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SEOUL — Lee Boo-jin, CEO of Hotel Shilla and a prominent member of the Samsung family, has once again captured the public’s attention by opting for an affordable domestic designer brand over high-end luxury labels at a recent official event.

On January 9, Lee attended the 2026 Du-eul Scholarship Foundation ceremony held at the Leeum Museum of Art in Seoul. As the chairperson of the foundation, she presented scholarship certificates to 30 outstanding female students.

While the event focused on fostering next-generation talent, it was Lee’s wardrobe that sparked a viral sensation online. She appeared in an elegant, muted grey dress from the Korean designer brand DINT. According to the brand's official website, the dress retails for 177,000 KRW (approximately $134 USD).

A Repeat Performance for Local Fashion
This is not the first time the "style icon" has championed the brand. In January 2024, Lee attended the same scholarship ceremony wearing a two-piece outfit from DINT priced at roughly 119,700 KRW. Following that appearance, the brand reportedly saw a staggering 300-fold increase in sales for the specific item, proving the immense "Lee Boo-jin Effect" on consumer trends.

Fashion critics have praised Lee for her ability to embody the "Old Money" aesthetic—characterized by understated elegance and quiet luxury—without relying on exorbitant price tags. Her knack for mixing accessible fashion with a sophisticated aura has made her a trendsetter whose public appearances often lead to immediate sell-outs.

Philanthropy Beyond Fashion
Beyond her fashion choices, Lee’s commitment to education remains a focal point. The Du-eul Scholarship Foundation, supported by the Pan-Samsung group (including Samsung, Hansol, CJ, and Shinsegae), has provided approximately 12.3 billion KRW in scholarships to over 730 students over the past 26 years.

The foundation's mission has seen significant personal backing from the family. Following a 1 billion KRW donation in 2023, Lee Boo-jin personally contributed another 1 billion KRW ($760,000 USD) of her private funds this year to support the foundation's operations.

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