Her image adorns posters, fridge magnets, badges, chocolates, T-shirts, masks, a colouring-in competition and even vending machine toys, with the 21-year-old Dunedin student attempting to turn herself into a product, all in the name of art.
And her quest to "brand" herself has come at an emotional and financial price.
The Otago Polytechnic bachelor of fine arts student estimates she has added $3000 to her student loan by reproducing her image on dozens of consumer products and was "sick of seeing herself".
"To be honest, it is quite awkward to see my face everywhere."
Her work, tentatively titled "I love Dana", features in the Otago Polytechnic School of Art annual exhibition, SITE, which opened at the weekend.
Miss Lee, who emigrated from Pusan, Korea, with her family eight years ago, said the idea of self-promotion might not be part of the New Zealand psyche, but it was for Koreans.
"There [are] so many people, you have to promote yourself . . . I think artists also need to do the same."
Despite referring to herself in the third person, Miss Lee said she was not "self obsessed" and had become increasingly removed from her image.
"This is not me; it is just a product."
