Lee Hae In, a former K-pop trainee turned acclaimed creative director and producer, has officially launched her own entertainment company, AMA, and taken on the role of Chief Creative Officer (CCO). Announced on January 7, Lee co-founded the company with former Warner Music Korea executive Jay Kim, who will serve as CEO.

AMA, short for “All My Anecdotes,” represents Lee’s mission to create artist-centered narratives grounded in identity and storytelling. The company aims to shape next-generation artists through a sensory-driven approach that blurs the boundaries between reality and virtuality, local and global.

Lee Hae In previously made waves as the creative director of the girl group KISS OF LIFE and gained further recognition through her appearance as a director on JTBC’s audition program PROJECT 7. She also serves as the executive producer for the boy group CLOSE YOUR EYES.

AMA has already secured partnerships with SLL and its subsidiary label Uncore, continuing Lee’s producing work for CLOSE YOUR EYES while fostering shared industry know-how and creative synergy.

An Uncore representative expressed strong support, stating, “We’re thrilled to work with AMA led by the uniquely visionary Lee Hae In and globally experienced CEO Jay Kim. We will fully support AMA’s new journey.”

Lee Hae In holds one of the most extraordinary paths in K-pop history. After finishing 17th in Produce 101 in 2016, she ranked first in the 2017 show Idol School but was unjustly removed from the debut lineup due to manipulated results. A legal investigation later confirmed she had truly ranked No.1.

Since then, Lee has redefined herself behind the scenes, earning critical and fan acclaim for her work with KISS OF LIFE and now embarking on her boldest move yet—leading her own company as a visionary creative force in the K-pop industry.

Sources: Nate