Toronto-Based Korean Bedroom Pop Artist PEACH LUFFE Signs To Nettwerk; Confirms SXSW + Shares “Say It Back”

October 20, 2023 BY Bailey Vigliaturo

Nettwerk is excited to announce the signing of bedroom pop artist Peach Luffe (Peach LOO-FEE). The project is the vision of Jong Lee, a classically trained violinist who was born in Seoul, South Korea, raised in Buffalo, New York, and is now based in Toronto. Known for creating daydream-worthy pop, Jong leans on his classical foundation to build lush soundscapes that transport his listeners. The moniker Peach Luffe was inspired by his love of peaches and the manga One Piece’s main character, Luffy.

Today, Peach Luffe shares the smooth indie-pop single, “Say It Back,” which features Jong’s soulful vocals and violin prowess layered over jazz-tinged full-band instrumentation. When asked about the inspiration for the track, Jong explains, “Getting into an argument with your significant other before going to bed is always an awful feeling. I personally wanna get it cleared up before sleeping, but sometimes the other person isn’t like that. All I want is, no matter what, we say ‘I love you’ before we head to bed. Even if we hate each other at that moment.”


Peach Luffe began as a project solo in Lee’s bedroom during the pandemic and slowly grew to be a full band, numerous collaborators, and his beloved sidekick, Mango the Cat.  A prolific songwriter, Jong released his first EP, Shimmer, in 2020, his debut album, Everything is Peachy, in 2022, and four other EPs in less than four years.  He has received early support from tastemakers like CBC, Atwood Magazine, and Exclaim! and from influential playlists like Spotify’s IndiePop and Dreampop. Spotify also selected him for a billboard in Toronto’s Dundas Square for Asian Heritage Month in May of 2023. His single, “Shimmer,” has been synced in Korean advertisements and the 2022 film Swearing Jar. He is a confirmed artist for SXSW 2024.

Stay tuned for more from Peach Luffe soon!