Lee Boo-jin’s modest look stands out at scholarship ceremony

In the left photo, Hotel Shilla CEO Lee Boo-jin poses with scholarship recipients during the 2026 Dooeul Scholarship Foundation certificate award ceremony at the Leeum Museum of Art in Seoul, Friday, wearing a gray high-neck wool dress from domestic womenswear brand Dint shown at right. Courtesy of Dooeul Scholarship Foundation / Screenshot from Dint website

At a scholarship ceremony Friday, Hotel Shilla CEO Lee Boo-jin appeared to dress with the intention of staying out of the spotlight. Instead, her modesty became the focus.

Lee attended the 2026 scholarship certificate award ceremony of the Dooeul Scholarship Foundation at the Leeum Museum of Art in Seoul. The event brought together newly selected scholarship recipients for a formal presentation marking their selection.

Lee, who chairs the foundation, used the ceremony to emphasize education and opportunity rather than personal prominence.

Her outfit reflected that intent. The Samsung heiress wore a gray high-neck wool dress from domestic womenswear brand Dint, priced at 177,000 won ($125). The design, offered in gray and brown options, features a relaxed upper silhouette, a covered neckline and a clean H-line skirt, creating a look that is composed, restrained and quietly formal.

After Lee appeared at the event, the dress rose to bestseller status on the brand’s website as photos circulated online. Commentators noted the contrast between her position as chief executive of Hotel Shilla and the relatively modest price of the outfit, praising the look for its restraint.

At the same foundation ceremony in 2024, Lee wore a modestly priced two-piece from the same brand, an appearance that also drew attention online.

Lee’s public fashion choices are often seen as deliberate. Rather than relying on luxury labels, she consistently dresses with close attention to setting and purpose.