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Seo Yoon-hee is a dancer, producer and the CEO of Lunaris Entertainment.
Early Life[]
Growing up in a quiet neighborhood of Busan, Seo Yoon-hee was a silent child, often absorbed in her own thoughts and observation of the world. The daughter of a philosophy teacher and a former pianist, Yoon-hee has been surrounded by artistic stimuli and profound reflections since she was a child. Dance came into her life almost by chance, when she saw a contemporary dance performance on television at the age of eight: it was like a call. The fluid and symbolic movements spoke to her more than words, and from that moment she began to study dance with dedication.
During her adolescence, she was distinguished by her quiet empathy and an unusual sensitivity. Her companions considered her a little distant, but always present in important moments. She was the one who remembered birthdays, who wrote letters instead of sending messages, who observed and then acted discreetly, but with great impact.
Career[]
1994-1998: DSP Media[]
In 1994, at the age of 22, Seo Yoon-hee joined DSP Media, at the time one of the emerging agencies of the K-pop scene. She quickly became known for her approach to contemporary dance, which manages to blend with pop in an original way. Works as a choreographer and dancer, collaborating with iconic groups such as FIN.K.L and Sechs Kies. It is during these years that her vision of entertainment matures as an artistic expression and not only as a commercial product.
Despite her success, it is driven to desire a space of its own, a place where she can develop talents according to human values before industrial ones.
2000-present: Lunaris Entertainment[]
In 1998 she left DSP Media and, after two years of preparation and study, founded Lunaris Entertainment in 2000, right in her hometown, Busan. The name "Lunaris" - which evokes the moon, mystery and quietness - perfectly reflects its aesthetic: elegant, reflective, almost poetic.
At Lunaris, Seo Yoon-hee is CEO, choreographer and producer. Her stylistic signature is visible in the deep, often symbolic concepts, in the choreographic movements that tell stories and in the texts that dig into the most authentic emotions. She is one of the few figures in the industry to give priority to the personal growth of artists, their mental well-being and the construction of a solid artistic identity.
In 2010 she founded BlueWave, a subsidiary of Lunaris, also in Busan. BlueWave focuses on experimental artists, cross-genre projects and international partnerships. Yoonhee imagines it as a "creative workshop" where artists can explore and take risks.
In 2020, the expansion becomes even more ambitious: opens Neptune Entertainment in Seoul, twice the company’s structure and triple the number of trainees and artists. Neptune stands as the cutting edge of Yoonhee’s project: a modern, technological space, but rooted in the philosophy of Lunaris.
In 2024, while many smaller agencies struggle to survive, Seo Yoon-hee decides to absorb MY:Dream Entertainment, a small but talented agency from Seoul that is struggling financially. The takeover is not only a strategic move, but also a gesture of solidarity and foresight.
Personality[]
Seo Yoon-hee is notoriously reserved, rarely speaks to the media and her public appearances are rare and always measured. When she speaks, she does so with precision and calmness, often with poetic metaphors. She has an idealistic but concrete vision, in her ability to see the potential in others, and in the silent determination with which he leads her creative empire.
Relationships[]
- Jin Sook-hee: Between Seo Yoon-hee and Jin Sook-hee there is a rare connection. Two visionary minds, deeply reflective, but with different approaches: Yoon-hee lives in emotions, intuition and silent harmony; Sook-hee is a lucid, pragmatic strategist, with a mentality oriented towards efficiency and excellence. When Yoon-hee contacted her in 2020 to entrust her with the leadership of Neptune Entertainment, it was not a random choice: the estimate arose from afar, since Yoon-hee observed Sooky’s career at the time of her idol group - an elegant, intelligent, never banal career. Yoon-hee has always known that under the image of "ice queen" Sook-hee was a born leader, able to give structure to a vision. On a personal level, their relationship is profound but not expressed verbally: they are understood with a glance. Sooky, who rarely accepts collaborations, accepts without hesitation. In Yoon-hee sees the only figure in the industry who does not want to use it, but understand it. In 2025, when Sook-hee returns to the scene as a soloist and even manages to reunite her old band that was disbanded in 2009, it is thanks to the safe and respectful environment built by Yoon-hee. This mutual trust also has a huge impact on the image of Neptune: it is a demonstration of silent strength and mutual respect between two women who have never needed to perform to be influential.
- Park Byul-ha: Park Byul-ha and Seo Yoon-hee represent two opposite but complementary forces: Yoon-hee is contemplative and invisible, Byul-ha is direct, bright and pure fire under pressure. Yet, in 2010, Yoon-hee sees in her the ideal engine to give birth to BlueWave, Lunaris' most experimental and driven subsidiary. Their relationship is based on a deep professional trust: Yoon-hee knows that Byul-ha says what she thinks, even when it’s uncomfortable. And it is precisely this raw honesty, but never without respect, that makes it indispensable. When Byul-ha accepts the offer, she declares: "I don’t work with anyone. But you build temples, not factories. And I want to be there." From an affective point of view, their friendship is unconventional but solid: they often argue, clash over artistic choices, but they value each other deeply. Byul-ha protects Yoon-hee from outside pressures, acting as an operational shield, while Yoon-hee offers Byul-ha a space where he does not have to fight for every inch, but can finally create in freedom.
- Lee Min-yeol: The relationship between Seo Yoon-hee and Minyeol is the most complex and layered of the three. When Yoon-hee takes over MY:Dream Entertainment in 2024, she finds an agency on the verge of collapse, but also a woman who has never stopped fighting. Minyeol is proud, ambitious, and at first uneasy about the idea of "giving up control". Yoon-hee does not judge her or reduce her to a failure: instead, she offers her a new opportunity, not as CEO, but as an internal artistic leader. It is a gesture that strikes Minyeol deeply: for the first time, someone sees in her the creator and not only the manager. After all the artists leave MY:Dream, Minyeol lives in a dark period. That’s when Yoon-hee offers her something radical: "Why don’t you think about debuting?" In 2025, Minyeol debuts as a solo artist at the age of 40, an unimaginable move by industry standards. Seo Yoon-hee quietly supports her, funding the project partly out of her own pocket, without ever publicly claiming credit. Their relationship is made of healing, respect and redemption. Yoon-hee becomes for Minyeol a kind of spiritual guide, an older sister who never needs to impose herself, but who illuminates the path with discretion.
Credits[]
| Album | Artist(s) | Song(s) | Type |
|---|---|---|---|
| 2025 | |||
| Candy in My Ears | Icy, Daejin | "Candy in My Ears" | Composing, Arranging |
| HYDRA | SolSys | "Into the SolSys" | Arranging |
| "Aired on TV" | |||
| "Stars" | |||
| Hidden Minute | CASE1 | "No Diggity" | Producing |
| Duro Fuego | LUNAX | "Uncovered" | |
| Brat | K.STEL | "In Your Eyes" | Composing |
Trivia[]
- She can't drive
- She collects sheet music
- She is synesthetic
- She still use the shell phone