On February 3, Min Hee-jin sparked anticipation by posting “Coming Soon” on her personal Instagram and the label’s official social media accounts, along with the date and time of February 5, 10am. The announcement immediately drew attention to what the manufacturer would reveal.
people-T.O.P (Choi Seung-hyun)-A-Wanted Billboard-A-Water Tower Face-B-Night Scene-C-K-pop Promotion
" data-image-caption="" data-medium-file="https://cdn.kbizoom.com/media/2026/02/05072127/rbbxzs0g4a327tx5qv-ixp-7gyhn-h5kizcelw-w1g-min-heejin-ooak-records-boy-group-390x260.jpg" data-large-file="https://cdn.kbizoom.com/media/2026/02/05072127/rbbxzs0g4a327tx5qv-ixp-7gyhn-h5kizcelw-w1g-min-heejin-ooak-records-boy-group.jpg" data-wp-class--hide="state.isContentHidden" data-wp-class--show="state.isContentVisible" data-wp-init="callbacks.setButtonStyles" data-wp-on--click="actions.showLightbox" data-wp-on--load="callbacks.setButtonStyles" data-wp-on-window--resize="callbacks.setButtonStyles" alt="A moody night scene with a large illuminated digital billboard. The billboard shows a black and white " class="wp-image-910514" srcset="https://cdn.kbizoom.com/media/2026/02/05072127/rbbxzs0g4a327tx5qv-ixp-7gyhn-h5kizcelw-w1g-min-heejin-ooak-records-boy-group.jpg 600w, https://cdn.kbizoom.com/media/2026/02/05072127/rbbxzs0g4a327tx5qv-ixp-7gyhn-h5kizcelw-w1g-min-heejin-ooak-records-boy-group-390x260.jpg 390w, https://cdn.kbizoom.com/media/2026/02/05072127/rbbxzs0g4a327tx5qv-ixp-7gyhn-h5kizcelw-w1g-min-heejin-ooak-records-boy-group-400x267.jpg 400w" sizes="(max-width: 600px) 100vw, 600px"/>At the scheduled time on February 5, OOAK Records released several short videos through its official accounts and Min Hee-jin’s Instagram. One post contained a Korean message that read “Welcome to OOAK Record Shop,” highlighting the introduction of the label’s branding and concept.
The first video included a female voice speaking in French, conveying a message that suggested confidence in upcoming projects. The voice stated that many things were on the way and encouraged viewers to prepare, suggesting that he would probably like what was planned.
Another video showed an electronic billboard similar to a public notice. He listed birth years as ranging from 2008 to 2013 while leaving his birthplace a secret, suggesting that OOAK Records has begun recruiting candidates for his upcoming boy group debut.
OOAK Records was founded by Min Hee-jin in October last year. During previous interviews, he had expressed his ambition to create an “interesting company” and had already teased plans to debut a rookie boy group. The February 5 campaign marked a large-scale global promotional effort. A total of 23 campaign videos were released at 10-minute intervals, lasting approximately three hours and 50 minutes. The campaign transformed online platforms into what appeared to be a massive virtual exhibition space.
The videos depicted OOAK record stores integrated into the everyday landscape of major cities around the world, including Seoul, Tokyo, Bangkok, Dubai, Mexico City, Chicago, Berlin and Stockholm. Each shop appeared unfamiliar and strangely recognisable, blending into cityscapes with a distinct yet mysterious aesthetic. The campaign concluded with a final scene showing the OOAK Records store in Seoul along with the message “Welcome to OOAK Record Store”.
The nature of the OOAK Record Shop concept has piqued public curiosity, with speculation ranging from the launch of a full-fledged offline retail space to a symbolic expansion of Min Hee-jin’s new artistic universe. Rather than serving as simple visual promotions, the 23 videos contain numerous hidden clues, or Easter eggs, related to the identity of the label’s first group of boys. Brief moments of eye contact, background city sounds hiding melodies, and mysterious numbers displayed on the walls encouraged fans to put effort into decoding the hints.
Through this campaign, OOAK Records intentionally avoided conventional entertainment marketing strategies. Instead of providing direct information, the label has designed short, sensorial content that encourages the audience to interpret and discover the details for themselves.
Min Hee-jin said that she intends to present a new style of creative production and business approach rarely seen in the entertainment industry. He emphasized that the essence of entertainment lies in improving the quality of life through small moments of daily happiness, adding that he plans to produce the next batch of kids with sincerity and dedication.
Sources: Daum
