K-Pop Group ALLDAY PROJECT Draws Buzz with Shinsegae Heiress & Star Choreographer: Can They Live Up the Hype?

On June 9, The Black Label officially unveiled its newest co-ed K-pop group, ALLDAY PROJECT, a five-member ensemble that’s already making headlines thanks to its unconventional lineup and powerhouse backgrounds. The group includes Annie Moon, Bailey Sok, Youngseo, Jo Woochan, and Tarzzan, blending male and female talent in a rare K-pop experiment.

What’s setting social media ablaze is not just the mixed-gender format, but the star-studded résumés of its members. Leading the spotlight is Annie Moon, a 2002-born idol who is the granddaughter of Shinsegae chairwoman Lee Myung-hee, making her a member of one of Korea’s wealthiest chaebol families. Already known in K-pop circles for her friendships with BLACKPINK, CL, and Jeon Somi, Annie’s rumored link to G-Dragon previously stirred media frenzy. Her official debut has fans both intrigued and skeptical about her motivations.

Also gaining attention is 21-year-old Bailey Sok, a Korean-American dance prodigy and choreographer behind hits for Red Velvet, aespa, and Taeyang. Her reputation for electrifying stage presence and choreographic genius is fueling high expectations for ALLDAY PROJECT‘s performances, with many dubbing her a potential “best Gen 5 female dancer.”

Youngseo, formerly a contestant on HYBE’s survival show R U NEXT, was expected to debut with ILLIT but withdrew just before debut. After being spotted filming near The Black Label headquarters, her return has sparked buzz, especially as fans once believed she had abandoned her idol career.

The male members bring their own credentials. Jo Woochan, known from HYBE’s now-defunct Trainee A project, brings previous exposure and fan interest. Meanwhile, Tarzzan, a model-turned-idol with a strong social media following and unique visuals, rounds out the team with his bold, unconventional look.

Despite the buzz, many are cautious. Co-ed K-pop groups have historically struggled: Co-Ed School disbanded quickly, while KARD found more success internationally than domestically. Fans cite challenges in fandom dynamics, gender-targeted marketing, and cultural expectations. Furthermore, some worry that Annie Moon’s chaebol background may distance the group from K-pop’s beloved underdog narrative of humble beginnings and hard-earned success.

Critics argue that idol groups thrive on relatability and emotional connection, something that may be hard to foster when a member is perceived as privileged. Others voice concern that her presence could either overshadow the group or invite undue scrutiny.

Nonetheless, with such a unique combination of talent, experience, and star power, ALLDAY PROJECT remains a high-stakes gamble for The Black Label. Whether they sink or break new ground in K-pop history is a question the industry is watching closely.