In a rare shift of the spotlight, it is not K-pop heartthrob Cha Eun Woo (차은우) commanding attention this time, but his younger brother, Lee Dong Hwi (이동휘), who is emerging as an unexpected new figure in the world of artificial intelligence (AI). Quietly brilliant and largely unknown to the public until now, he is stepping forward with ideas that could reshape how celebrities navigate the digital age.
Far from the glamorous world associated with his brother, Dong Hwi is channelling his expertise into developing AI-driven tools that can shield public figures from online hate while helping entertainment companies better understand digital audiences. With a calm demeanour, sharp intellect and firsthand experience observing the pressures of fame, he is positioning himself at the crossroads of empathy and technology.
The young researcher formally introduced himself to the public at the AI Summit Seoul & Expo 2025, appearing on stage with Unbound Lab CEO Cho Yong Min, who described him as “the genius” behind the company’s developing AI solution. “We are presenting today with the researcher who planned and developed our solution. It is not yet a commercial product,” said the CEO, instantly heightening interest in the young researcher.
Sharing his journey, Dong Hwi explained that his transition into AI began unexpectedly. “I often talked with the CEO about my personal concerns, and that led me to join solution planning and development,” he said. With a background in media studies and advertising, he brought a blend of communication insight and analytical thinking that shaped his approach to AI development.
His experiences around celebrities also informed his research direction. “Because my life has somewhat overlapped with theirs, I paid attention to their concerns. For example, how can they communicate better with fans?,” he explained. Witnessing the toll of online abuse, he added, “I have seen many celebrities suffer from online abuse. There is too much media now, and that also means too many extreme comments,” underscoring his goal of building systems that detect and reduce harmful behaviour.
Beyond combating harassment, the researcher noticed that “entertainment companies and brands struggle with data feedback,” prompting him to design solutions that collect and organise audience data. Now armed with academic grounding, industry experience and a clear mission, Lee Dong Hwi is carving out his own identity as a researcher determined to reshape digital safety and communication for public figures in an increasingly noisy online world.
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