K-pop star and actress IU has been revealed to be one of South Korea's highest-earning entertainers, reportedly raking in over 30 billion KRW (approximately $21.5 million USD) in 2023 alone. She is also said to possess the ultra-exclusive Centurion Black Card, a VVIP credit card reserved for the top 0.001% of clients worldwide.
According to a recently released audit of EDAM Entertainment, IU's agency, the singer-actress was paid a total of 33.62 billion KRW in service fees last year.
This sum includes performance fees, appearance payments, concert profits, and other earnings related to activities.
The report quickly gained traction online, with fans and financial analysts alike marveling at the scale of IU's income.
Equally attention-grabbing was her reported use of the Centurion Card, also known as the "Black Card."
Issued by American Express and now officially offered in Korea through Hyundai Card as of June 19, the invitation-only card comes with a ₩7 million annual fee and personalized concierge services.
"IU and BLACKPINK's Lisa are among the very few Korean celebrities believed to hold the Centurion Card," a local media outlet reported, underscoring the card's rarity and symbolic status.
While IU's financial success and elite lifestyle have stunned many, her down-to-earth personality and charitable actions have remained at the forefront.
Most recently, she drew praise after gifting Hermès scarves to the grandmothers who appeared on the Netflix documentary When Life Gives You Tangerines.
[jejusorinews]..To keep that promise, she came back to Jeju with both hands full of Hermès scarves.
— D (@gnd068) June 20, 2025
🎁There's a special reason for these scarves.
This year, Hermès' brand concept is 'drawing'.
It's the perfect gift for the 'grandmas who are painters'!https://t.co/vQ9Qah7XGF pic.twitter.com/jGjKa3Y7LD
Her heartfelt visit was widely covered and lauded as an example of her humility.
"In a world of excess, IU continues to balance grace with generosity," one netizen commented. "She's proof that success doesn't have to change your core."
IU, whose real name is Lee Ji-eun, has been a household name in South Korea since her debut in 2008.
Her acting performances in critically acclaimed dramas and her string of chart-topping songs have cemented her status as both a commercial powerhouse and a beloved public figure.
Despite her earnings and prestigious status, fans were quick to point out what they admire most: her sincerity.
"IU could own the world, and she'd still come visit you with a smile and a scarf," one fan wrote.
IU has yet to publicly comment on the audit findings or her reported possession of the Centurion Card.
