On September 27th, former ADOR CEO and renowned K-pop producer Min Hee jin 2024 Hyundai Card Da Vinci Motel, held in Itaewon-dong, Seoul. The event, hosted by Hyundai Card, was part of a series designed to bring together prominent figures from various industries for talks, performances, and exhibitions.
Min Hee-jin’s lecture, titled “Min Hee-jin’s Freestyle: A Producer Who Broke the K-pop Formula,” was highly anticipated due to her pivotal role in shaping the rise of NewJeans and her history in the industry. However, what started as a unique opportunity to hear her insights soon drew criticism as the event took an unexpected turn.
The lecture was initially scheduled to last for 50 minutes but stretched far beyond its planned duration. Min Hee-jin spoke for nearly 100 minutes, almost twice as long as the other speakers. Though the talk was supposed to conclude by 10:40 PM, she did not finish until 11:14 PM—34 minutes past the intended end time.
When Hyundai Card organizers politely signaled her to wrap up, Min Hee-jin responded, “You said it was okay to talk a little more earlier,” and proceeded to continue her lecture.
She also insisted on playing an unreleased song by NewJeans, a track still in development, hoping it would be heard by the public soon. Min Hee-jin even played the full version of the song and, after a minor technical issue, quipped, “I think our employee made a mistake, but I like the part that was cut the most.“
Despite the charm of the unreleased music, some audience members grew uneasy due to the extended timing, especially considering the event’s late-hour scheduling.
Min Hee-jin concluded her talk by thanking Hyundai Card for believing in her, but her remark, “Even if the time is over, I have to say what I want to say,” further highlighted her disregard for the time constraints.
Critics were quick to point out the lack of consideration for the audience’s schedules, especially given the late-night timing of the event. The lecture, which ran significantly longer than expected, was held on a weekday evening, leaving many attendees potentially facing difficulties with transportation and other personal responsibilities as the event dragged on into the night.
While Min Hee-jin’s contributions to K-pop and her role in breaking industry norms are undeniable, her extended lecture was met with frustration. Many felt that her lengthy presentation overshadowed the content itself, making it challenging for those who had committed to attending a more structured, time-bound event.
