ASTRO's Cha Eunwoo possesses a wealth of brains and talent. His younger brother, Lee Dong Hwi, recently made headlines for his work as an AI developer after revealing that he created an artificial intelligence program specifically designed to evaluate Cha Eunwoo's brand power.

According to Koreaboo, on November 10, Lee presented his project for the first time in the "AI Recipe: The AI Made for My Brother, Evolving into a Brand Verification Tool" lecture at the AI Summit Seoul & Expo 2025. He took the stage with Unbound Lab CEO Cho Yong Min.

During the event, Lee discussed the professional-grade development of his AI model and its potential applications beyond celebrity management.

"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," Star News Korea reported.

In his speaker bio, Lee was described as a key researcher at Unbound Lab's investment team, where he focuses on AIX projects related to technology-driven investments. The event brief described Lee as 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. His media and marketing background reportedly laid the foundation for his interest in data-driven tools for the entertainment industry.

This isn't the first time Lee has been in the public eye. He has previously made appearances on popular Korean variety shows, such as tvN's "You Quiz on the Block" and "Living in Finland on Rent," in which the viewers also saw glimpses of the Cha family. His visuals and charm caught the fans immediately, and many started calling him "a brainy version" of his famous brother.

With his AI model becoming more popular among brands and his own profile rising with every new development in the tech world, Lee Dong Hwi's rise as an innovator exemplifies a new generation for the Cha family—one that fuses intelligence, creativity, and star power.