In a move signaling a renewed focus on artist-centered operations and business agility, ADOR, a subsidiary of HYBE Corporation, has officially appointed Lee Do Kyung as its new Chief Executive Officer.
The announcement was made on August 20, 2025, marking another important leadership shift in the K-pop industry following a wave of corporate changes across major entertainment labels.
Lee’s appointment comes exactly one year after ADOR placed HR expert Kim Joo Young in the CEO seat to manage organizational restructuring.
Now that those goals have been met, the label is pivoting once more—this time towards active business growth and artist-focused innovation.
Why the Change? ADOR Explains the Strategy
In their official statement, ADOR clarified the reasoning behind the leadership transition:
“This move is intended to further strengthen the label’s operations as a company dedicated to planning and managing artists’ activities, including albums and concerts.”
With the internal restructuring phase completed under Kim Joo Young’s leadership, the board determined that it was time to hand the reins to someone with deep, hands-on experience in artist-related business management.
The aim is clear: streamline operations, boost artist activity, and expand creative business opportunities.
This decision suggests that ADOR is now entering a more agile, execution-driven phase, where label management and strategic growth are top priorities—especially given the competitive landscape of the K-pop industry and the increasing importance of global expansion.
Who Is Lee Do Kyung? A Leader With Proven Industry Experience
Lee Do Kyung is not a new face within HYBE’s ecosystem. She first joined the company—then still operating under the name Big Hit Entertainment—in 2019, and has since played a pivotal role in crafting HYBE’s broader business and innovation strategies.
Her professional background is especially strong in IP-based business development, which has become a cornerstone of HYBE’s global expansion strategy.
In 2022, Lee served as Vice President of HYBE Music Group’s IPX Business Division, a unit dedicated to maximizing the value of artist IP (intellectual property).
There, she led initiatives that went beyond music releases, involving merchandise, fan experiences, and brand partnerships.
Some of her most notable achievements include:
- Overseeing HYBE’s merchandise and light stick operations
- Managing pop-up stores and fan engagement activations
Spearheading THE CITY project — a large-scale experiential marketing campaign that integrated K-pop artists into entire cities during tour stops, offering fans immersive experiences beyond the concert venuesnnLee’s ability to bridge business innovation with fan-centric experiences makes her uniquely qualified to take ADOR to its next phase of growth, especially as fans increasingly expect deeper, more interactive engagement with their favorite artists.
From Internal Restructuring to External Expansion
This leadership change also marks the end of a transitional period for ADOR, which saw significant internal adjustments in the wake of publicized tensions between HYBE and its former CEO Min Hee Jin earlier in 2025.
At that time, Kim Joo Young—a seasoned HR executive—was brought in to stabilize the company, redefine its internal workflows, and realign its corporate structure.
With those foundational objectives now reportedly achieved, the agency is turning outward again- focusing on rapid artist activity, project launches, and international scalability.
The shift in leadership reflects a desire to be more nimble, adaptive, and commercially proactive.
What Does This Mean for ADOR’s Artists and Fans?
ADOR is currently best known as the agency behind NewJeans, one of the most influential and trend-setting girl groups of the 4th generation of K-pop.
With Lee Do Kyung at the helm, fans can likely expect a ramp-up in:
- Album production and release schedules
- World tour planning and large-scale concerts
- Merchandising, fan events, and global pop-up experiences
- Brand partnerships and collaborative artist IP projects
Given Lee’s track record in managing successful large-scale ventures, this change is a promising development for both the artists under ADOR and their dedicated fanbases.
Her leadership style is expected to emphasize business intelligence, speed, and creative expansion, offering a dynamic new chapter for the label.
Industry Reactions and Strategic Timing
While reactions from industry insiders have yet to fully surface, the timing of the change is significant. HYBE as a whole has recently been in the headlines for both expansion efforts—including a new Indian subsidiary—and internal challenges, including ongoing financial investigations and executive shakeups.
In that context, ADOR’s move to appoint a leader with a clear business vision signals a renewed focus on stability and long-term artist development.
It also positions the label as a serious contender in the international market, equipped with the right leadership to evolve in today’s fast-paced entertainment landscape.
