Lee Ju-hee, the pioneering first-generation influencer and CEO of the fashion brand Aav Collection, has suddenly passed away. She was 43 years old.

On June 26, an obituary announcing her passing was posted on Aav Collection's official social media account alongside her portrait. Her family shared, "Yesterday, Lee Ju-hee—who was a beloved partner to one man, a mother to one child, and the cherished CEO of Aav Collection to many—suddenly left our side. She was someone who always wanted to share better things and dreamed of a beautiful and happy world with many people. We still cannot believe this news and are in deep sorrow."

They added, "We originally intended to share this news after completing all the funeral arrangements. However, because so many people have reached out with concern and well-wishes, we are carefully sharing the news now. We would be grateful if you could join us in mourning and praying for her peace, so that she—who was always bright and full of love as the person Lee Ju-hee, even before being the CEO of Aav—can rest in peace."

Many have been unable to hide their shock at the sudden, tragic news. Just two days ago, she had posted a video with her husband on social media and communicated with her fans as usual, sharing her daily life with her child. Following the sudden obituary, a wave of tributes and condolences has flooded online platforms.

CEO Lee Ju-hee successfully grew her fashion brand Aav Collection, making a name for herself as a pioneering first-generation influencer and female entrepreneur representing the online shopping mall market. While running her own brand, she shared her startup and branding experiences through lectures and social media, motivating many. In particular, during her 2020 lecture on Sebasi (Time to Change the World, 15 Minutes), she candidly opened up about her entrepreneurial journey under the theme "How to Transform into the Person You Want to Be in Five Years."

At the time, she shared, "Although I majored in fashion, I worked in a different field for a while, which made starting out feel very vague. However, I launched an online shopping mall, personally visited global fabric fairs, and successfully secured deals with fabric suppliers used by luxury brands. By consistently sharing stories about the production process and fabrics with customers on social media, I built my own brand." She also outlined her vision to "expand into the U.S. fashion market within the next five years." Furthermore, she spoke about starting her business with a loan of 45 million won after facing a career break due to childbirth, offering the advice: "Have confidence and dream wild dreams every single day."