After Her Son Gets Into Seoul National University, Lee Boo-jin’s Hotel Business Also Celebrates a Rare Milestone

[Financial News] The spring of 2026 is shaping up to be warmer than ever for Hotel Shilla president Lee Boo-jin. After the widely talked-about news that her son was admitted to Seoul National University, her core hotel business has also earned global recognition, giving her a double celebration both at home and at work.

In business circles, the hottest recent topic has been the admission of Lee’s 19-year-old eldest son, Lim Dong-hyun, to the Department of Economics at Seoul National University. At his graduation ceremony at Whimoon High School on February 9, Lim received his diploma with excellent grades and proudly secured his place on the list of incoming freshmen for the 2026 academic year at Seoul National University.
At the ceremony, Lee’s expression was not that of a ‘cold, hard-nosed strategist’ but of a thoroughly ‘affectionate mother.’ When her son sang during a performance by the school band, she applauded with a visibly emotional look on her face. Photos of her smiling brightly and locking eyes with him as he received his diploma were captured by the media and quickly drew widespread attention.
Lim is said to have been exemplary not only in his studies but also in his self-discipline. In a recent talk he gave for younger students, he explained, “For three years, I gave up my smartphone and games and devoted myself to my studies,” a remark that once again highlighted Lee’s philosophy on parenting. Despite being the son of a chaebol family, he chose not to rely on shortcuts or privilege, instead achieving success through straightforward hard work — a gift that may mean more to Lee than anything else.

Good news has also come from the company she runs. The Shilla Seoul, operated by Hotel Shilla, was recently named a Five-Star hotel for the eighth consecutive year by Forbes Travel Guide, often described as the ‘Michelin Guide of the hotel industry.’

This is the first and only record of its kind among hotels in Korea. Even globally, it is rare for a property to maintain a Five-Star rating for eight straight years. Industry observers say this shows the results of the ‘refined, high-quality service’ and ‘strengthening global competitiveness’ strategies that Lee has emphasized since the early days of her tenure.
This year, The Shilla Seoul was also selected as part of an elite group of top-tier properties among Forbes Five-Star hotels and was invited to the Forbes Summit in Monaco as a global representative. With both her efforts in raising her son and in running her company bearing fruit, Lee’s path through 2026 is expected to feel lighter than ever.
bng@fnnews.com Hee-sun Kim Reporter