The Journey of Creative Director Lee Haein
Lee Haein is the mastermind behind the creative direction of soloist ADORA and girl group KISS OF LIFE. Haein was once in those artists’ shoes before her role at AURA Entertainment and S2 Entertainment. The 29-year-old has navigated the Korean entertainment industry as a trainee, a survival show contestant, a girl group member, an actress, a soloist, and now as a creative director. It’s likely that her experience throughout the years made her well-equipped to help other artists in their careers.
PRODUCE 101 and I.B.I
Haein initially appeared as a constant on Mnet’s Produce 101 in 2016, where she placed seventeenth. She participated under SS Entertainment alongside future groupmate Lee Suhyun, who currently promotes as Luri. Although Haein and Suhyun did not join I.O.I, the top 11 from the show, they debuted in another project group, I.B.I.
LOEN Entertainment managed I.B.I, a group formed from Produce 101 contestants with ranks 12, 13, 15, 16, and 17: Han Hyeri, Lee Suhyun, Kim Sohee (who later joined NATURE), Yoon Chaekyung (who later joined APRIL), and of course, Lee Haein. The group released their first and final single album MOLAE MOLAE on August 18, 2016. Though I.B.I’s time was short, they were the first of fan project groups made from Mnet survival showcontestants. Groups such as Produce 101 Season 2’s JBJ and RAINZ, and Boys Planet’s EVVNNE have I.B.I to thank.
Acting, Idol School, and Solo Debut
2017’s Idol School marked Haein’s second chance on an Mnet survival show. She ranked within the top nine many times, but ultimately placed eleventh. Idol School’s voting outcomes were investigated in the following years as part of the Mnet voting manipulation scandal. In a deleted 2019 Instagram post, Haein revealed that she expected her elimination due to Mnet’s behavior.
She recalled Mnet contacting contestants about a debut before the show’s last live broadcast, seemingly with a finalized lineup. CJ&EM also signed Haein as an artist, but they neglected to give her a promised debut. She finally made her solo debut under Big Ocean ENM in 2020, with the digital single “Santa Lullaby (We Used To Sing).” This was short lived, however, as the single was her sole release under that company.
Haein still sang in other ventures, helping out in OSTs of various dramas — one of which she starred in. Haein previously made her acting debut with “Something About 1%” in 2016, and sang “I Want You Bad” with Baek Seungheon for its OST. She continued to land a few more acting roles, with her most recent portrayal being Geurim in 2022’s Tutorial.
Production Work for ADORA and KISS OF LIFE
Haein began doing production work for Aura Entertainment and S2 Entertainment in 2022. She revealed her specific role after the release of ADORA’s Trouble? TRAVEL! single album on June 1, 2022. ADORA and Haein appear close, showing up in each other’s social media content on Instagram and respective YouTube channels (DORA-LIFE and HI HAE-IN).
Eventually, Haein was also tasked to create a girl group for S2 Entertainment. As stated on her YouTube channel, Haein first offered Natty, former Idol School contestant and soloist, a spot in the upcoming group. The two share a friendship spanning many years, and now they are working together as creative director and artist. On July 5, 2023, KISS OF LIFE — Julie, Natty, Belle, and Haneul — debuted with their self-titled EP KISS OF LIFE and its title track “Shhh.”
Fans can catch up with Lee Haein on her Instagram, s2onlyone1, and her new YouTube channel HI HAE-IN. She posts life updates and behind-the-scenes content for KISS OF LIFE. Whichever step comes next for Haein, the world will be watching.
Edited by Omani