Annie (Moon Seo-yoon), a member of the mixed-gender group All Day Project. [Yonhap]
Annie (Moon Seo-yoon), a member of the mixed-gender group All Day Project. [Yonhap]

The music video for the new single by All Day Project — the group that includes Annie (24, real name Moon Seo-yoon), the eldest daughter of Shinsegae Group Chairman Chung Yoo-kyung — was screened on the massive "Shinsegae Square" display at the flagship Shinsegae department store in Myeong-dong, Seoul. The moment drew particular attention given that Chung had reportedly dismissed her daughter's wish to become a singer as "out of the question."

All Day Project released its second mini-album, "CRASH," on Monday at 6 p.m. The music video for the title track of the same name aired four times that day on Shinsegae Square, the large media screen on the exterior wall of the flagship store.

It was the first time an All Day Project video had appeared on Shinsegae Square.

Shinsegae Square launched in November 2024 as a large-format media display that Shinsegae department store billed as "a new Seoul landmark." It was originally built at 1,292.3 square meters and later expanded to 1,353.6 square meters — roughly the size of three basketball courts.

Since its launch, the screen has featured content from global luxury brands and K-pop artists both domestic and international.

In March, BTS screened the music video for "SWIM" there, and videos by G-Dragon, Boy Next Door and Tweed have also appeared on the display.

Unlike past screenings for some K-pop artists — which were accompanied by separate press releases — Shinsegae department store issued no release in connection with the All Day Project screening.

Annie had previously spoken about the family opposition she faced before choosing a career in music, in a documentary released in June last year.

She said that when she first told her mother, Chairman Chung, of her wish to pursue a singing career, she was told it was "out of the question," and that even after conveying more seriously how much she wanted to become a singer, she was met with an "absolutely no."

Annie ultimately struck a deal, agreeing to apply to an Ivy League university in exchange for the chance to pursue her debut — and enrolled at Columbia University in the United States, achieving her dream.

Annie is the granddaughter of Lee Myung-hee, honorary chairwoman of Shinsegae Group, and the eldest daughter of Chairman Chung. She graduated from Columbia University in May with degrees in art history and visual arts, and made her official debut in the music industry as a member of All Day Project in June last year.


yeonjoo7@heraldcorp.com