Sunny Joins Uncle Lee Soo-man’s Tree-Planting Campaign in LA, Raising 1.7 Billion KRW for Urban Greening
Lee Soo-man, the legendary producer who helped globalize K-pop, recently wrapped up a large-scale urban greening campaign in Los Angeles, raising over $1.25 million (about 1.7 billion KRW) in partnership with the KoreaTown Youth and Community Center (KYCC). Announced on May 27, the campaign is part of Lee’s ongoing dedication to environmental sustainability through tree-planting initiatives.
Launched in September 2024 with Lee Soo-man’s personal donation of $500,000, the campaign successfully garnered an additional $755,000 from various institutions and grassroots supporters, led by KYCC.
More than 1,000 climate-resilient trees have since been planted in underserved neighborhoods, including South LA, Pico-Union, and Koreatown. Over 500 volunteers — from local youth to community residents — actively participated in the effort.
Lee Soo-man reflected on the project’s deeper meaning, stating, “Planting trees is a way of leaving behind a breathing legacy for future generations. Just as artists create beauty, we must preserve and expand it. ESG is not just a corporate responsibility, but a social role for creators as well.”
Notably, former Girls’ Generation member Sunny, who is also Lee Soo-man’s niece, took part in the tree-planting event in Koreatown. Her involvement has sparked speculation that she may be following her uncle’s path as a visionary leader.
The campaign also featured participation from A2O MAY, a global girl group under Lee Soo-man’s A2O Entertainment. Consisting entirely of Chinese members, the group has achieved international success with their debut song “Under My Skin” entering the U.S. Billboard Top 40, and their follow-up track topping China’s QQ Music charts.
KYCC Executive Director Song Jung-ho praised the campaign’s impact: “Thanks to Lee Soo-man’s vision and heartfelt support, thousands of LA residents will enjoy a greener, healthier urban environment. This is what ESG in action truly means.”
This impactful campaign not only highlights Lee Soo-man’s dedication to environmental sustainability but also showcases how cultural icons like Sunny can inspire positive change beyond the entertainment industry.