After Boosting Sales 300-Fold... Lee Bujin Chooses Elegant '170,000-Won Dress' Again

Wears 170,000-Won Dress at Dueul Scholarship Foundation Event
Chooses Domestic Designer Brand 'Dint' Again After Last Year

Lee Bujin, President of Hotel Shilla, drew attention by appearing at an event supporting next-generation female talent wearing a dress from the same brand as two years ago. Instead of choosing high-end luxury brands, she opted once again for a domestic designer brand priced at around 170,000 won, which is seen as delivering a meaningful message.

At the Dueul Scholarship Foundation's '2026 Scholarship Certificate Award Ceremony,' Chairwoman Lee Bujin and the new scholarship recipients are taking a commemorative photo. Provided by Dueul Scholarship Foundation.

On January 9, Lee attended the "2026 Dueul Scholarship Foundation Scholarship Certificate Award Ceremony" held at the Leeum Museum of Art in Seoul and presented scholarship certificates to 30 students. On this day, she appeared in a gray dress with a restrained design, which was identified as a product of the domestic designer brand Dint, not a luxury brand. According to the official website, the dress is priced at 177,000 won.

This is not the first time Lee has worn a Dint product at an official event. At the scholarship certificate award ceremony held in January 2024, she also drew attention by wearing a Dint two-piece outfit. The outfit she wore at that time was priced at 119,700 won, and after photos of her outfit were released, sales of the two-piece reportedly surged by up to 300 times.

On the 9th, at the Leeum Museum of Art auditorium in Yongsan-gu, Seoul, Lee Boo-jin, Chairwoman, and the new scholarship recipients are taking a commemorative photo at the Dueul Scholarship Foundation's "2026 Scholarship Certificate Award Ceremony." Provided by Dueul Scholarship Foundation

Dint is a domestic women's designer brand led by CEO Shin Sujin, a former wedding dress designer. The brand is characterized by designs that emphasize natural elegance without ostentatious logos or flashy decorations. Industry insiders believe that Lee's choice carries significance beyond simply "wearing" the brand. Despite having access to a variety of high-end luxury brands, her repeated choice of the same domestic brand for official events is interpreted as a reflection of her trust in the brand's philosophy and design.

On the 9th, at the Dueul Scholarship Foundation's '2026 Scholarship Certificate Award Ceremony,' President Lee Bujin wore the domestic brand Dint's 'High-Neck Wool Dress.' Provided by Dint

Lee has always attracted attention for her outstanding fashion sense whenever she appears at official events. In particular, she is often cited as a representative figure of the so-called "old money look." The "old money look" refers to a style that conveys a neat and dignified impression without flashy decorations or brand displays. Her latest outfit is also praised for emphasizing restraint and neatness, in line with the nature of the scholarship event.

Meanwhile, the Dueul Scholarship Foundation is the nation’s first scholarship foundation dedicated to women, established in 2000 in honor of the late Park Dueul, wife of Samsung Group’s late founder Lee Byung-chul. The foundation was established with contributions from the extended Samsung family, including Samsung, Hansol, CJ, and Shinsegae. Over the past 26 years, it has provided approximately 12.3 billion won in scholarships to a total of 730 university students.