NewJeans’ 3rd anniversary reignites industry debate: creativity vs. control in K-pop

As girl group NewJeans marks its 3rd debut anniversary on July 22, discussions surrounding the conflict between HYBE and former ADOR CEO Min Hee-jin have evolved beyond a corporate dispute into a reflection of structural tensions within the K-pop industry — touching on power, creativity, gender, and innovation.

In her academic paper titled “Creativity, Power, and Gender in the K-pop Industry: A Structural Analysis Through the Case of Min Hee-jin”, researcher Ko Yoon-hwa from the Academy of Korean Studies and Seoul National University’s Hallyu Research Center argues that the HYBE-ADOR conflict symbolizes a deeper structural contradiction in K-pop — a clash between centralized corporate power and the autonomy of creative visionaries.

While the feud has often been portrayed as Bang Si-hyuk (HYBE) vs. Min Hee-jin (ADOR), Ko suggests the underlying issue is: Who holds the authority to define creative content?

HYBE, having grown into a multi-label conglomerate with BigHit, Source Music, Pledis, and ADOR, has become a symbol of platform-based capital power in the K-pop space. In contrast, Min Hee-jin pursued an independent creative philosophy through ADOR and the launch of NewJeans, diverging from mainstream K-pop formulas with experimental branding and storytelling.

Ko analyzes the situation using Erving Goffman’s dramaturgical theory and the “exploitation vs. exploration” framework from business strategy. HYBE, once an explorer, has since leaned toward exploitation — prioritizing proven systems and stable revenue models. ADOR, however, aimed to remain exploratory by challenging norms and fostering originality, as seen with NewJeans’ aesthetic and strategy.

She concludes that successful organizations must strike a balance between exploitation (efficiency, stability) and exploration (innovation, risk-taking), and that Min’s path represents not just creative ambition but a larger vision for a creator-led production system in K-pop.

Ko also suggests that Min’s conflict with HYBE raised fundamental industry questions: Who defines K-pop content? Who owns creativity and innovation? This makes their clash more than just a business feud — it is a case study on the future of sustainability in K-pop.

On NewJeans’ legacy, the group debuted with the MV for Attention on July 22, 2022, and reshaped the industry with hits like Hype Boy, Ditto, and Super Shy, popularizing a genre often referred to as “easy listening K-pop.” With their second EP Get Up, they topped the Billboard 200 and landed five songs on the Hot 100, cementing their place as one of K-pop’s leading girl groups.

However, amidst the dispute between Min and HYBE over ADOR’s management and artist control, NewJeans is currently on hiatus. On their 3rd anniversary, ADOR posted a celebratory animation on social media, quietly acknowledging the group’s milestone.