TWICE leader Jihyo announced on October 21 that she is leaving JYP Entertainment after 21 years and has established her own agency, EMITHAUS, delivering the news in a handwritten letter. The announcement, reported by Asia Daily, marks the end of one of the longest artist-agency relationships in modern K-pop and the beginning of a new independent chapter for one of the industry’s most prominent figures.
Twenty-one years is an extraordinary tenure by any measure — spanning not just Jihyo’s time as a member of TWICE, but her entire journey with the company. The decision to communicate the news through a handwritten letter added a personal, deliberate quality to the announcement, suggesting a farewell crafted with care rather than a corporate press release. In an industry where departures are often announced through terse agency statements, the handwritten format stood out immediately.
21 Years, One Handwritten Goodbye
A 21-year relationship between an artist and an entertainment company is virtually unheard of in an industry defined by seven-year contracts and frequent roster turnover. Jihyo’s tenure at JYP Entertainment encompasses her development as a performer, her rise as the leader of TWICE, and her growth into one of K-pop’s most recognizable figures. The handwritten letter acknowledged the weight of that history, offering fans a direct and personal account of her decision.
The format of the announcement matters. Handwritten letters have become a meaningful tradition in K-pop for communicating major personal news, signaling sincerity and a desire to speak directly to supporters without corporate mediation. By choosing this format, Jihyo framed her departure as a personal message to the people who have followed her career — a farewell on her own terms.
For longtime fans, the news carries an obvious emotional weight. Two decades of shared history between an artist and a company cannot be unwound without reflection, and the letter’s tone — personal, considered, forward-looking — gave supporters a way to process the transition alongside her.
EMITHAUS: A New Chapter
The most consequential detail in the announcement is what comes next: EMITHAUS, the new agency Jihyo has established herself. Founding one’s own agency is the clearest possible statement of intent — not a retreat from the industry, but a bid for creative and professional independence. The name alone signals a new brand, a new structure and a new phase of her career.
Artist-founded agencies have become an increasingly significant force in K-pop, as established performers seek greater control over their work, their image and their business affairs. Jihyo’s move places her in the company of idols who have parlayed years of industry experience into entrepreneurial ventures, betting that their personal brand and professional network can sustain an independent operation.
The practical questions — roster, staff, upcoming projects — will be answered in time. What is already evident is the ambition: after 21 years within one of K-pop’s biggest companies, Jihyo is choosing to build something of her own rather than simply signing elsewhere.
A K-Pop Era of Independence
Jihyo’s departure fits a broader pattern reshaping the K-pop industry, as veteran artists increasingly choose independence over long-term agency contracts. The economics of the business have shifted: established stars with loyal fanbases can now sustain careers outside the traditional agency system, and the infrastructure for independent promotion has never been more accessible.
For JYP Entertainment, the departure of a 21-year artist is a symbolic moment, closing a chapter on one of its longest relationships. For the industry, it is another data point in the ongoing redistribution of power from agencies to artists. And for fans, it is the start of a new era — one in which Jihyo’s next moves will be entirely her own.
From a handwritten goodbye to a newly founded agency, October 21 marked both an ending and a beginning. The K-pop world will be watching EMITHAUS closely.
Ultimately, the announcement is a reminder of how dramatically the balance of power in K-pop has shifted. Two decades ago, a 21-year artist leaving a major agency to go independent would have been almost unthinkable; today, it reads as a confident career move. Jihyo’s next chapter — and EMITHAUS’s first moves — will be among the most closely watched developments in the industry.