ADOR’s First Girl Group ‘NewJeans’ Debuts

The first idol group launched by CEO Min Hee-jin, formerly of SM Entertainment, since joining HYBE has been unveiled.

ADOR (short for All Doors One Room), led by Min Hee-jin, announced the release of the new girl group’s first content on July 22nd.

The first content was the music video for ‘Attention,’ the first title track of the debut album. ADOR made the groundbreaking choice to skip the teasing phase entirely and release the music video first. Since everything—the group name, member lineup, debut date, and more—had been shrouded in mystery, the music video sparked an explosive response the moment it was released.

Through the ‘Attention’ music video, fans were able to discover the song, the members’ faces, and even the group name all at once. The group name of the ADOR rookies, previously known as ‘Min Hee-jin’s girl group,’ is NewJeans. CEO Min Hee-jin, the head of ADOR, explained, “Pop music is a culture that is extremely close to everyday life, much like the clothes we wear daily. Jeans in particular are an item that has been loved by people of all ages and genders regardless of the era. NewJeans embodies the aspiration to become an icon of the times—like jeans that you reach for every day and never get tired of wearing—as well as the determination to become ‘New Genes.’”

The promotional schedule released alongside the ‘Attention’ music video revealed key information including the digital and physical album release dates, track titles, and music video release schedule. NewJeans’ debut album contains 4 tracks—’Attention,’ ‘Hype Boy,’ ‘Cookie,’ and ‘Hurt’—with 3 of them serving as triple title tracks.