Min Hee-jin, CEO suspected of engaging in a management rights dispute with HYBE over ADOR, made headlines by criticizing the use of random photocards in K-pop albums to boost sales during an emergency press conference held in Seoul’s Seocho-gu on April 25th.

During the two-hour press conference, CEO Min addressed various industry issues and particularly called out the practice of including random photocards in albums as a means of increasing sales. She specifically referenced the success of NewJeans, a venture achieving positive outcomes without resorting to such tactics.

Min Hee-jin emphasized her commitment to selling albums based on their content and advocating for fair competition in the music market. She expressed concern over the burdens placed on idols due to the necessity of continuous fan signing events driven by album sales.

The allure of random photocards, face-to-face fan signing events, and video fan calls significantly impact the purchasing behaviour of K-pop fans. Many fans buy numerous albums in hopes of obtaining their favourite member’s photocards or securing opportunities for personal interaction.

This trend has led to the phenomenon of “undelivered albums,” where fans purchase but choose not to receive albums, solely to inflate sales figures and support their idols.

Min Hee-jin’s remarks resonated with numerous K-pop fans, who took to social media platforms like X (formerly Twitter) to express agreement and appreciation for her insights into idol culture and business practices.

Despite HYBE’s decision to file a complaint against ADOR and CEO Min Hee-jin for breach of trust, Min Hee-jin passionately defended herself against allegations of unfairness during the emotional press conference. Her comments have sparked a conversation in the industry about the ethics and marketing strategies employed in K-pop album sales.