Shinsegae Chairwoman Chung Yoo Kyung displays daughter's MV on department store wall

The mother who once insisted, "It is absolutely impossible to be a singer," has finally displayed her daughter's music video on the exterior wall of her department store. The music video for 'CRASH', the new song by Annie Moon—the eldest daughter of Shinsegae Chairwoman Chung Yoo Kyung and a member of ALLDAY PROJECT—is being featured on the massive electronic display at the Shinsegae Department Store main branch.

According to industry sources on the 28th, the music video for ALLDAY PROJECT's second mini-album 'CRASH' began screening today on 'Shinsegae Square,' the massive media facade on the exterior wall of the Shinsegae Department Store main branch in Jung District, Seoul. 'CRASH' was released at 6 PM today, and the music video is scheduled to be screened until the 18th of next month.

Shinsegae Square is a large-scale media space created on the exterior wall of the Shinsegae Department Store main branch in 2024. It is a venue where content from representative K-pop stars such as BTS, G-Dragon, Tomorrow X Together, and Illit has previously appeared. In a striking turn of events, the eldest daughter of the Shinsegae owner family has now appeared as the protagonist on this very stage.

Annie Moon's journey to her singing debut was not smooth. In a documentary released last year, Annie revealed that when she first told her mother, Chairwoman Chung, that she wanted to become a singer, the response was, "That makes no sense." Even when she brought up her dream of being a singer seriously again a few years later, Chung strongly opposed it, and Annie confessed she took it as a definitive "absolutely not."

However, Annie did not give up on her dream. Chung proposed a condition that she would help persuade other family members once Annie was accepted into university, and Annie subsequently enrolled at Columbia University in the United States. Later, she finally turned her dream of being a singer into reality by joining ALLDAY PROJECT, a co-ed group under The Black Label led by Teddy Park.

Her debut song 'FAMOUS', released in June last year, garnered attention by climbing to the top of digital music charts immediately after release. While her background as the "Shinsegae granddaughter" and a "fourth-generation chaebol idol" was the center of initial buzz, Annie has been expanding her musical presence through group activities. Having recently graduated from Columbia University, she has moved beyond the stage of balancing academics and music to embark on her full-scale career.

The result of that effort unfolded at her "mother's company." The music video for Annie Moon's new song was revealed through a massive screen in the very center of the Shinsegae Department Store, where Chung had previously opposed her daughter's debut. The daughter, who rose to the stage by overcoming her family's opposition, has now turned the iconic media space of Myeongdong into her own stage.

The story of a mother and daughter, which began with the opposition of "you cannot be a singer," has ultimately led to the daughter's music video being displayed on the exterior wall of her "mother's department store." What draws more attention than her chaebol background is Annie's current reality—having ultimately turned a once-opposed dream into a career. Now, attention is focused on how she will establish herself as a singer beyond the label of being the "Shinsegae granddaughter."