Dannyka Manangan

Cha Eun-Woo’s brother Lee Dong-Hwi gains spotlight with new AI tool for celebrities at ‘AI Summit Seoul and Expo 2025’

Article (news)

Alyana De Guzman

Push Team

<p>Cha Eun-Woo’s younger brother, Lee Dong-Hwi, has stepped into the spotlight as an emerging Artificial Intelligence (AI) researcher after developing an AI tool concerning negative comments on social media that celebrities, including his brother, face online.</p><p>Dong-Hwi, made a notable public debut, not as an idol trainee or TV personality, but as an AI researcher earning attention for his expertise and the inspiration behind his work. He drew interest for both his presentation and his striking visuals after appearing in a vlog released by YouTube channel Sebasi Talk, which featured his participation at the AI Summit Seoul and Expo 2025 held on November 10 to 11 in Seoul, South Korea.  </p><p>Currently, Dong-Hwi works as a researcher at AI startup Unbound Lab.</p><p>Unbound Lab CEO Cho Yong-min introduced him with notable pride, saying, “Today, our Unbound Lab had the opportunity to present with the researcher who developed [and] planned our solution at the largest AI event in Korea. This is not a commercial solution at this stage.”  </p><div><br/></div><div><a href="https://www.abs-cbn.com/overseas/11/28/19/cyber-bullying-star-suicides-the-dark-side-of-south-koreas-k-pop-world"><strong>READ: Cyber bullying, star suicides: The dark side of South Korea&#x27;s K-pop world</strong></a></div><div><br/></div><p>He continued, “Our fund itself needs to have a lot of real AI learning, so we consider AI researchers to be very important. I have a genius here with me.”</p><p>A graduate of China’s Fudan University with a degree in media, Dong-Hwi has also worked in advertising before transitioning into AI research. At the expo, he presented his project titled: “AI Made for My Brother Evolves into a Brand Verification Tool.”</p><div><img src="https://od2-image-api.abs-cbn.com/prod/editorImage/1764312660204cha eun woo 2.png" style="width:600px" class="fr-fic fr-dib"/></div><p>Reflecting on how the idea began, Dong-Hwi shared, “I studied media in China and worked in advertising I had many personal concerns that I discussed with CEO Yong-Min, and it was his advice that made me think I could resolve these issues, which is why I joined this planning and development. I&#x27;m grateful to have been invited to the AI Summit, which gave me the opportunity to give this speech.”</p><div><br/></div><div><a href="https://www.abs-cbn.com/entertainment/2024/3/24/what-s-behind-south-korea-s-k-pop-crisis-844"><strong>READ: What&#x27;s behind South Korea&#x27;s K-pop crisis?</strong></a></div><div><br/></div><div><br/></div><div><iframe class="instagram-media instagram-media-rendered" id="instagram-embed-10" src="https://www.instagram.com/reel/DRWRDX1kVVP/embed/?cr=1&amp;v=14&amp;wp=540&amp;rd=https%3A%2F%2Fod2-workbench-web.abs-cbn.com&amp;rp=%2F#%7B%22ci%22%3A10%2C%22os%22%3A11260940.1%2C%22ls%22%3A404946.19999999995%2C%22le%22%3A404952.30000000005%7D" allowtransparency="true" allowfullscreen="" frameBorder="0" height="881" data-instgrm-payload-id="instagram-media-payload-10" scrolling="no" style="background:white;max-width:540px;width:calc(100% - 2px);border-radius:3px;border:1px solid rgb(219, 219, 219);box-shadow:none;display:block;margin:0px 0px 12px;min-width:326px;padding:0px"></iframe></div><script async="" src="//www.instagram.com/embed.js"></script><div><br/></div><p>He then explained how his closeness to the entertainment world, especially with his older brother being a K-Pop idol, shaped the solution he envisioned. “Since I&#x27;ve been living a life somewhat close to that of celebrities, I&#x27;ve started to focus on the concerns and interests they have. As a result, it seems like they are constantly thinking about how they can communicate better with their fans. And not only individual celebrities, but also entertainment companies and brands seem to be putting a lot of thought into data feedback.”</p><p>According to him, the idea grew from witnessing how public figures struggle with online negativity. “I discussed with CEO Yong-Min that it might be a good idea to plan a solution that collects this kind of data, especially since I&#x27;ve seen many celebrities suffering from negative comments. Of course, you should accept and develop this constructive feedback, but there are so many media outlets that excessive negative comments are prevalent.”</p><p>He added that the rise of influencer culture has brought overwhelming exposure to many individuals. “Not only that, but we are now in the era of personal influencers, where media exposure is overwhelming for people.”</p><div><br/></div><div><a href="https://www.abs-cbn.com/entertainment/showbiz/celebrities/2025/10/21/lee-yi-kyung-s-agency-warns-of-legal-action-following-lewd-chat-allegations-1139"><strong>READ: Lee Yi-kyung&#x27;s agency warns of legal action following lewd chat allegations</strong></a></div><div> </div><p>With this, he aim to develop a system designed to help those constantly under public scrutiny. “We are planning with CEO Yong-min to create a system that aims to protect those who attract a lot of public interest.” </p><div><br/></div><div><iframe class="instagram-media instagram-media-rendered" id="instagram-embed-11" src="https://www.instagram.com/p/DGZ4gHDxED4/embed/?cr=1&amp;v=14&amp;wp=540&amp;rd=https%3A%2F%2Fod2-workbench-web.abs-cbn.com&amp;rp=%2F#%7B%22ci%22%3A11%2C%22os%22%3A11262112%2C%22ls%22%3A404946.19999999995%2C%22le%22%3A404952.30000000005%7D" allowtransparency="true" allowfullscreen="" frameBorder="0" height="612" data-instgrm-payload-id="instagram-media-payload-11" scrolling="no" style="background:white;max-width:540px;width:calc(100% - 2px);border-radius:3px;border:1px solid rgb(219, 219, 219);box-shadow:none;display:block;margin:0px 0px 12px;min-width:326px;padding:0px"></iframe></div><script async="" src="//www.instagram.com/embed.js"></script><div><br/></div><p>Together, they also presented an AI research panel, acknowledging the personal roots of the project&#x27;s motivation. “It seems that my older brother, who is a global superstar, started [with] some issues that these celebrities have. I find myself working hard because I want to solve the problems that arise from my concerns. I think of my family and feel the pain of other celebrities who are suffering.”<br/><br/></p><div><img src="https://od2-image-api.abs-cbn.com/prod/editorImage/1764312622825cha eun woo.png" style="width:600px" class="fr-fic fr-dib"/></div><div><br/></div><p>Before gaining spotlight in the AI Summit, Dong-Hwi briefly appeared on tvN’s <em>You Quiz on the Block</em> in June, where viewers first noticed him. His identity as Cha Eun-Woo’s younger brother surfaced shortly after, heightening public curiosity. Members of ASTRO, the boy group in which his brother belonged to, even joked, saying, “His face is smaller and he is more handsome than Eun-Woo.”</p>

<p>Cha Eun-Woo’s brother, Lee Dong-Hwi, is making in waves as an Artificial Intelligence researcher after developing an AI tool concerning negative comments on social media. </p>

Cha Eun-Woo’s brother, Lee Dong-Hwi, is making in waves as an Artificial Intelligence researcher after developing an AI tool concerning negative comments on social media.