Ador CEO Min Hee-jin speaks at a press conference in Seoul on April 25. Yonhap

As tensions between HYBE and Ador continue to escalate, the press conference held by Min Hee-jin, CEO of Ador, on April 25 has become a significant event in the history of the K-content industry, being discussed for over three weeks.

In a bold and unfiltered manner, Min addressed the male executives of HYBE who raised allegations of a hostile takeover, challenging them with the phrase, "If you're coming in, come for a 'one-on-one' fight."

Now referred to as the "top of Korean hip-hop," Min continues to be highly regarded for her tough stance. Her candid 150-minute disclosure on the unfair treatment faced by employees, women, and consumers resonated deeply with the public, turning the tide of opinion in her favor.

However, some voices caution against the uncritical embrace of the "Min Hee-jin phenomenon." As the CEO of Ador, Min received a performance bonus of 2 billion won ($1.48 million) last year, in addition to her salary.

This raises questions about whether she can truly represent the "eul," meaning the underdogs, in contrast to the "gap," those with power. The two Korean words are used together to demonstrate hierarchical abuse of power.

Furthermore, her declaration of "my kids (referring to the group NewJeans)" has sparked concerns about a potential risk to the principle of coexistence.

This article examines both the light and shadows of the "Min Hee-jin phenomenon," which has had significant social repercussions.

Ador CEO Min Hee-jin and members of girl group NewJeans / Courtesy of Ador

Relatable to employees and women

During the press conference, Min brought attention to the unfair directives imposed by the headquarters (HYBE), striking a chord with many employees who have faced similar workplace grievances.

She voiced her struggles and the discrimination she experiences as a woman rejected by a group of male executives, garnering empathy and support from women.

By revealing the structural issues within the K-pop industry not as a profit-driven businessperson but as a planner, she managed to rally the fandom to her side.

Quotes from her speech, such as "What does it matter if my performance drops? Unlike some of you (certain male HYBE executives), I don't spend my time drinking, or playing golf. My corporate card expenses are just for late-night meals," and "Sometimes I wonder if it's this dirty for a woman to have a career," provided a sense of vicarious satisfaction to employees and women alike.

Lee Ji-haeng, a research fellow at Dong-A University's Gender and Affect Research Institute, said, "Min gained the sympathy of employees by using concrete examples and straightforward language to describe the process of being branded 'unpleasant' despite her achievements."

For example, she shared a KakaoTalk message from HYBE Chairman Bang Si-hyuk that cynically asked, "Are you happy?," which made her experiences relatable to many, Lee said.

HYBE Chairman Bang Si-hyuk speaks during a press conference in Seoul on March 15. / Yonhap

A form of catharsis for underdogs

Notable is the reaction from young people, such as a 21-year-old woman who said, "It was exhilarating to see someone express their feelings without hesitation and openly speak their mind."

Prof. Yoon Kim Ji-young of Changwon University's Philosophy Department said, "Low-ranking employees, women, and young people preparing to enter the workforce have internalized harsh self-censorship and social conformity pressures to survive, as they can be criticized or dismissed as emotional based on their tone, manner of speaking, or even their facial expressions."

Min's blunt and emotionally charged statements provided a form of catharsis for these groups, who have long been subjected to tone policing and told to "speak nicely," Yoon said.

Her direct critique of HYBE's Chairman Bang, for allegedly copying the girl group NewJeans with HYBE's new girl group, ILLIT, included the bold assertion that Bang should step away from producing to maintain the balance and health of HYBE's multi-label system.

"Her approach of strongly holding leaders accountable resonated across generations, leaving a deep impression," said Prof. Koo Jung-woo of Sungkyunkwan University's Sociology Department. "The enthusiasm for Min stems from the fact that no one has represented the perspectives of young, modern individuals and working women so effectively."

Condolence wreaths set up in front of HYBE's headquarters in Yongsan District, Seoul, May 3, criticizing the unresolved conflict with Min Hee-jin, CEO of Ador. Korea Times photo by Yang Seung-jun.

Uproar from fans over conflict

Notably, none of Korea's major K-pop agencies, including HYBE, SM, JYP, and YG Entertainment, have ever had a female head.

Researcher Lee pointed out another reason for the "Min Hee-jin phenomenon," highlighting the contrast between HYBE's male-dominated management from the gaming industry and Min's creative leadership demonstrated through groups like NewJeans.

This situation underscores the debate on whether the K-pop industry needs more business acumen or creative talent.

On May 3, dozens of condolence wreaths were placed in front of HYBE's headquarters in Yongsan District, Seoul, with messages such as "Where is the essence of management? HYBE, just a big corporate empty shell."

This was a protest by fans of idols under HYBE's subsidiary labels, frustrated by the unresolved internal conflicts.

A protest truck from a BTS fan group is parked in front of HYBE's headquarters in Yongsan District, Seoul, March 5. As tensions between HYBE and Ador CEO Min Hee-jin escalate, the BTS ARMY fandom is urging HYBE and Big Hit Music to take responsibility for the indiscriminate attacks and slander against BTS. Yonhap

'Individual heroism' vs 'resentful society'

Despite the enthusiasm for Min's remarks, there are considerable concerns. Critics argue that her strong advocacy for "my kids (NewJeans)" marginalizes others and diminishes the value of coexistence.

Additionally, her "individual heroism" might undermine the contributions and sacrifices of countless hidden collaborators.

Prof. Shim Doo-bo of Sungshin Women's University's Media and Communication Department said, "Min's 'my kids' approach evokes a 21st-century warrior based on powerful maternal instincts but can also be seen as individual heroism that fails to recognize collaboration."

Min's assertion, "I have done nothing wrong but work well," paradoxically exposed fractures within the organization, with anonymous posts on the employee community Blind from SM and HYBE staff expressing how difficult it was to work with her.

Some also pointed out the contradiction in Min's approach, using NewJeans members and their parents in her conflict with HYBE while calling them "my kids."

Prof. Yoon Seok-jin of Chungnam National University's Korean Literature Department said, "The excitement over Min's emotionally charged press conference reflects a society where the public projects their own frustrations onto her, highlighting the sadness of a 'resentful society.'"

A person walks past HYBE headquarters in Yongsan District, Seoul, May 10 when Ador resolved in a board meeting to hold an extraordinary shareholders' meeting on May 31 to decide on the dismissal of Ador CEO Min Hee-jin. Yonhap

'Misery battle' rages on

Min has also faced criticism for using derogatory terms like "old men" to refer to some male executives at HYBE, which has been seen as fueling gender conflict.

Her press conference has been consumed as entertainment content online, with videos titled "Dopamine-inducing Min Hee-jin Quotes" proliferating.

This has overshadowed key issues such as the contractual dispute between HYBE and Ador over NewJeans and the controversy over Min's demand for a buyback option price 30 times the operating profit.

Kim Sung-yoon, a research fellow at Dong-A University's Convergent Knowledge and Society Research Institute, said, "Min's press conference can be seen as a 'misery battle' to establish who the true victim is, using her absolute suffering to overwhelm and silence others. The enthusiasm for her remarks indicates how incomplete communication has been in our society's public discourse."

This article from the Hankook Ilbo, sister publication of The Korea Times, was translated by generative AI and edited by staff of The Korea Times.