Home > Entertainment > K-pop

ADOR releases promotional film ahead of Min Hee-jin's press conference over court victory

Published: 25 Feb. 2026, 12:54 Updated: 25 Feb. 2026, 13:23

LIM JEONG-WON
[email protected]

A scene from the new brand film released by NewJeans' agency ADOR [ADOR]

ADOR wants you to know that it can do very well without former CEO Min Hee-jin.

The agency behind the girl group NewJeans released a new brand film, or a long-form video created to promote a brand, on Wednesday, the same day that Min is set to hold a press conference on her recent court victory against HYBE, ADOR’s parent company.

ADOR released the brand film, along with an animation of multiple logo designs, on its official YouTube channel on Wednesday. The new content is meant to visualize an “expanded future direction that maintains ADOR’s core creative philosophy,” according to the agency.

The brand film features a man and woman arriving at what appears to be a laboratory comprising many rooms. The pair searches for doors marked with the initials of ADOR and then for those doors' keys. The recurring elements in the film, including the lab, doors, keys and humans, symbolize ADOR's creative process.

“ADOR will continue opening new doors in our own way as we have always done and aim to surprise the world again,” the agency said.

ADOR was established in November 2021 under HYBE’s multilabel system and is home to NewJeans. Three of the five members have returned to ADOR. Member Minji is still in talks with the agency over her return.

New logo images for ADOR, girl group NewJeans's agency [ADOR]

Min, who oversaw NewJeans’ debut as former CEO and creative director, announced a press conference at 1:45 p.m. on Wednesday to address her victory in a court battle with HYBE, the majority stakeholder of ADOR.

On Feb. 12, a Seoul court dismissed HYBE's lawsuit seeking to confirm the termination of its shareholder agreement with Min. The court also upheld the validity of her put option and ordered HYBE to pay Min around 25.5 billion won ($17.7 million) for her shares.

Since leaving ADOR, Min has founded a new label, ooak records, and released promotional videos on social media earlier in February that hint at plans to hold auditions for a new boy band.

BY LIM JEONG-WON [[email protected]]