Brains runs in the family!
ASTRO member and actor Cha Eunwoo’s younger brother, Lee Dong Hwi, has officially made his debut on stage as an AI expert. He created an AI program specifically for Cha Eunwoo to help understand his brand power. Now, the program will be shared with everyone.
On November 10, Lee Dong Hwi delivered a lecture titled “AI Recipe: The AI Made for My Brother, Evolving Into a Brand Verification Tool” at the AI Summit Seoul & Expo 2025, alongside Unbound Lab CEO Cho Yong Min.
He reportedly introduced a case study on an AI data-crawling model that has recently been gaining attention in the entertainment industry.
“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.”
His speaker bio described him as a research at Unbound Lab.
“A researcher at Unbound Lab’s investment team, conducting studies and consulting for various AIX projects related to bolt-on and roll-up investments. As a media major, he has led numerous marketing projects and explores ways to enhance AI efficiency in solving niche business problems across industries through various foundation-model combinations.”
Before joining Unbound Lab, Lee studied abroad at Fudan University in China and previously worked at a domestic advertising firm. He had also made brief appearances on tvN’s variety shows You Quiz on the Block and Living in Finland on Rent, in clips which showed Cha Eunwoo’s family, drawing attention for his visuals. You can read more about him below.
ASTRO Cha Eunwoo’s Brother Impresses Netizens With His Academic Background