K-pop’s first ‘chaebol idol’: Shinsegae heiress Annie Moon to debut in coed group

K-pop group Allday Project / Courtesy of The Black Label

K-pop is set to welcome its first “chaebol idol” as Moon Seo-yoon — the eldest daughter of Shinsegae President Chung Yoo-kyung — prepares to make her debut in a new coed group later this month.

According to The Black Label, the entertainment agency founded by former YG Entertainment producer Teddy, Moon will debut under the stage name Annie on June 23 as a member of the five-member coed group Allday Project. The lineup includes Annie, Tarzzan, Bailey, Woochan and Youngseo.

Moon is also the granddaughter of Shinsegae Group Chairwoman Lee Myung-hee and the daughter of Moon Sung-wook, who holds executive positions including vice president of Shinsegae International and CEO roles at Shinsegae Tomboy and Signite Partners.

Her debut marks the first time a member of a prominent Korean chaebol (family-run conglomerate) has joined the idol industry. Rumors of her entertainment aspirations began circulating last year after photos surfaced of her with trainees from The Black Label’s girl group Meovv in what appeared to be a practice studio. Although Meovv officially debuted in September, Moon's prospects of joining the industry remained unconfirmed — until now.

Moon Seo-yoon will debut under the stage name Annie in a new mixed-gender group Allday Project. Captured from Moon’s social media

Allday Project is The Black Label’s second idol group following Meovv. On Sunday, the agency launched the group’s official social media accounts and released a teaser video and promotional images of the members. The video includes the message: “The world may not yet know Allday Project, but we are ready.”

Moon’s younger sister, Moon Seo-jin, expressed her support by sharing the group’s debut announcement on social media.

This article from the Hankook Ilbo, the sister publication of The Korea Times, is translated by a generative AI system and edited by The Korea Times.