HYBE is launching a new label, which will be led by Chief Brand Officer (CBO) Min Hee Jin.

HYBE announced on November 12 that they would be starting a new independent label called ADOR. Min Hee Jin, the label's CEO, was previously a creative director and board member at SM Entertainment until joining HYBE in 2019.

Most notably, ADOR is now working on a new girl group that will debut in 2022. The girl group will predominantly consist of girls selected through HYBE's (formerly Big Hit Entertainment) 2019 "Plus Global Audition," which will be primarily produced by Min Hee Jin.

ADOR, which will be administered independently from HYBE and will have its own concept and style, will also try new commercial endeavors that its parent company has yet to handle.

"I'm completely prepared to bring about another transformation in the music industry through the establishment of this new label," ADOR CEO Min Hee Jin said. We will exhibit fresh artistic IP [intellectual property] and content that will showcase ADOR's unique ideology without fear of taking on new difficulties."

Min Heejin is notable for producing Girls' Generation and f(x), along with several iconic comebacks from other SM Entertainment groups. She left the agency in 2019 and joined HYBE soon after.