Min Hee-jin is back in the K-pop conversation—this time as the face of Min Hee-jin OOAK Records. The label’s launch was framed as a clean new start. But it didn’t stay simple for long.
Within days, the rollout got pulled into two fast-moving debates: whether the teasers lean heavily on AI-generated visuals, and whether the overall “shop” branding feels a little too close to BTS’s “Magic Shop.”
And all of it is happening under a legal cloud. Min is still in an ongoing shareholder agreement and put option dispute involving HYBE and ADOR, with a first-instance court decision scheduled for Feb. 12 and the amount reported at around $29.4 million (≈26 billion KRW).
Feb. 5 launch rollout: what OOAK actually posted
OOAK Records officially launched on February 5, 2026. To kick things off, the label dropped roughly 23–24 short teaser videos in quick succession, pushing a virtual “Okay Records Shop” concept across social platforms.
The clips place the same storefront in different cities—Seoul, Tokyo, Bangkok, Dubai, Mexico City, Chicago, Berlin, and Stockholm—matching details described in coverage of the teaser rollout. Fans read it as world-building. A “we’re going global” statement, basically. Still, that constant posting pace hasn’t slowed even as the criticism has gotten louder.
The boy group plan: auditions and eligibility details
Alongside the teasers, OOAK confirmed auditions for an upcoming OOAK Records boy group. The eligibility is clear: male trainees born between 2008 and 2013. That detail has been consistently reported, including in coverage noting ties to recognizable dance academies.
What’s not clear yet is how the teaser imagery connects to the actual trainee pool. Some viewers think a few shots look like “member hints.” Others think it’s just stylized concept content.
AI usage controversy: what viewers are alleging (and what’s unproven)
The biggest talking point, though, is the look of the teasers. A chunk of viewers say several visuals feel “AI-heavy,” more generated than filmed—an accusation that’s traveled quickly online and was reflected in reaction to the teasers’ visuals.
That critique hits differently with Min, because her reputation has always been about hands-on art direction and strong taste. As of the reporting cited, there hasn’t been a widely circulated public statement from Min or OOAK clarifying how much AI was used, if at all.
BTS “Magic Shop” plagiarism accusations: why ARMY is involved
At the same time, OOAK’s “shop/bookstore” framing pulled ARMY into the conversation. Some fans argue the warm, welcoming shop vibe echoes BTS’s “Magic Shop,” and posts highlighting the similarities have kept the issue trending.
But there’s pushback, too. A cozy storefront concept isn’t exactly rare in pop branding, and plenty of people say the similarities don’t automatically equal copying. Min and OOAK haven’t addressed the “Magic Shop” comparisons publicly in the same window, so the debate is still running on fan analysis alone.
Legal pressure point: HYBE lawsuit timeline and Feb. 12 decision
While the visuals do their job—getting attention—the legal calendar is the real countdown. Min’s dispute tied to shareholder agreements and a put option payment, reported at about $29.4M (≈26B KRW), has a first-instance ruling set for February 12, 2026, as noted in reporting on the ongoing case and timing.
That decision won’t just affect finances. It could change how people read the whole OOAK launch—whether it feels like a confident new chapter, or a risky push through bad timing.
Staff movement and the NewJeans situation post-split
There’s also chatter about staff movement after Min’s split from ADOR. Some reports suggest former ADOR staff joined her at OOAK, while other accounts say some later shifted back toward HYBE. For now, it’s best treated as “reported,” not a confirmed lineup of who’s where.
Separate from OOAK’s current project, the NewJeans-related situation continues to color reactions. Min’s name is closely tied to that era. As a result, every new move is being compared to the fallout, fairly or not.
What to watch next (time-bound checkpoints)
- Whether OOAK issues an official clarification addressing AI usage and/or the “Magic Shop” comparison claims.
- How messaging or hiring shifts after the Feb. 12 ruling, especially around funding and trainee recruitment.
- The next boy-group milestones: audition deadlines, clearer trainee confirmation, and whether future teasers pivot away from visuals that viewers suspect are AI.
