Cha Eun Woo’s younger brother Lee Dong Hwi made a surprise appearance on YouTube—this time not as a celebrity sibling, but as an emerging AI expert.
On the 16th, the YouTube channel “Sebasi Talk” featured Cho Yongmin, CEO of UNBOUNDLAB, who introduced Lee with, “You probably haven’t seen our researcher before, right? We’ve brought in a genius. He’s someone who works at our company,” revealing the guest as Lee Dong Hwi, widely known as Cha Eun Woo’s real-life younger brother.
Lee, who studied media in China, explained, “I majored in media and worked in advertising. I had a lot of personal concerns that I talked through with CEO Cho, and thanks to his advice—‘What if we tried solving this?’—I ended up joining the planning and development for this project.” He added, “I was grateful to be invited to the AI Summit and even participate in a speech.”
He continued, “The talk lightly covers the solution I’m working on. Since my life path has overlapped with celebs, I naturally focused on their worries and interests. They’re always thinking about how to communicate better with fans. Not only individual celebrities but also entertainment companies are struggling to make sense of data feedback. That’s how I came to plan a solution that gathers and organizes that data.”
Lee also opened up about what motivated him: “I’ve seen so many celebrities suffering because of malicious comments. There’s just too much media now, and that leads to excessive hate comments. With so many personal influencers in this era, media exposure feels overwhelming. I wanted to build a system that can protect them.”
On the 10th, Lee took the stage as a conference speaker at the “AI Summit Seoul & Expo 2025,” held at COEX B2 Hall in Seoul.
A graduate of China’s prestigious Fudan University, Lee previously worked at major Korean advertising companies, including Cheil Worldwide, before joining UNBOUNDLAB as a researcher. He previously drew attention on tvN’s You Quiz on the Block in June for his striking resemblance to Cha Eun Woo, and also appeared with his brother on tvN’s Rented in Finland last December.
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