ADOR Restarts Operations with Global Boy Group Auditions, Without Minhee Jin and NewJeans

One year after tensions escalated between HYBE and former ADOR CEO Minhee Jin, the agency has halted operations de facto following the departure of its girl group NewJeans. It is now reactivating by launching global boy group auditions. ADOR had previously managed NewJeans as a single artist, but the group’s discography came to an end in June 2023 with the release of their Japanese single “Supernatural.” During the conflict between HYBE and former CEO Minhee Jin, NewJeans members expressed support for her and declared their intention to terminate their exclusive contracts; they are currently involved in legal disputes with ADOR. Although NewJeans’ music continues to be consumed and generating additional revenue through advertisements, the suspension of new song production and artist activities means ADOR is unable to fulfill its core functions as a record label. In this context, the agency’s decision to hold boy group auditions appears to be more than a casual move—it is seen as an attempt to restructure the organization so it can survive without former CEO Minhee Jin or NewJeans. ADOR previously held global auditions for both male and female artists from December 2021 to January 2022, as well as an open audition for the boy group “The Real Hype Boys” in March and April 2023. The launch of a new boy group audition in June 2025 indicates a loss of existing trainees and a gap in internal training systems. This audition comes with the subtitle “All Doors Open Right here” and is accompanied by a campaign video showcasing boys with diverse personalities united by one dream, simultaneously advancing the brand’s repositioning. The campaign video has received positive feedback from K-pop fans for its high quality in terms of visuals, editing, and musical direction. It draws similarities to the branding approach previously established by former CEO Minhee Jin, but stands out due to different planning entities and message structures. The style under former CEO Minhee Jin focused on a clear individuality system for NewJeans. Currently, ADOR is building upon this while testing its independence under a “non-Minhee Jin system.” ADOR’s current CEO is Kim Ju-young, who previously served as CHRO at HYBE and is known for his strengths in organizational stability and operational efficiency. However, given that the core capabilities of a record label lie in planning skills and content branding, it remains uncertain whether Kim’s leadership will allow ADOR to redevelop its unique creative strategies. As an agency that has historically relied on the star power of its in-house creative directors as a key competitive advantage, their absence represents one of the most direct risks facing ADOR. Nevertheless, this project benefits from HYBE’s parent company’s production infrastructure, global distribution network, and marketing assets, providing a solid foundation for operations and market access. For boy groups to become ADOR’s solution, they will require greater precision in planning and execution than NewJeans’ successful model. ADOR now stands at a crossroads, tasked with addressing multiple challenges simultaneously: a lack of creative leadership, numerous legal disputes, an unstable internal atmosphere, and the need to transform its business model.