![[EXCLUSIVE] HYBE HIRES LEE BOYOUNG, ‘SHINSEGAE’S JUNG YOO-KYUNG’S RIGHT-HAND PERSON’, AS MIN HEEJIN’S SUCCESSOR](https://blogger.googleusercontent.com/img/a/AVvXsEgE3PPnyS050kPDwU35QRpfGJBfOvrI69WBjkEvcLc92fOE680RX3LTWgTfkniRzrq4jlxQajhngH6GEiOrcmHMa49vaAGdMWNQWXd-yHVWxnsJH1MTQqM_PRHAMgueYihEM2I9sxpPmiuierNXoMRamS98sHhYaUunR4iqosVKolcqhxVMlfKJ79hMR1GL=w1200-h630-p-k-no-nu "[EXCLUSIVE] HYBE HIRES LEE BOYOUNG, ‘SHINSEGAE’S JUNG YOO-KYUNG’S RIGHT-HAND PERSON’, AS MIN HEEJIN’S SUCCESSOR")
Branding expert Lee Boyoung, known as the “right-hand woman” of Shinsegae Chairwoman Jung Yoo-kyung, has reportedly joined HYBE, led by Chairman Bang Sihyuk. Industry insiders widely believe that HYBE has brought her on as a successor to former ADOR CEO Min Heejin, who left the company following the recent “NewJeans controversy.”
According to industry sources on the 21st, Lee has already begun the resignation process at Shinsegae earlier this month and is expected to officially join HYBE around the end of May. One insider said, “It’s true that Lee is heading to HYBE,” adding, “Very few people inside HYBE are aware of this yet. The information has only been shared with a select group of executives.”
Born in 1972, Lee Boyoung is widely recognized as a “Midas touch” in the field of design and branding. She joined Shinsegae Group in 2010, becoming its “first female executive.” Her previous roles include Global Creative Director at Google and Creative Head at Sephora under LVMH. In 2023, Chairwoman Jung re-hired Lee to lead the group’s push into beauty and lifestyle as core business areas, solidifying her status as a key insider.
Until recently, Lee held central planning roles as Head of Brand Business at both Shinsegae and Shinsegae International. The much-praised remodeling of the food hall at Shinsegae Department Store’s Gangnam location is also attributed to her leadership.
Given this background, many in the industry speculate that HYBE brought Lee on board to fill the vacuum left by Min Heejin. Her past roles in brand strategy, visual direction, and creative leadership closely mirror those Min performed at HYBE.
Like Min in her early days, Lee is expected to join HYBE’s holding company rather than a subsidiary label. However, her exact title and position have not yet been disclosed. When contacted by Weekly Chosun, a HYBE representative said, “We do not confirm information about specific individuals joining the company.”
post response:
[+58][-37]
1. [+117, -12]
2. [+110, -48]
Hmm… calling her Min Heejin’s successor doesn’t really fit. That woman is way more accomplished and intelligent by comparison. It just seems like they added another female executive. If they use a clickbait headline calling her ‘Min’s replacement,’ I feel like Lee Boyoung would be rightfully offended
3. [+57, -10]
Isn’t a branding expert completely different from a producer who makes songs and does styling?…;;;; I don’t know. Whatever, I don’t really care what happens to HYBE. They can do whatever they want
4. [+49, -12]
She’s not gonna be doing any producing, she was hired as an expert in branding. HYBE really is making obvious what kind of company they really are
5. [+43, -36]
Are Min Heejin and those psycho Bunnies going to swear at her because they called her Min’s successor? They’re always calling others Hannams but they’re judging other people’s faces just like Hannams ㅋㅋㅋ