Cover Story: South Korean Rapper Lee Youngji is Unapologetically Herself

If you’re part of the K-wave right now, the name “Lee Youngji” will ring a couple of bells, especially since she’s had multiple accolades that shot her to international stardom in the past year. She was crowned the first female winner of the wildly popular South Korean rap competition, Show Me The Money. She’s also the host of her own YouTube series My Alcohol Diary, where she gathers some of the biggest K-pop acts including IVE, BTS and Blackpink for candid interviews, amassing millions of views and a huge global following. Capping those achievements is her latest appointment as Coach’s Global Ambassador. Lee has definitely risen to be an unstoppable force in fashion, arts and entertainment.

Our first encounter with Lee at the recent Coach Spring 2024 show proved to be everything we imagined her to be: a warm, humorous and charismatic personality that lights up rooms with her electric energy. Post fashion week, Lee is diving straight back to work as she readies herself for her first Asia tour “The Main Character”, which will be held in Taiwan, Hong Kong, Singapore and more. Ahead of her Singapore show, we caught up with Lee during our cover shoot to talk fashion, music and the “Courage To Be Real”.

The past year has been a meaningful one for you, with multiple new projects and being named Coach’s Global Ambassador. How are you feeling right now?

I feel great! You said this is a meaningful year, but I think the past two years have been more of a resting period for me. I was working on a lot of things, but I still feel like there’s more to the journey and room to grow.

For the coming year, I’m looking to ramp up and show much more. How do you think rap music has evolved over the years?

Rather than delving too deep into how rap music is changing, I’d like to say that the musical landscape for all artists has expanded. From my perspective, various rappers are using rap as a musical tool or device, blending it with a wide range of elements to transform their music. It feels like they are diversifying and adapting rap in many ways, which is pretty exciting. Plus, there’s a lot more to listen to, which is a great thing!

Did you face any struggles as an artist?

As an emerging artist, I don’t think I’ve faced a huge amount of adversity. I had the great opportunity to debut on a survival show under favourable conditions, which helped kickstart my music career. If I had to pick a struggle, it’s the fact that I had to participate in a survival show before I could truly develop my identity as an artist, which leaves some room to be desired in terms of how I was telling my story, since I was constantly getting feedback and being judged.

You’ve showcased your authentic personality and energy through your many TV appearances and YouTube series. How do you stay true to who you are without conforming to expectations and criticism?

Staying true to who I am has been a common theme throughout my childhood. Even at a young age, I didn’t care too much about what others thought of me. For me, being happy and activating that dopamine is important at every waking moment. I’ve always thought that if I stayed positive in my actions, thoughts and speech, it would rub off on others as well. This mindset and personality helped when I was participating in TV shows. I truly believe if I’m true to myself and showcase that, then people will surely like me for who I am.

Coach’s core message focuses on the “Courage To Be Real”. As their Global Ambassador, how does this resonate with you?

“Courage To Be Real” is the reason why I’m collaborating with Coach. It reflects the brand’s desire for a confident and self-assured ambassador who is unafraid to express themselves. And since I’m someone who stays true to herself, Coach probably saw me in that light. In a society where individuality is highly valued, having the courage to be yourself is more important than anything else, and I resonate with that.

What was your first fashion week experience like with Coach?

I was never the type to attend fashion shows or red carpet events. I love performing on stage and making music, but I never truly appreciated the greatness of fashion or gave it much attention. But after attending the Coach Spring 2024 show at the recent New York Fashion Week, I was able to see firsthand and better understand how much work goes into fashion. Of course, as Global Ambassador for Coach, it added significance and responsibility for me in attending this show.

When it comes to fashion, what is your go-to style?

My fashion philosophy is all about being comfortable, and I prefer wearing co-ords whenever possible. At the same time, it has to be bold with a touch of cute factor. I also love giving my outfits extra finesse with accessories like hats.

How do you unwind and de-stress from work and life?

My favourite way is to sleep like a corpse. I sleep for a minimum of 13 hours, and max out at 18 to 21 hours. My favourite sleeping position is: pillow under my leg and drooling. [Laughs]

Right now, you are in the midst of your first Asia tour, with Singapore as your next stop. What can fans expect?

This Asia tour focuses on showcasing the history of my career rather than something entirely new. I’m saving the newer side of my music for next year, so I thought it’d be nice to pay tribute to my career thus far and move onto the next chapter via this tour. It’s especially exciting for me because it’s the first time I’ll be collaborating with dancers — it’ll be extra fun!

Photography JI+DOH
Creative Direction JOHN NG
Styling LEE YEMIN
Hair HI
Makeup KANG DAIN
Set Stylist ZEON SUIN
Videography CIMONA
Photography assistant team TETRIS
Production manager KIM YOU HAH
Styling assistant LEE YEYOUNG
Hair assistant JEONG JIYUN
Makeup assistant PARK YUJIN
Set styling assistants NOH CHERI and KIM BORA