HYBE is establishing a brand-new label to be helmed by its Chief Brand Officer (CBO) Min Hee Jin! On November 12, HYBE announced that they would be launching a new independent label named ADOR. CBO Min Hee Jin, who was formerly a creative director and board member at SM Entertainment before joining HYBE in 2019, will be the label’s CEO. Most notably, ADOR is currently preparing to debut a new girl group sometime in 2022. The girl group, which will mainly be produced by Min Hee Jin, will primarily consist of members recruited during HYBE (then Big Hit Entertainment)’s 2019 “Plus Global Audition.” ADOR, which will be run independently from HYBE with its own unique philosophy and style, will also be attempting new business ventures that have not yet been tackled by its parent company. ADOR CEO Min Hee Jin commented, “I’m fully prepared to give rise to another change in the music industry through the launch of this new label. Without any fear of taking on new challenges, we will present new artistic IP [intellectual property] and content that will showcase ADOR’s unique philosophy.” Are you excited for the debut of ADOR’s new girl group?