Choi Creative Lab

Choi Creative Lab (초이크리에이티브랩엔터테인먼트), also known as ChoiLab, is a South Korean talent management and entertainment agency founded in 2023 by CEO Choi Shin-kyu and co-founder Kang Jong-wan. Headquartered in Yangcheon-gu, Seoul, the company represents artists across K-Pop, acting, and variety entertainment. ChoiLab entered the industry at a moment when boutique agencies were proving increasingly viable alternatives to the major label system. Its most notable act is girl group H1-KEY, which joined the roster in 2025 after previously being managed under GLG Entertainment. H1-KEY had built a reputation as one of the hardest-working independent groups in K-Pop, defined by tight choreography, a distinctively retro-influenced sound, and a fanbase that stayed loyal through multiple label transitions. The agency also manages legacy Apink members including Chorong, Bomi, Namjoo, and Hayoung, artists whose careers collectively span over a decade and who continue to find new audiences through ongoing solo and group activities. Choi Creative Lab's approach reflects a growing model in Korean entertainment: experienced industry professionals establishing dedicated boutique houses that can offer artists a level of attention and creative partnership that larger companies structurally cannot. The company operates its official channels under the CHOILABENT branding across social media platforms.