On August 20, Hybe label Adore (ADOR) announced that Lee Dokyung, formerly Vice President, has been appointed as the new CEO.
Adore explained that this personnel decision was made "to fully establish operations as a label responsible for planning and managing artist activities, including album production and concerts."
Last August, Adore appointed Kim Jooyoung, an HR management expert, as CEO, replacing Min Heejin, with the goal of normalizing the organization by separating production from management and reallocating human resources. The board determined that the initial objectives had been achieved, and to quickly support artist activities and drive business initiatives, they appointed Lee Dokyung, who has extensive practical management experience, as the new CEO.
The new CEO joined Hybe (formerly Big Hit Entertainment) in 2019, where he was in charge of establishing the company's vision and business strategies, as well as leading new business initiatives. Since 2022, he has served as Vice President of the IPX Business Division at Hybe Music Group, developing solution businesses utilizing artist IP (intellectual property).
At that time, Lee oversaw merchandise, pop-up stores, and light stick businesses for affiliated artists, and planned and led "THE CITY" project, which applied artist IP throughout cities hosting concerts.
Currently, Adore is home to NewJeans, a group engaged in an exclusive contract dispute. In June, the company held the "2025 Adore Boys Global Audition" and is preparing to launch a next-generation boy group.
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