The family of Lee Joo-hee, CEO of the fashion brand Avou Collection and a first-generation influencer, has appealed for an end to baseless speculation and rumors following her sudden passing.
Lee passed away suddenly on June 25, just two days after sharing her daily life with her husband and children on social media as she usually did. Following the news of her sudden death, various unverified rumors and speculations regarding the cause of her passing began to spread online.
On June 29, Lee's older sister posted a heartfelt letter to her late sister on her social media. She wrote, "Joo-hee, did you arrive safely? How is your star? To be honest, I am not okay at all. But because I have to be, I will try desperately to find my daily routine, even for your sake."
She continued, "My heart aches when I think of you working yourself to death, even getting IV drips, and working until the very last dawn. I hope you can put everything down now and rest well. I will treat the people around us even better on your behalf." She then addressed the public, stating, "Because she passed away from a sudden cardiac arrest without even a chance to say a final goodbye, the entire family is in a state of shock and disbelief. I earnestly ask that you refrain from making baseless conjectures and speculations about my sister so that our grieving family does not get hurt any further."
The late CEO's husband also shared his feelings on social media that same day, stating, "We have sent our Joo-hee off with the warm send-off of many people. Although our Joo-hee has left our side, our daughter and I will rely on each other and do our best to live on. However, we are struggling to get through each day as we find it difficult to accept this sudden farewell."
He specifically appealed, "Currently, our family, already deep in sorrow, is being hurt further by speculations and baseless conjectures that are not true regarding my wife's sudden cardiac arrest. For the sake of the deceased's honor and the family left behind, I earnestly ask that you refrain from spreading unverified stories or speculative remarks."
Previously, on June 26, the official social media account for Avou Collection announced the news of Lee's passing, stating, "Lee Joo-hee, who was a precious partner to her husband, a mother to a child, and loved by many as the CEO of Avou Collection, has suddenly left our side."
Lee Joo-hee was a first-generation influencer and female entrepreneur who successfully grew the fashion brand Avou Collection and became a representative figure in the online shopping mall market. She inspired many by sharing her experiences in entrepreneurship and branding through social media and lectures. In 2020, she gained significant empathy for sharing her story of starting a business after a career break during a lecture on 'Sebasi' (15 Minutes That Change the World).
Reported by Kang Kyung-yoon | Produced by SBS Entertainment News
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