Shinsegae heiress ANNIE poses by massive billboard featuring her music video

ANNIE, the eldest daughter of the Shinsegae Group owner, shared photos on the 21st in front of the Shinsegae Department Store Main Store in Myeong-dong, Seoul. The massive Shinsegae Square billboard featured the music video for "CRASH," the second EP released by her group ALLDAY PROJECT last month.

ANNIE, the eldest daughter of the Shinsegae Group owner and a member of the group ALLDAY PROJECT, has released unique verification photos taken in front of a massive electronic billboard at the Shinsegae Department Store, which is led by her mother, Chairwoman Chung Yoo-kyung. She visited the site to commemorate the display of her group's music video on the exterior wall of the department store. Netizens reacted enthusiastically to the scene, which would be difficult for an ordinary artist to experience, calling it a "power legend."

On the 21st, ANNIE posted two photos with heart emojis on her social media. In the photos, she poses against the backdrop of "Shinsegae Square," a massive media billboard installed on the exterior wall of the Shinsegae Department Store Main Store in Myeong-dong, Seoul. The billboard captured attention by sequentially displaying individual scenes of ANNIE and group scenes from ALLDAY PROJECT's new song "CRASH" music video. It was a moment where she personally commemorated seeing her own image, usually only seen on stage, filling a giant screen in the middle of the city.

The location drew even more attention as it was the Shinsegae Department Store Main Store. Shinsegae Square, a large-scale media billboard unveiled in November 2024, boasts a scale equivalent to approximately three basketball courts. The space has showcased various content from domestic and international artists as well as luxury brand advertisements. This marks the first time an ALLDAY PROJECT music video has been screened there; on the day of the album release last month, the "CRASH" music video was broadcast a total of four times.

While the appearance of the group's new song on a large billboard is special in itself, the scene became even more meaningful for ANNIE due to her personal narrative of achieving her dream of becoming a singer despite family opposition. The fact that content from the group she belongs to appeared in the symbolic space of the department store led by her mother, and that she visited to verify it, sparked interest. Public attention focused on the intersection of her background as the eldest daughter of a conglomerate family and her choice to be an idol.

Netizens' reactions to the photos were intense. Comments included, "As expected, family is the most reliable supporter," "Power legend," "You have power, unnie," and "At this rate, it's a family business." In particular, the "power legend" reaction was a joking expression arising from the combination of ANNIE's family background and the location of Shinsegae Square. However, since the specific circumstances of how this screening was arranged have not been disclosed, it should be viewed as a meeting between an artist's activities and a famous space rather than being concluded solely as a result of family influence.

The fact that ANNIE's journey to achieving her dream of becoming a singer was not smooth is evident from stories she has personally shared in the past. In an ALLDAY PROJECT documentary released last June, she revealed that when she expressed her desire to become a singer to her mother, she heard the response, "Does that make sense? Absolutely NO." She explained that while family opposition was significant, she chose to prove her potential rather than giving up on her dream.

ANNIE confessed that the family opposition was most intense around her second and third years of high school. She did not back down from her intention to not give up, and her mother proposed that if she was accepted into an Ivy League school in the United States, she would help persuade the rest of the family. ANNIE said she subsequently devoted herself to preparing for entrance exams while cutting back on sleep, and eventually, she was accepted to Columbia University in the United States. Her choice toward the dream of being a singer did not lead to abandoning her studies, but rather to a process of first creating achievements that could persuade her family.

ANNIE's path, which is difficult to explain solely through her glamorous background as the eldest daughter of a Shinsegae owner, is intertwined with the challenges surrounding her debut as a singer. This verification shot is being received as more than just a photo taken in front of a famous department store's billboard, but as a scene showing her current state of building achievements on the path she has chosen.

Since debuting as a member of ALLDAY PROJECT last June, ANNIE has been active, releasing "FAMOUS" and "WICKED." On the 28th of last month, she released her second EP "CRASH" and continues her musical activities. As her identity as an artist on stage coexists with her label as the eldest daughter of a conglomerate family, attention is focused on how ANNIE will expand her own position through future moves.

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