Why Lee Hyori Has Remained an Icon for Over 20 Years: An Analysis of Her “Living Icon” Branding Strategy
\n Lee Hyori: A Star Still in Motion, Even Without a Comeback Once hailed as the most captivating sexy diva on stage, Lee Hyori now commands public attention even without releasing a new song or delivering a dazzling performance. Any update about her quickly becomes a hot topic, while a single remark in an interview can spark broader conversations about lifestyle, aging, and women’s lives. Lee Hyori’s uniqueness is difficult to explain simply by calling her “a star who continues to stay active.” She is no longer someone who appears merely to promote a particular project. Her everyday life in Jeju, her attitude toward companion animals, her perspective on marriage and relationships, and the way she is naturally growing older—all these moments of her life become content in their own right, forming a compelling brand narrative. If the Lee Hyori of the past was someone who made trends spread faster than anyone else, the Lee Hyori of today is closer to someone redefi...