expressing disappointment at what they see as an underwhelming execution that falls short of her reputation for visual sensibility and branding.
On February 5 at 10 AM KST, Min Hee Jin began releasing a series of teaser videos on social media, opening with the greeting, “Welcome to the OOAK Records shop,” as previously announced. The teasers were uploaded in a relay format across her official social media account.
Most of the videos follow a similar structure, depicting OOAK Records shops situated in various locations around the world. From quiet, Europe-inspired alleyways to snow-covered Russian streets, and from buildings reminiscent of Japan, the United States, and India, the visuals suggest a global expansion narrative. Many viewers interpreted this as a subtle message of Min Hee Jin’s ambition to “take OOAK Records worldwide.” So far, a total of 24 teaser videos have been released, including one recruitment clip calling for male trainees born between 2008 and 2013.
As the first official teaser content from Min Hee Jin’s newly established agency, founded by the creative mind behind NewJeans, the videos have naturally sparked intense discussion among K-pop fans. Interest has been especially high amid reports that she is preparing to launch a new boy group. However, while attention is abundant, assessments of the teasers’ quality remain mixed.
Min Hee Jin has repeatedly emphasized the importance of “aesthetic sensibility” and “branding” throughout her career. She has even cited disputes over “branding copy” as a key reason behind her fallout with HYBE, underscoring how central uniqueness and originality are to her creative philosophy.
Her past work largely justified that confidence. Projects released during her tenure as Executive Art Director at SM Entertainment continue to earn praise, and NewJeans themselves ignited a major “newtro” and kitsch trend that reshaped the K-pop landscape.
In contrast, the newly released 24 teaser videos have been met with disappointment. Much of the criticism centers on the heavy use of AI tools that audiences feel have already become overly familiar. Awkward lighting and smoke effects, crude motion, and rough editing have left viewers unimpressed.
What fans find most lacking is the very “uniqueness” Min Hee Jin has consistently championed. Sequences such as houses made of wood or clay transforming into real buildings, or words formed from spaghetti noodles, are visual concepts easily found on platforms like Pinterest. The rushed feel of the production has even led some to question whether Min Hee Jin herself was truly behind the creative process. Many argue that a single, well-crafted long-form teaser, or even a highlight medley of a confident pre-debut track, might have made a stronger impression.
Meanwhile, Min Hee Jin is also awaiting a major legal milestone. On February 12, the first court ruling is scheduled in her lawsuit against HYBE, which includes claims for termination of a shareholder agreement and a put option exercise valued at approximately 26 billion KRW (approx. 17.8 million USD).
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