ASTRO’s Cha Eunwoo was officially announced as the new male ambassador for The North Face Korea on August 11, 2023. The outdoor apparel brand selected the singer-actor for his huge popularity, clean image, and cross-generational appeal.
According to a brand spokesperson, Cha Eunwoo’s “overwhelming visuals and trendy charm loved by men and women of all ages” was the reason behind his appointment.
Promotional images featuring the True Beauty star were released through The North Face’s official social media platforms, quickly going viral among fans. Eunwoo wore the brand’s Fall/Winter 2023 outerwear collection, drawing attention for his sharp features and relaxed, natural styling. The hashtag #CHAEUNWOOxNORTHFACE trended as fans praised the collaboration and reposted the campaign content.
The endorsement came at a time when the ASTRO member was regaining momentum in both acting and promotional activities. After wrapping his role in the fantasy-action series Island, which aired from December 2022 to March 2023, he will prepare for his return to romantic comedy.
MBC officially confirmed that Cha Eunwoo would star in the upcoming drama A Good Day to Be a Dog, alongside Park Gyu Young. The drama is adapted from the popular Naver webtoon by Lee Hey and centers on a woman cursed to turn into a dog when kissed, only a colleague with a fear of dogs can break the spell. Eunwoo plays Jin Seo Won, a stoic math teacher with a trauma tied to dogs, who becomes an unwilling key to lifting the curse.
Although the group had faced changes due to Moonbin’s passing in April 2023, the True Beauty star remained active with brand deals and limited group promotions. In July 2023, he received the TIRTIR Popularity Award at the 2nd Blue Dragon Series Awards.
Meanwhile, Cha Eunwoo has secured endorsements with several global and luxury brands, including Chaumet, Dior Beauty, Giordano, Skechers, and now The North Face.
