“That is the CHA EUNWOO POWER!”- Fans react as ASTRO member leads Dior Beauty to best performance in 2024 S1, achieving 12.3M MIV with 9 placements

On Thursday, August 9, Launchmetrics reported that the ASTRO member and K-drama actor Cha Eunwoo led Dior Beauty to the best performance in 2024 S1. The idol, as the brand's top-performing celebrity, garnered a total of 12.3M MIV (Media Impact Value) with nine placements.

A deeper report revealed that three South Korean celebrities garnered 5% of the brand's MIV. The celebrities Cha Eunwoo, BLACKPINK's Jisoo, and Han So-hee contributed to Dior Beauty through a total of 10 important brand placements. According to the report, South Korea brought in a total of $40.5M MIV to Dior's $769.7M MIV.

The ASTRO member was also reported to have increased the brand's performance by 380% since the 2023 S2. Fans have been elated and excited about this news. On the other hand, while Cha Eunwoo was a brand ambassador of Dior and its subsidiary, Dior Beauty, the idol recently chose to step out of his position.

Therefore, fans reacted to the idol's continued impact on the brand despite his departure. They soon took to several social media platforms to talk about his achievement and commended him for it. Here's how fans reacted to the recent news:

"That is the CHA EUNWOO POWER! Can’t ever beat this man at anything"

"See his impact? Eunwoo did his best for you, always like that in everything he does. Yet you somehow failed to appreciate his value as an ambassador & what he brings to the brand. Even as observers, we felt that, so he must have felt that too." - said an X user.

"It's funny how they tried to mention eunwoo as little as possible. Cha Eunwoo is the king of organic fame without any push, Dior never knew how to appreciate him as he deserved" - added a fan on X.

"Im still laughing at this. cha eunwoo left the brand and is still the best-performing celebrity for dior beauty" - stated a netizen on X.

More fans shared their opinions about how the idol's impact on Dior was finally realized and appreciated through the latest revealed statistics.

"It's sick how Dior always discredited and downplayed #ChaEunwoo. Even during the Egypt event, which was one of his first events as a Dior ambassador, they tried putting others in the spotlight, but they couldn't because he went viral for every single thing he did." - said a fan on X

"I'm glad he left that brand. They don't know how to value him who put them on the top with his immense influential power. Cha Eunwoo deserves better." - stated a netizen on X

"I want to say that im glad eunwoo left dior, he has done his work as a dior beauty gba incredibly, but they don't want to acknowledge that they jst care abt payola grps and clout and I rest my case" - mentioned an X user

"HAHAHA dior will miss chaeunwoo" - added another netizen on X

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All you need to know about ASTRO's Cha Eunwoo and his relationship with Dior

ASTRO's Cha Eunwoo, otherwise known as Lee Dong-min, is a singer and songwriter under Fantiago. In addition to his activities as a K-pop idol, he has been actively involved in the K-drama industry.

The idol has been in several K-dramas, such as My ID is Gangnam Beauty, True Beauty, A Good Day to be a Dog, Rookie Historian Goo Hae-ryung, and more.

The idol first became the brand ambassador of Dior Beauty in June 2022 and then became the global ambassador of the luxury fashion brand in December 2022. Following the same, the idol participated in several campaigns by the brand and attended many events as one of the brand's celebrity representatives.

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Some of the shows he attended include Dior's Summer 2024 and Dior Fall 2023 Menswear Collection in Egypt. However, in July 2024, it was revealed that the idol chose to step down from his position as Dior and Dior Beauty's ambassador.

This was followed by his recent partnership with Saint Laurent. On the other hand, SEVENTEEN's Mingyu was appointed as Dior's latest ambassador.