K-pop fans are concerned about the future of KISS OF LIFE as Lee Haein has stepped down as creative director of the group. With Lee at the helm, the group developed a unique sound and style that captivated fans.
On January 21, a representative from S2 Entertainment, the agency behind KISS OF LIFE, confirmed, “Lee Haein has not been involved in KISS OF LIFE’s visual directing since around November last year.”
She is shifting gears from KISS OF LIFE to helm the creative direction for CLOSE YOUR EYES, a new boy group slated to debut later this year.
It is a seven-member group formed through JTBC’s audition program ‘Project 7’, consisting of Jeon Minwook aka J-Min (formerly of BAE173), Ma Jingxiang and Jang Yeojun (both from ‘Boy’s Planet’), along with Kim Sungmin, Song Seungho, Sakurada Kenshin, and Seo Kyungbae.
A seasoned producer Lee Haein has been appointed general producer for the group. She previously worked as a visual director for ADORA’s “MAKE U DANCE” and creative director for KISS OF LIFE (KIOF), which debuted in 2023.
Haein’s work with KIOF has earned her recognition as a talented producer in the K-POP industry.
Given her ongoing work with KISS OF LIFE, she initially had reservations about taking on a new project. However, she decided to proceed and navigate early challenges. Lee had previously worked with the members of CLOSE YOUR EYES on ‘PROJECT 7’, and chose to continue collaborating with them as their executive producer.
“The biggest goal is to create a unique color that comes to mind when thinking of ‘CLOSE YOUR EYES,'” said producer Lee Haein.
She added, “Since CLOSE YOUR EYES is a group chosen by the fans, I’m working tirelessly every night with the best team to deliver a high-quality result that meets their love and expectations. I hope ‘CLOSE YOUR EYES’ grows into a team that creates a new path.”
Meanwhile, the group is currently preparing to record and produce music videos.