At this year’s DaVinci Motel, a festival in Seoul showcasing South Korea’s cutting-edge creatives, one of the most anticipated events was not a musical performance but a talk by Min Hee-jin, a key figure behind some of K-pop’s biggest acts who has become one of the industry’s most outspoken critics.
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Speaking to a packed audience, Min denounced K-pop’s rigid structures and formulas, which she said prevented artists from reaching their full potential.
“You will never reach the top spot if you only follow what’s already been done over and over again,” Min said on September 27. “This factory-like system is proving to be a disease for the industry.”
Min’s remarks come at a time when K-pop is making unprecedented inroads into international markets. Groups such as BTS and Blackpink have topped charts worldwide, introducing millions to the genre’s polished performances and catchy tunes. However, Min argues that the industry’s success is hampered by an overemphasis on conformity and perfection.
“Our artists are like athletes who also need to be pretty, well-behaved, and literally have a perfect personality,” she said. “We have to see this as brutal.”
Min, who previously served as creative director for iconic K-pop groups such as Girls’ Generation and f(x), is also the former CEO of Ador, a label under Hybe, South Korea’s largest entertainment company.