Heyjini holds boxes from a luxury brand. [Heyjini channel]
Heyjini holds boxes from a luxury brand. [Heyjini channel]

Children's content creator Heyjini — real name Kang Hye-jin, CEO of Kidsworks — is facing fresh criticism after old videos showing extravagant luxury purchases resurfaced amid allegations of low-wage labor exploitation at the company.

A 2022 YouTube video titled "Hermès open run without my husband knowing," which Heyjini posted to her channel, has been recirculating online in recent days.

In the video, Heyjini shops at a luxury mall during a trip to Guam, buying two pairs of high-end sandals priced at around 920,000 won ($688) and around 1.05 million won each.

In another video, Kang is seen purchasing a buttocks-shaped designer vase by Anissa Kermiche priced at around 590,000 won, a towel set in the 100,000 won range and a baby cushion worth around 120,000 won.

At the time the videos were posted, the spending drew little criticism given Heyjini's status as a high-earning creator. But the context has shifted following allegations that she paid employees an annual salary of 20 million won ($15,000) — prompting observers to note that she spent more on a single pair of slippers than her staff earned in a month, even as she is accused of overworking them at near-minimum-wage pay.

The controversy began Tuesday, when a person identified only as A, a friend of Heyjini who had worked at Kidsworks, posted claims in an online community alleging a 20 million won annual salary while working up to 16 hours a day. A said the job required working on weekends and public holidays, and that the workload led to diagnoses of panic disorder and depression. A also alleged that the company obstructed an application for industrial accident compensation.

Kidsworks issued an official statement denying that it had blocked the industrial accident claim. "When the employee joined nine years ago, the salary was set without any issues with the pay structure, and it was subsequently raised by 25 percent," the company said. "A separate bonus was also paid during the leave period."

The controversy has not died down after a second former employee, identified as B, came forward with additional allegations — saying that compensatory days off for weekend and holiday work were not properly guaranteed, and that unpaid overtime was routine under an all-inclusive wage arrangement. B also alleged that staff were made to feel uncomfortable when taking taxis home after late shifts, and that employees who expressed a desire to resign were subjected to pressure.

Heyjini was born in 1989 and graduated from Dongduk Women's University's broadcasting and entertainment program. Kang pioneered the children's creator space in 2014 and has since built a large following.


paq@heraldcorp.com