Lee Joo-hee, CEO of AB Collection, passed away at the age of 44.

On the 25th, an obituary announcing Lee Joo-hee’s sudden passing was posted on her official account. The family stated, ″We still cannot believe this news and are in deep sorrow,″ and added, ″Originally, we intended to inform everyone after completing all the procedures, but since so many people have expressed concern and sent their regards, we cautiously decided to share the news first.″ They continued, ″We sincerely thank everyone for the warm interest and love shown to Lee Joo-hee,″ and asked, ″Please join us in mourning so that Lee Joo-hee may rest peacefully and pray for her peace.″

The released photo included a portrait of Lee Joo-hee, in which she was smiling.

Lee Joo-hee was known as a ″first-generation influencer″ active on social media and also served as the CEO of the fashion brand AB Collection. Following the sudden news, tributes from fans and acquaintances continue.