"Will It Sell Out Again?" The Drink Spotted in Chairman Lee Jae-yong's Car

[The Financial News] A beverage spotted inside the car of Samsung Electronics chairman Lee Jae-yong as he set off on a business trip to the United States has drawn public attention.
According to the business community and other sources on the 27th, Lee appeared at the Seoul Gimpo Business Aviation Center (SGBAC) in Gangseo District, Seoul, at around 4:45 p.m. the previous day, dressed in a suit with a navy padded vest.
As he stepped out of the vehicle holding a stack of documents in one hand, a beverage bottle was visible through the open car door. The product was identified as Vietnamese coconut water, known as a natural electrolyte drink.
Coconut water is known for its high potassium and electrolyte content while being low in calories, making it effective for hydration. It is said to be absorbed by the body faster than regular mineral water and is regarded as excellent for quenching thirst and replenishing fluids.
The product found in Lee's car is organic and is marketed as fat-free, sugar-free, cholesterol-free, and gluten-free.
Lee has earned a reputation as a "sell-out king," as items he wears often trigger buying frenzies and quickly sell out. A Lansmere Golf cashmere vest he wore on a business trip to the United Arab Emirates (UAE) in February sold out soon after it was revealed, and a Beanpole Golf padded vest from Samsung C&T that he wore on a business trip to Vietnam in December 2022 also sold out, including all restocked quantities.
An Arc'teryx padded jacket priced at around 1.3 million won, which he wore in 2019 when he took the Super Rapid Train (SRT) with chairman Marcus Wallenberg at Suseo Station in Seoul, likewise joined the sold-out trend. A Softlips lip balm costing around 2,300 won that he used during the 2016 parliamentary hearings on the state affairs investigation became known as the "Lee Jae-yong lip balm," sparking a surge in overseas direct purchases before it was later officially released in Korea.
When reporters asked him how he felt about attending the gala, Lee simply replied with a smile, "Thank you for braving the cold," before heading to the departure hall.
Apart from Lee, other members of the Samsung owner family, including Hong Ra-hee, honorary director of the Leeum Museum of Art, Lee Boo-jin, president of Hotel Shilla, and Lee Seo-hyun, president of Samsung C&T, were said to be traveling to the United States on separate flights.
Lee is scheduled to attend the gala event on the 28th (local time) in Washington, D.C., commemorating the exhibition of the Lee Kun-hee Collection.


hsg@fnnews.com Han Seung-gon Reporter