'Fourth-Generation Chaebol' Mun Soo-yoon Makes Idol Debut, Choosing Stage Over Business

Mun Soo-yoon, the eldest daughter of Shinsegae Group founder Lee Myung-hee and the granddaughter of Shinsegae chairman Lee Jung-yoo (known by her stage name Annie, born in 2002), will officially debut as an idol on June 23. This marks the first time a child from one of South Korea’s major chaebol families has made an idol debut, drawing attention as a symbolic move by a fourth-generation heir who is opting to pursue personal dreams rather than following the traditional path of business succession. Mun Soo-yoon will be part of ALLDAY PROJECT, a new mixed-gender idol group under the entertainment company Double Black Label led by renowned producer Teddy. Her stage name comes from her English name, Annie Moon. The group consists of five members: Mun Soo-yoon (Annie), Tarzzan, Bailey, Woochan, and Youngseo. ALLDAY PROJECT is Double Black Label’s second group after the girl group Miyao. The lineup is unique, including Woochan, a rapper from “Show Me the Money 6,” Youngseo, a trainee who finished in second place in HYBE’s survival program, choreographer Bailey Seok, who has worked on choreography for major K-pop artists, and Tarzzan, who is both a model and dancer. It is reported that Mun Soo-yoon has been training as a Trainee at Double Black Label for two to three years. Mun Soo-yoon is the granddaughter of Shinsegae Group chairman Lee Myung-hee through her husband and the eldest daughter of Shinsegae chairman Lee Jung-yoo. She is currently studying at Columbia University, a prestigious Ivy League institution in the United States. With a height of 168 cm and a stylish image, she is also an influencer with 120,000 Instagram followers. She has consistently shown interest in fashion and music while actively communicating with her fans. Mixed-gender groups are rare in the K-pop market. Groups such as “Lula,” “Shop,” and “Koyote” were popular in the 1990s and early 2000s, but mixed-gender groups have hardly appeared since then. Although KARD, which debuted in 2017, operates primarily with a global fanbase, the potential for success of mixed-gender groups in the domestic market is still considered low. This is due to the fan-centered structure of the Korean idol market, where domestic fans place high importance on emotional investment based on “fan sentiment” in addition to music. Double Black Label has adopted a strategy of maximizing the recognition and skills of individual members, aiming to overcome the structural limitations of being a mixed-gender group by putting members with both talent and popularity at the forefront. In Mun Soo-yoon’s case, while her background as a chaebol heir may attract attention, she also faces high standards of “skill verification.” Some fans have already expressed concerns. Mun Soo-yoon’s debut reflects a growing trend among chaebol heirs who are choosing careers unrelated to business succession. Lee Won-joo, the daughter of Samsung Electronics chairman Lee Jae-yong, is majoring in data science and focusing on social contribution, while Choi Min-jeong, the second daughter of SK Group chairman Choi Tae-won, founded an AI healthcare startup after serving as a naval officer. Ham Yeon-ji of Ottogi is working as a musical actor. This trend is seen as a new portrayal of chaebol heirs who prioritize their own dreams and abilities over taking over businesses.