As K-pop evolves into a multilayered global industry, the role of a creative director is gaining more attention than ever before. No longer just behind-the-scenes facilitators, creative directors are now seen as key architects of a group’s identity — combining music, fashion, visual storytelling and branding into one cohesive narrative.

The shift began in the 2010s with the growing importance of so-called “universe” building, where visual storytelling and music intertwine to create a deeper, almost cinematic experience. It was also a time when global audiences, exposed to K-pop via social media, began demanding more immersive and visually sophisticated content.

“In the past, a few hit producers like Teddy dominated. But now, it's common for seven to eight international producers to collaborate on a single track, and someone needs to bring it all together,” music critic Lim Hee-yun said. “It’s no longer about sourcing good raw material — that’s become easier. The challenge is how to assemble them into a great structure. That’s where creative directors step in.”

Among those leading the charge are Seo Hyun-joo, Lee Hae-in and Min Hee-jin — a trio of the most prominent K-pop creative directors, each redefining what it means to steer a K-pop group in the modern era.

While Min Hee-jin operates with high visibility, Seo Hyun-joo, founder and vice president of Starship Entertainment, works with less public recognition but equally strong influence.

Seo, a former artist & repertoire producer at SM Entertainment and director at Big Hit Music, founded Starship in 2008. Under her leadership, the company produced successful groups, including Sistar, Monsta X and Ive. She recently launched rookie girl group KiiKii, one of the most anticipated debuts of the year.

Billboard named Seo one of the “Most Influential Women in Music” this March, acknowledging her role in turning Ive into a trendsetting act. As executive producer, Seo is involved in casting, team formation, concept development, A&R and promotions — crafting Ive’s identity around the concept of self-confidence while pushing for musical variety in every release.

“Her strength lies in her communication with staff to ensure that each girl group under Starship has a distinct color,” an industry official said.

Lee Hae-in, a former contestant on “Produce 101” and a member of project group I.B.I, has taken a different path — transitioning from idol to creative director.

She stepped into the spotlight in 2023 by directing the debut of girl group Kiss of Life under S2 Entertainment. Drawing from her own experience as a performer, Lee crafted a concept that emphasizes authenticity and strong vocal performance. Her work helped the group stand out with its confident identity and messaging, resonating with Gen Z audiences and 2nd generation K-pop fans alike.

Kiss of Life earned the Rookie of the Year award at the 2024 Korean Music Awards in February and achieved their first music show win on SBS MTV's "The Show" with "Sticky" in July.

While Lee is currently focused solely on Kiss of Life, her influence is growing. After leaving S2 Entertainment, she signed with DOD (Dayonedream) in December and will oversee the debut of boy group Close Your Eyes, set to launch on April 2.

Arguably the most well-known creative director in K-pop, Min Hee-jin now finds herself at a crossroads following a legal dispute with Hybe that erupted in April 2024. The former Ador CEO allegedly sought outside investors in an attempt to strike independent from Ador's parent company Hybe. She was dismissed as CEO of Ador in August and, since then, appears to be on a hiatus.

Before joining Hybe in 2018, Min made her name at SM Entertainment. She is best recognized for creating NewJeans under Hybe’s sub-label Ador. Her innovative approach to debuting the group in 2022 — releasing the track “Attention” with without a teaser campaign — broke from industry norms and created an immediate buzz.

Min’s production veered away from the heavy EDM trend of the time, instead embracing early 2000s R&B, Jersey club and minimalist pop. The Y2K visual aesthetic extended to music videos, fashion and social media, making NewJeans a cultural phenomenon. Min also played a central role in building strategic global partnerships, leading to collaborations with Apple and Coca-Cola, and positioning the group as youth icons rather than conventional idols.

NewJeans were trailblazers: The first K-pop girl group to perform at Lollapalooza Chicago, the members also appeared on year-end best-of lists by Rolling Stone, The New York Times, and Billboard. However, following last week's court order temporarily barring the group from pursuing independent activities outside of Ador, NewJeans announced a hiatus, firmly stating there is no possibility of returning to the label.