You haven’t heard a single track yet. No music video, no choreography drop, and no official concept trailer. But still, you already know who your bias is. That’s not an accident. That’s the art of modern K-pop branding. And no group illustrates that shift more clearly than ALLDAY PROJECT, the new co-ed K-pop group from THE BLACK LABEL.
Set to debut on June 23, ALLDAY PROJECT new K-pop group is already making headlines for reasons that have nothing to do with music. And here’s why you should pay close attention.
ALLDAY PROJECT from THE BLACK LABEL: A Debut That’s NOT So New
Now, before you’re quick to decide whether to love or hate them, one thing we should pay attention to is that this name was never meant for a new discovery. As their new co-ed K-pop group, THE BLACK LABEL has clearly designed ALLDAY PROJECT for global recognition.
Despite their so-called rookie position in the K-pop scene, ALLDAY PROJECTS is a new group not only with a bold co-ed system, but also consists of individual personal brands, handpicked not only for talent but also for the weight of their image.
That is why, unlike the other new K-pop groups debuting this year, you cannot really say that ALLDAY PROJECT is a “rookie.” Because this new group from THE BLACK LABEL is basically launching itself with a complete rebrand of each member, with full backing, legacy positioning, and public narratives already in motion.
Read also: ALLDAY PROJECT Members Profile Database.
How is that even possible? Just check out what each of the ALLDAY PROJECT members brings to the plate. Every name carries its own existing brand, contributing to the rise of this new group, elevating the name even higher, and positioning the group at the top of trending searches, with both achievements and controversies.
Annie Moon: Chaebol Heiress or Next-Gen Muse?
Let’s start with the name you’ve likely already seen trending: Annie Moon (Moon Seo-yoon). She hasn’t performed on a public stage yet, but her presence in ALLDAY PROJECT new K-pop group by THE BLACK LABEL is already polarizing fandoms.
Why? Well, because Annie is NOT just a mere trainee. She’s the granddaughter of the Shinsegae (Samsung) Group’s chairwoman and daughter of the conglomerate’s president.
She’s also a Columbia University student and friend of YGX’s Leejung and even CL’s sister, Harin Lee. Previously, Annie Moon was suspected to be one of the possible members of MEOVV. But then, the agency revealed that she would not be part of MEOVV.
Carrying all these accessories on her shoulder, Annie walks into the idol world with a fully formed elite aura.
In fact, the media narrative already frames her as the “first chaebol K-pop idol.”
However, it doesn’t mean that fans are simply reacting to her lineage. In fact, Annie brings them something that you may only see in K-dramas: the arrival of executive class—a real-life chaebol—in a space once reserved for relentless underdogs.
Annie may have yet sung a note. But her fashion is dissected. Her past photos analyzed. Her family wealth both admired and criticized in the same breath.
She is, unmistakably, a brand, for herself, for THE BLACK LABEL, and for ALLDAY PROJECT.
Bailey Sok: The Creator Idol Archetype
While Annie enters the scene with her chaebol lineage and financial capital, Bailey Sok comes equipped with cultural capital. She’s been a viral dance figure since childhood, choreographing for K/DA’s “POP/STARS” and performing in Jackson Wang’s “CRUEL” MV.
Bailey is not debuting in the traditional sense. She’s already earned awards like “Dance Creator of the Year” and amassed millions of views across platforms.
Now repackaged within ALLDAY PROJECT new K-pop group by THE BLACK LABEL, Bailey isn’t here to prove herself as an idol—she’s bringing her already loyal audience with her. Fans aren’t waiting to see her shine. They expect her to lead.
Bailey’s debut marks a growing trend in K-pop: the influencer-turned-idol. That is why she’s not here to be discovered like the other new K-pop rookies. She’s already a household name in choreography circles—and now, she’s the visual and kinetic front of a multimedia experience.
Jo Woochan: Legacy Trainee, Soloist, and Rap Prodigy
For others, debut comes with the bittersweet weight of perseverance. Woochan first earned attention as the youngest contestant on “Show Me the Money 6” in 2017.
Since then, he’s been through the training systems of Cube Entertainment, BigHit Music, and was once a core part of Trainee A—a pre-debut group that never got to debut.
He’s released solo music, collaborated with Pentagon’s Hui, and even appeared in Jeon Soyeon’s “Jelly” MV.
And today, Woochan is not simply returning, he is relaunching as one of the members of ALLDAY PROJECT new K-pop group by THE BLACK LABEL. Because unlike Bailey and Annie, whose brand was built outside the idol system, Woochan is the idol system. He represents every talented trainee who spent years in the shadows of bigger plans.
To the ALLDAY PROJECT, Woochan brings the core idol branding: credibility and resilience. Basically, he’s just the living archive of K-pop’s shifting landscapes.
Tarzzan: The Model Idol in the Middle of a Backlash
Now, this one is a bit tricky. If you’ve seen his Seoul Fashion Week photos or followed YGK+, you’ve likely already seen Tarzzan (Lee Chaewon) before. As a modern dance major turned model-turned-idol, his appeal lies in his aesthetic fluency. He knows how to move, how to pose, and how to perform for the lens.
But his brand is…well…complicated. Photos of him wearing braided hairstyles sparked allegations of cultural appropriation. Old social media follows are drawing fire, too—especially his public support of controversial rapper Tory Lanez.
Unlike the other members, Tarzzan is debuting under scrutiny, not celebration. His presence in ALLDAY PROJECT K-pop group controversy isn’t just an HR headache, but also a stress test for THE BLACK LABEL’s cultural response playbook.
But in the end, he ultimately brings the most crucial factor for ALLDAY PROJECT as THE BLACK LABEL new K-pop group: exposure.
Youngseo: The Fan-Favorite Rookie Who Wasn’t Allowed to Debut—Twice
Finally, we have Youngseo. Once a pre-debut member of ILLIT and contestant on R U Next?, she was voted in but never debuted. Industry watchers saw it as one of the most jarring idol shake-ups in recent years.
She trained with NewJeans, stood next to the final debut picks of ILLIT, and was even rumored as part of MEOVV, just like Annie. But then, Youngseo just vanished before the launch. And not just for one group, but for all three groups: NewJeans, ILLIT, and MEOVV.
That is why now that she’s resurfacing, fans immediately rally behind her.
Lee Youngseo brings one of the most heartfelt brands to THE BLACK LABEL new K-pop group: emotional recovery.
She’s the one many believe deserved better. And in the ALLDAY PROJECT K-pop new group dynamic, she becomes the heart, the relatable figure in a group otherwise painted as exclusive, elite, or complicated.
ALLDAY PROJECT: A Multi-Tiered Product by THE BLACK LABEL
If you step back from the excitement for a moment, you’ll notice something unusual about ALLDAY PROJECT: this group feels custom-built for specific types of fans, before they’ve even performed together once.
Each member does not simply bring skills or talent. Instead, they bring narrative that already fits a certain corner of the fandom world:
- Annie brings the role of that soft-spoken heiress you’ve seen in K-drama plots—only this time, it’s real. Her fashion, her family name, her Ivy League education, it’s a luxury idol fantasy brought to life.
- Bailey holds the street credential. If you’ve ever taken a dance class or followed choreography videos, you probably know her name. She’s not trying to prove herself. She already has.
- Woochan feels like that one hero fans want to protect. A former trainee of big companies, he’s been waiting in the wings for years, and now it’s finally his time. That makes him the emotional core for a lot of longtime K-pop watchers.
- Youngseo would remind you of that underdog you used to root for on survival shows. Sweet, determined, and once overlooked. Her return in ALLDAY gives fans a redemption story to believe in.
- Tarzzan is bold and unfiltered. His fashion background, his modeling, even his controversies. He’s the unpredictable one, the “G-DRAGON of the group,” and that energy gives the group the edge nobody ever match.
A New-Generation K-pop Debut
Now, when you put them all together, they are far from your typical rookie lineup. This group just looks like a collection of pre-built fan favorites, chosen to cover every major audience niche: luxury stans, dance stans, underdog supporters, fashion lovers, and veteran fandoms.
And no, this is NOT necessarily a bad thing. It’s just… modern K-pop.
Because today, debut is no longer about starting from scratch. Just like what you’ve seen with all those pre-debut fame, modern K-pop is about starting strong, with people who already bring followers, stories, and emotional investment.
And honestly, that’s part of what makes ALLDAY PROJECT so interesting. You’re not watching their first chapter. You’re watching a new book made from old, already-highlighted pages.
What You Need to Ask Yourself Before You Stan
Before the music drops and the fancams flood your feed, pause for a second.
What exactly is pulling you in?
Is it Annie’s quiet elegance—or the fact that her bloodline reads like a Forbes article? Are you excited to see Bailey dance—or have you already followed her through every trending TikTok before she even put on an idol mic? Does Woochan feel like a fresh face—or a familiar story you’ve been waiting to finish since the Trainee A days?
You don’t need to choose one. Because you can choose everything, and that’s what ALLDAY PROJECT about.
THE BLACK LABEL did not build this new K-pop group to grow on you like their other existing predecessors. They specifically designed the group based on your feelings of familiarity to each of the members.
Just like those blockbuster movies and K-dramas, this new co-ed group is a high-production casting call that knew what kind of fans they’d wanted even before you clicked “follow.”
ALLDAY PROJECT: Teddy Park’s Brilliant Signature
Ultimately, ALLDAY PROJECT marks a strategic rollout by THE BLACK LABEL and its founder, Teddy Park.
Just like how he brought different masterpieces with BIGBANG, 2NE1, BLACKPINK, and MEOVV, the new K-pop group ALLDAY PROJECT shows Teddy’s signature blueprint: iconic branding.
Instead of starting with unknown rookies and building them from the ground up, this time he’s gathered members who already carry their own stories. Annie, Bailey, Woochan, Youngseo, and Tarzzan didn’t walk into this with blank slates. Each of them comes with a past the public already knows—whether it’s from the stage, the screen, or the headlines.
That’s what makes this debut feel different.
So when their first song drops and you already feel connected, just know—it’s not by chance. Because actually, you didn’t grow into their fan. You were already halfway there the moment they were announced.
And in K-pop today, that’s not just clever marketing. That’s Teddy’s model for building the next generation of icons.
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