Former ADOR CEO Min Hee-jin, once hailed as one of K-pop’s most influential creative directors, is once again at the center of a heated online debate, this time over alleged plagiarism linked to his newly announced entertainment agency.
Earlier this month, Min Hee-jin made headlines by revealing that she had founded a new company, initially rumored to be called OK. However, her subsequent Instagram updates hinted at a change in branding. In a series of minimalist, design-heavy posts, she unveiled new logo drafts under another name: OOAK, which she says stands for “Only One Always Known.”
The acronym and accompanying images immediately caught attention. One of the designs featured a fingerprint motif, a symbol often used to represent identity and individuality. While the intent seemed to echo Min’s well-known branding style – elegant, symbolic and concept-based – it soon sparked unexpected controversy.
Shortly after her posts went viral, a thread began circulating on the popular online forum Theqoo with the title “Min Hee-jin’s new agency’s logo looks familiar.” The post collected multiple images from existing companies and projects that already use the acronym OOAK, commonly short for “One Of A Kind.”
Many of these logos, also built around fingerprint-like patterns or rounded typefaces, bore striking similarities to Min Hee-jin’s design. The post quickly spread across social media platforms, sparking widespread accusations of unoriginality and design plagiarism.
Netizens expressed frustration, recalling how Min Hee-jin had previously emphasized originality and accused others of copying her creative ideas during her time in ADOR. Many interpreted the alleged overlap as a form of irony.
“She used to criticize others for copying her work, now she’s the one being accused” a comment read.
Min Hee-jin’s reputation as a creative visionary stems from her tenure at SM Entertainmentwhere she was instrumental in developing the conceptual aesthetics of groups such as f(x), ESOAND Red Velvet. Subsequently, as CEO of ADOR, he oversaw New Jeans‘, redefining K-pop imagery with understated retro concepts and Y2K minimalism.
Because of this legacy, expectations for his next move were exceptionally high. Many fans expected his new agency to embody the same level of originality that has defined his career. Instead, the OOAK logo controversy sparked disappointment among supporters who had seen Min Hee-jin as a symbol of design authenticity in K-pop.
While most reactions online were critical, a small portion of fans defended Min Hee-jin, suggesting that the design overlap may be coincidental, given the widespread use of minimal branding in modern corporate design.
“There are only so many ways to create a fingerprint logo,” one user wrote.
“It’s too early to call it plagiarism before official confirmation” added another.
However, broader sentiment online remains skeptical. Comments like “So much for his creative genius” AND “It’s not up to his standards” they reflect how quickly public opinion can change, particularly for a figure whose identity is built on creative distinction.
As of now, Min Hee-jin has not released an official statement addressing the plagiarism allegations. It’s also unclear whether OOAK is the final name of his new agency or one of several design concepts under review.
Sources: Koreaboo, Theqoo
