In recent days, Cha Eun Woo‘s brother drew attention and impressed netizens worldwide with his debut as a developer and AI expert, launching a program for the idol.
During the ‘AI Summit Seoul & Expo 2025‘ held at COEX in Seoul on November 10, Lee Dong Hwi was a speaker for a session titled “AI Recipe: The AI Built for My Brother, Evolving Into a Brand Verification Tool” alongside Unbound Lab CEO Cho Yong Min.
Cha Eun Woo’s brother reportedly introduced a case study on an AI data-crawling model that has recently been gaining attention in the entertainment industry, according to some Korean media:
“Researcher Lee Dong Hwi, who developed an AI data-crawling model for celebrity management, used for stars like his brother Cha Eun Woo, has been receiving collaboration offers from multiple consumer-goods companies interested in applying this technology to their products and branding”.
Cha Eunwoo’s brother Dong Hwi created an AI tool that tracks a celebrity’s public presence online. Stuff like media mentions, brand fit, fan trends and how their image is being perceived.
He originally built it specifically for Eunwoo to help understand his brand power and… pic.twitter.com/nKT5MP15RK
— berry (@berryeunu) November 10, 2025
In his speaker bio, he is described as a researcher at Unbound Lab “conducting studies and consulting for various AIX projects related to bolt-on and roll-up investments” and, as a media major, he “has led numerous marketing projects and explores ways to enhance AI efficiency in solving niche business problems across industries”.
