SEOUL – When Allday Project debuted in June, they immediately captured the attention of K-pop fans not only because they were the first co-ed group introduced in nine years, but also because of the distinct and unconventional profiles of their five members.

One who especially drew attention was rapper Annie, whose transition from chaebol heiress to rookie idol quickly became one of the most-discussed narratives in 2025’s K-pop rookie scene.

Born into the Shinsegae family, which controls one of South Korea’s largest retail empires, Annie is the granddaughter of Shinsegae Group chair Lee Myung-hee and the eldest daughter of company president Chung Yoo-kyung. Ms Lee, the youngest daughter of the late Samsung founder Lee Byung-chul, is also the aunt of current Samsung chair Lee Jae-yong.

Annie, the first known chaebol heiress to enter the K-pop industry, drew widespread attention long before her official debut. News that she was training under South Korean record label The Black Label went viral in February 2024, putting her in the public eye months ahead of schedule.

The 23-year-old has been active as a performer for a little over a year, and appears to have made a strong entry, particularly in South Korea, where chaebol families have long been viewed with scepticism over their wealth, influence and tight control of corporate management.

Annie has eased that scrutiny by presenting herself as a hard-working performer – a trait many ordinary South Koreans say they can relate to.

Unlike most K-pop rookies – who begin training in their childhood or early teens, come from modest backgrounds and spend years in rigorous training – Annie’s upbringing was different. Like many chaebol children, she received an elite education, but her passion for K-pop was the same as ordinary would-be idols.

Born and raised in Seoul, she later moved to Manhattan, New York, at the age of eight. She went on to attend the elite Chapin School before later enrolling at Columbia University as an art history and visual arts major.

In Allday Pr...