K-pop rookie Annie, dubbed the “Shinsegae Princess,” has stirred major controversy in South Korea following a viral video that shows her allegedly violating traffic laws. A livestream clip recently circulated showing Annie and Samuel Lim riding a shared electric kickboard without helmets and while livestreaming prompting the question: “Isn’t this illegal?”
The act, which breaches Korea’s road safety regulations, drew even more ire when netizens noticed Annie appeared to face no real consequences. Critics argue that if it were any other female idol, the backlash would have been far harsher. This perceived leniency has reignited debates around preferential treatment and whether the Korean media is shielding her due to her elite background.
Top-voted online comments expressed frustration:
“Let’s be honest, if she wasn’t rich, she wouldn’t have debuted. Bailey and Tarzzan dance on another level. Annie’s skills and visuals are average at best. What other trainee gets to flaunt a Lovestagram with her boyfriend before debut?”
“People these days just worship the rich. Every show ALLDAY PROJECT appears on turns into ‘Annie’s Chaebol Life’. Even when only Tarzzan is on Radio Star, it’s Annie’s family that takes the spotlight. They keep praising her: ‘3rd-gen chaebol but humble’, ‘talented’, ‘pretty’, blah blah. Even after riding a kickboard, helmetless and livestreaming with a guy, she still gets defended. Without that Shinsegae label, would she stand out at all?”
The backlash goes beyond the traffic incident, calling into question whether Annie’s media presence and idol success stem more from her lineage than merit. Despite ALLDAY PROJECT only debuting recently, public interest largely centers on Annie’s background as the granddaughter of the Shinsegae chairwoman and a Samsung family member.
Born in 2002, Annie was already well-known in K-pop circles before debut due to her connections with A-list stars like G-DRAGON, CL, and BLACKPINK. Since debuting as the leader and rapper of ALLDAY PROJECT, she’s remained the group’s focal point. While her skills are considered stable, critics claim she isn’t idol material without the chaebol narrative. Many argue that it’s fellow members like Bailey, Tarzzan, Youngseo, and Woochan who truly showcase idol-level talent, while Annie garners disproportionate attention.
Controversy intensified when ALLDAY PROJECT won a Daesang at the KGMA 2025, a move many felt was premature for a rookie group. Accusations even emerged that the award was “bought” thanks to Annie’s powerful connections.
Still, a segment of fans has come to Annie’s defense. They argue that she is being unfairly targeted, and that it’s unreasonable to dismiss her capabilities solely based on her wealthy background. Many insist Annie deserves time to prove herself, pointing out that ALLDAY PROJECT has only just begun their journey and that talent takes time to shine.
Whether a case of privilege or a victim of public scrutiny, Annie’s situation reflects the ongoing tensions between wealth, fame, and fairness in K-pop.
Sources: K14
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