Jihyo of TWICE Buys a $3 Million Building—Success or Social Strain?
Jihyo, lead vocalist and leader of the popular K-pop group TWICE, recently made headlines for purchasing a building in the trendy Seongsu-dong neighborhood of Seoul. The property, reportedly worth around 3 billion Korean won (about $3 million USD), was bought entirely in cash, and the ownership transfer was finalized in March of last year.
At just 20-something, Jihyo’s bold financial move earned her admiration from fans and industry insiders alike. Many praised her for showing financial intelligence early in her career. Yet, the story took on another dimension, sparking a larger conversation about celebrity investments, wealth inequality, and the role of public figures in a society struggling with housing affordability.
Smart Move or Misplaced Values?
The Positive Angle
From one viewpoint, Jihyo’s purchase is an impressive reflection of her diligence and financial literacy. The entertainment industry is notoriously unstable, and young artists like her often lack long-term security. Buying real estate offers stability and an income stream, providing a sensible fallback in a competitive, unpredictable profession.
Other global celebrities have made similar decisions. In Japan, TV personality Sho Sakurai has built wealth through property investments. In the U.S., stars like Ashton Kutcher and Ellen DeGeneres have famously dabbled in real estate, showcasing that investing smartly is not just an afterthought—it’s a strategy.
Jihyo, who debuted with TWICE at a young age and spent over a decade in the entertainment world, clearly recognizes the importance of managing her earnings. Rather than living a flashy lifestyle, she opted for long-term value and asset accumulation. For many fans, this sends a hopeful message that fame doesn’t have to mean financial recklessness.
Concerns and Criticism
Still, critics raise eyebrows when celebrities hoard high-value properties in cities where average citizens struggle to even rent an apartment. South Korea, like many countries including the U.S., faces significant housing shortages, particularly in urban areas popular among millennials. When a public figure makes a splash in this market, questions quickly follow: Is it fair? Is it ethical?
Similar concerns echo in cities like Los Angeles and New York, where big-money investors—including celebrities—have been blamed for driving up housing costs and pushing out long-time residents. If left unaddressed, critics fear that this pattern continues to exacerbate economic segregation.
In South Korea, the issue is particularly sensitive due to past real estate speculation scandals involving other stars. While Jihyo has not been involved in any wrongdoing, the public’s reaction shows a growing discomfort with how wealth is accumulated and displayed in entertainment circles.
Public Figures and Social Responsibility
It’s worth asking whether celebrities have a moral obligation to use their resources for good. In the U.S., for instance, actor Keanu Reeves has gained admiration not only for his on-screen roles but also for generously giving away large portions of his earnings to his crew and charitable causes.
Jihyo, now a relatively young building owner, finds herself at a crossroads. Will she use her position to simply profit—or could she also invest in community development, affordable coworking spaces, or cultural hubs? Seoul’s Seongsu-dong is a rapidly gentrifying area—a neighborhood where such gestures could have meaningful impact.
Jihyo’s decision doesn’t have to be just about wealth—it can be about legacy. By involving herself in her neighborhood or sponsoring social programs, she can reinforce the idea that success doesn’t have to be a zero-sum game. Fans would likely support and celebrate such efforts, just as they do her music and performances.
A Broader Conversation About Money and Fame
Ultimately, Jihyo’s real estate news isn’t just about one pop star making a wise investment. It’s a mirror reflecting deeper societal tensions. As wealth gaps widen, especially among the younger generation burdened with debt, every high-profile millionaire move invites scrutiny.
Still, it's possible to applaud Jihyo’s financial foresight while still asking tough questions. Can celebrities spark larger discussions about wealth distribution? Should they? At a time when many fans feel left behind economically, public figures have a chance to lead by example—not just with talent but with thoughtful, community-driven action.
Whether Jihyo chooses to lean into that role remains to be seen. But her story marks more than a personal milestone—it’s a reminder that with great success comes, maybe, even greater responsibility.
