Nepo Babies in K-pop: ALLDAY PROJECT’s Annie and RIIZE’s Anton Push Back Against Privilege Claims
The term “nepo baby” has become a hot-button issue in the entertainment industry and K-pop is no exception.
One of the latest idols to find herself under the microscope is Annie (real name Moon Seo Yoon), a member of upcoming co-ed group ALLDAY PROJECT, produced by The Black Label. With her powerful chaebol background as the daughter of Jung Yoo-kyung, president of Shinsegae Department Store, and granddaughter of Shinsegae Group chairwoman Lee Myung-hee, Annie’s debut is generating both buzz and backlash.
Annie’s Path to Debut
On June 13, Annie opened up about her journey on ALLDAY PROJECT’s official YouTube channel. She revealed that her dream of becoming a singer began after watching BIGBANG and 2NE1’s “Lollipop” music video. “It was shocking. A whole new world opened up for me,” she said. “I made up my mind right then—I wanted to do exactly what they were doing.”
But Annie’s elite family didn’t immediately support her aspirations. “My mom told me she’d help convince the rest of the family if I got into university,” Annie said. “So I gave up sleep, studied hard, and got accepted.” She earned admission to Columbia University in the U.S., before taking a leave of absence to train under The Black Label’s Teddy, one of K-pop’s top producers.
Prior to her official debut with ALLDAY PROJECT, Annie was rumored to be part of the girl group MEOVV after trainee photos of her with Ella Gross surfaced. Though the debut didn’t materialize, she’s now making a rare move by debuting in a co-ed group—an uncommon format in K-pop.
Annie’s case is being labeled not just as a “gold spoon” idol, but as a “chaebol idol”—a term for those from powerful conglomerate families. Her surname alone commands attention, but it has also become a source of criticism.
Despite releasing personal content expressing her passion and dedication, Annie is still battling the stigma of being a “nepo baby.” She acknowledged this herself, saying, “People think I’m not sincere about this path. That’s why I have to prove how much I’ve wanted this dream how real it is to me.”
She added, “Each day I’m giving it my all. I’ve been pushing myself more intensely than ever.”
Comparisons to RIIZE’s Anton: A Familiar “Nepo Baby” Narrative
Annie’s situation draws comparisons to Anton, member of SM Entertainment’s boy group RIIZE and son of legendary producer Yoonsang.
Anton also faced nepotism rumors when he debuted. In a 2023 appearance on tvN’s You Quiz on the Block, Yoonsang firmly denied giving his son a shortcut into the industry.
Anton himself clapped back at “nepo baby” criticism by quoting Lady Gaga’s Born This Way in response to a malicious comment—sending a strong, succinct message: “I was born this way.”
Both Annie and Anton represent a growing trend in K-pop—idols from influential families striving to step out of the shadows of their surnames and earn recognition as independent artists.