Former SM visual director joins Big Hit Entertainment

By Jung Min-ho

Min Hee-jin. / Courtesy of Big Hit Entertainment

The woman behind the success of Girls' Generation and SHINee has joined the agency of the global K-pop sensation BTS as chief brand officer, Big Hit Entertainment announced Monday.

Big Hit Entertainment said Min Hee-jin, a former SM Entertainment visual director, will be in charge of brand management as the company pushes for structural reform and overseas expansion.

The agency said she will also lead a project to launch a girl group.

Min, who joined SM Entertainment in 2002, played a major role in creating the brand images of some of its most successful K-pop groups, including Girls' Generation, Red Velvet, f(x) and SHINee. She left the company last year for unknown reasons.

“I'm glad to have an opportunity to continue my career as a creator at Big Hit Entertainment. I also feel some pressure (for success),” Min said in a statement.

“After talking about the Big Hit Entertainment's future with officials, I could feel their will to change and vision for growth.”

CEO Bang Si-hyuk welcomed her, saying “We believe her knowledge and talent will help give wings to Big Hit Entertainment and its business.”