Shinsegae heiress and K-pop rookie Annie wins fans over with volunteer work

Annie, a member of the co-ed K-pop group ALLDAY PROJECT and the eldest daughter of Shinsegae President Chung Yoo-kyung, is drawing attention for her unpretentious daily life — far from the glamorous image often associated with chaebol families.

Even before her official debut, Annie attracted public interest as a chaebol heiress. But while many expected her to project a polished, high-society persona, Annie is instead showing a more relatable side.

A video uploaded Wednesday on the group’s official YouTube channel shows Annie and fellow member Woochan volunteering at a local dog shelter. “I’ve been coming here since before my debut, and Woochan has always wanted to join me, so we decided to come together today,” she said.

Despite being filmed, Annie appeared makeup-free, emphasizing her natural charm. In the video, she’s seen gently scooping up a stray puppy that wandered outside the yard — laughing as she says, “This one escaped!” — and carefully feeding the shelter dogs. She even asked Woochan to help remove a worm she discovered while checking a dog’s paws and casually tied her hair back as she wiped down a cabinet.

This isn’t the first time Annie’s everyday life has gained attention. In July, she appeared on MBC’s reality show “The Manager,” where she shared a look into her dorm and routine. Viewers were surprised to see a down-to-earth personality rather than the high-maintenance lifestyle often expected from a chaebol heiress.

Her beauty routine also showed a relatable side: drawers full of cushion compacts, sheet masks and basic skincare products from local brands. “I’m really into beauty,” she said. “Korean products are definitely the best.” At one point, she wiped the floor clean — only to accidentally scatter makeup powder everywhere, drawing laughter from the production crew.

Fans have responded warmly to her grounded and approachable image, with comments like, “The more I learn about her, the more genuine she seems,” “She’s so relatable” and “I love how laid-back the members are.” Others praised her continued volunteer work, calling her “a positive influence” and “someone with real character.”

By revealing an authentic, unpolished side of herself, Annie is breaking free from the “chaebol heiress” label and narrowing the distance between herself and the public — and many are eager to see how this fresh image evolves as her career takes off.

This article from Xportsnews is adapted by a generative AI system and edited by The Korea Times.