Shinsegae heiress Ani screens 'CRASH' MV on her family's department store billboard

The billboard moment everyone is talking about

Alldayproject member Ani posted a photo to SNS on October 21. The group's CRASH music video was playing on Shinsegae Square, the massive digital billboard on the exterior wall of Shinsegae Department Store's main branch in Jung-gu, Seoul. Ani is the eldest daughter of Shinsegae chairman Jung Yu-kyung and the granddaughter of Shinsegae Group overall chairman Lee Myung-hee. That is literally her family's billboard.

Shinsegae Square launched in November 2024 and spans roughly the area of three basketball courts combined. The CRASH MV had already aired there four times on September 28, the day the group's second EP dropped.

From "Absolutely NO" to Columbia University

Alldayproject is a co-ed group that debuted in June last year. Their second EP, CRASH, came out September 28. The group has previously released tracks FAMOUS and WICKED.

Ani's path to the stage was not straightforward. In the group's debut documentary, released in June last year, she recalled telling her mother she wanted to become a singer. The response was blunt.

"말이 되는 소리냐. 절대 NO" — Jung Yu-kyung, as recalled by Ani

Family opposition peaked during her sophomore and junior years of high school. Chairman Jung Yu-kyung eventually offered a deal: get into an Ivy League school and she would help persuade the rest of the family. Ani was accepted to Columbia University in the United States and graduated this year. (The Ivy League clause apparently worked.)

The SNS post—a single photo with a heart emoticon—is the first time Ani has publicly tied the group's promotional activity to the Shinsegae connection this directly.