Because SM Artists Such As EXO And Aespa Are Characterized By Their Own Worldview (Such As EXOplanet And Kwangya), Many Netizens Have Interpreted Min Hee Jin’s Remarks As Satire Towards SM.
Min Hee Jin, former creative director of SM and CEO of Ador, who created NewJeans spoke about the industry’s obsession with the Worldview concept. He revealed this in an interview with Cine21 which was released on January 21.
In the interview, Min Hee Jin said, “Recently, there have been many cases where a certain Worldview or narrative was added (into the artist’s concept), but NewJeans doesn’t seem to have any conspicuous roots.”
When asked, “Are you intentionally running away from Worldview which has become the obsession of the K-pop industry recently?”, Min Hee Jin replied, “Frankly speaking, I am a person who opposes Worldview (concept) in K Pop.”
Min Hee Jin explained, “NewJeans is a team that doesn’t have the Worldview concept that is talked about a lot in K-pop. Some people who have consistently seen our message can call our message a kind of Worldview. The perception of Worldview from that point of view is welcome.”
Furthermore, the woman who used to work at SM Entertainment said, “There is no reason to be obsessed with Worldview. NewJeans will quickly present topics that need to be discussed in every activity.”
Regarding this interview with Min Hee Jin, some netizens wondered if he was satirizing SM Entertainment through his statement. As you know, Min Hee Jin used to be a well-known creative director at SM Entertainment. He directed many legendary concepts for SHINee , f(x) , and EXO .
In addition, because SM Entertainment artists such as EXO and aespa are characterized by their own worldview (such as EXOplanet and Kwangya), many netizens interpreted Min Hee Jin’s words as satire towards SM.
In response to his statement, netizens left comments, “He’s clearly satirizing SM”, “I like SM artists, but I agree with what he said,” and “NewJeans is Min Hee Jin’s own Worldview”.