ANNIE of ALLDAY PROJECT poses by Shinsegae Square billboard

ANNIE, the eldest daughter of Shinsegae Group Chairwoman Chung Yoo-kyung, posted a photo on October 21 in front of a Shinsegae Square billboard displaying a music video for her group's second mini album, ‘CRASH’. The video for the album, which was released on September 28, was screened four times on the day of its release.

ANNIE (born Moon Seo-yoon), a member of the mixed-gender group ALLDAY PROJECT, has released a photo taken in front of Shinsegae Square where a promotional video for her group's new song is being displayed. ANNIE, the eldest daughter of Shinsegae Group Chairwoman Chung Yoo-kyung, posted the image on her official Instagram on October 21 with a heart emoji. The photo captures her posing in front of a screen playing the promotional video for ALLDAY PROJECT's second mini album, ‘CRASH’. ANNIE previously revealed that her family had opposed her debut as a singer. Shinsegae Square, which debuted in November 2024, has been used to introduce various K-pop content.

On October 21, ANNIE uploaded the photo to her official Instagram accompanied by a heart emoji. In the released image, she poses against the backdrop of the large electronic billboard at Shinsegae Square. The billboard was playing a video introducing the new song by ALLDAY PROJECT. According to reports, the photo was taken in front of the electronic billboard on the exterior wall of the Shinsegae Department Store main branch located in Myeong-dong, Jung-gu, Seoul. The post reportedly includes both individual shots of ANNIE and scenes featuring the group members. ANNIE did not add any additional explanation to the post, leaving only a heart emoji.

ANNIE is the granddaughter of Shinsegae Group General Chairwoman Lee Myung-hee and the eldest daughter of Chairwoman Chung Yoo-kyung. Because of this, the sight of her group's new song video playing on the billboard of the Shinsegae Department Store main branch led by her mother drew attention online. However, Shinsegae Square was not established specifically to sponsor certain celebrities. Since its launch in November 2024, Shinsegae Square has continuously introduced various K-pop content, including BIGBANG's G-DRAGON, BTS, BOYNEXTDOOR, and TUID. Shinsegae Department Store promotes this space as a new landmark in Seoul.

ANNIE stands before the billboard displaying the new song video

ALLDAY PROJECT made a comeback on September 28 with the release of their second mini album, ‘CRASH’. A video announcing the new song included in the album was broadcast at Shinsegae Square. According to reports, the ‘CRASH’ music video was screened four times on the day of the album's release. Reports also noted that this was the first time an ALLDAY PROJECT music video was screened at Shinsegae Square. The video included individual scenes of ANNIE as well as scenes of the entire group, and ANNIE took her photo against that screen. The timing of the new song video appearing on the billboard was after the group released the new album.

Shinsegae Square is a large media billboard installed on the exterior wall of the department store. Reports describe the scale of the billboard as being roughly equivalent to three basketball courts combined. Shinsegae Square has screened luxury brand advertisements and content from domestic and international artists. According to the source, it has introduced K-pop content from BIGBANG's G-DRAGON, BTS, BOYNEXTDOOR, and TUID. This time, the new song video of ALLDAY PROJECT was displayed on the billboard, and ANNIE personally released a photo in front of it. The scene became known online following the video broadcast on the album release date and ANNIE's photo post on October 21.

Fan comments on the photo

Upon the release of ANNIE's photo, fans left comments including jokes about her family's support. According to the source, comments included, “As expected, family is the most reliable supporter,” “?? : 'Everyone, our daughter has made a comeback, isn't she pretty?'”, and “Chairwoman, I am here to greet you as a prospective daughter-in-law.” Other comments mentioned in reports included “Legendary power,” “You have power, unnie,” and “At this level, it's a family business.” As the new song video on the billboard and the photo taken by ANNIE were shared together, reactions mentioning that the billboard belongs to the department store where her mother is the chairwoman continued.

Reactions to the photo also included concerns about ANNIE's clothing rather than just the video on the billboard. One report stated that seeing ANNIE in thin clothing, comments such as “Unnie, the weather is cold, don't catch a cold” and “Please dress warmly” were posted. Other comments included, “To be in front of your mom's company, you really have power,” “It's finally up there,” and “Mother, you've acknowledged this much, right?” The comments in the source and those mentioned in reports were all reported as reactions to ANNIE's post.

Family opposition before debut and admission to Columbia University

As the eldest daughter of Shinsegae Group Chairwoman Chung Yoo-kyung, ANNIE majored in Art History and Visual Arts at Columbia University in the United States. According to the source, she graduated in May. On June 24 last year, she debuted in the music industry as a member of the mixed-gender group ALLDAY PROJECT under The Black Label, led by producer Teddy. She stated that there was opposition from her family regarding her dream of becoming a singer before her debut. ANNIE revealed that when she first brought up the topic of being a singer in a video released on the official ALLDAY PROJECT channel on June 13 last year, her mother laughed and said, “That's nonsense,” and when she later spoke seriously about wanting to be a singer, her mother replied, “Absolutely NO.”

ANNIE explained that the family opposition intensified during her second and third years of high school. When she said she could not give up, her mother proposed that if she was accepted into university, she would help persuade the rest of the family. ANNIE said she gave up sleep from that point on to prepare for entrance exams and was accepted to Columbia University. Her mother said she did not actually expect ANNIE to be accepted to the university, and ANNIE shared that she spent a lot of time practicing and dancing at the time. She also mentioned that because she was doubted regarding her sincerity about the path of a singer, she had to show more to prove her desperation for her dream. She explained that she liked getting closer to the debut opportunity and worked harder every day.

ALLDAY PROJECT released their second mini album, ‘CRASH’, on September 28. ANNIE released a photo in front of Shinsegae Square where the album promotion video was screened, and the post received comments mentioning family support and concerns about her clothing. Shinsegae Square is a space that has introduced various K-pop content, and according to reports, the group's music video was also screened on the day of the album release. ANNIE continues her activities as a member of the group.

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