Min Hee-jin, CEO of ADOR, has sparked public interest with the NewJeans’ ‘Bubble Gum’ music video, amid her ongoing conflict with parent company HYBE over accusations of attempting to usurp management rights and her claims of being in a ‘slave contract’.
The music video was uploaded on the official YouTube channel at midnight on Apr. 27 and has already surpassed 6 million views within 16 hours of its release. It is scheduled to be officially released as a single on May 24.
The music video begins with Hyein, one of the members of the group, saying, “Today, I will teach you how to make bubble gum,” and then shows scenes reminiscent of the 1990s, including analog videotapes (VHS) being played. The video features NewJeans members having fun in various locations such as homes, cars, and the beach. According to comments on YouTube and online communities, it evokes memories of girls enjoying summer vacations in the 1990s.
On the same day in the morning, Min shared the music video on her Instagram. As of 4:20 PM, it had received over 80,000 likes. The YouTube video has received nearly 50,000 comments, with many of them supporting Min and the other members of NewJeans.
Min has been at odds with HYBE since the company launched an investigation into her actions on Apr. 22. HYBE has accused Min, who owns 18% of ADOR, of colluding with external investors to acquire shares from HYBE.
On Apr. 25, Min held a press conference in which she denied any intention of taking over management rights. She claimed that she was essentially in a ‘slave contract’ with HYBE. In response, HYBE stated that Min could sell her shares starting in November this year. If she does sell her shares, the non-compete clause will not apply from Nov. 2026, when her tenure contract with the company expires.
