Just when you thought 2025 couldn’t get any more exciting, Chaumet drops a bombshell: IU and Cha Eunwoo are the faces of their latest campaign!
This unexpected collab is shaking up the world of luxury jewelry – and it’s definitely not something we had on our bingo cards for this year.
On February 27, Chaumet dropped the stunning “Bee de Chaumet” campaign featuring K-pop and Kdrama’s biggest stars IU and Cha Eunwoo.
The Bee de Chaumet collection combines natural and historical elements in a unique way. It reinterprets the classic bee motif and features honeycomb details that give off a distinctive glow.
While the ASTRO member is a brand ambassador and has fronted multiple campaigns for the French jeweler, this is the first time IU is starring along with him. In the newly unveiled campaign images, the duo is seen donning iconic pieces from “Bee de Chaumet” collection.
Since the campaign was launched, both stars have been trending in Korea and several other countries. While some fans can not get enough of their striking visuals, others complain about the lack of chemistry between the two.
Netizens have been weighing in on IU and Cha Eunwoo’s collaboration for Chaumet, and it’s clear opinions are all over the map. While some think they make a great pair, few commented that they look like they were photoshopped together.
Director of Chaumet Korea, Ko Ji Yeon, shared his thoughts on Instagram, saying, “From last year until one hour before today’s release, we’ve been tirelessly preparing for this Big Project. The meeting of two artists who are icons of this era—IU x CHA EUNWOO. Behind the visuals lies the incredible professionalism and hard work of so many people. We all worked really hard.”
On the work front, Cha Eunwoo will appear in Netflix’s “The WONDERfools”, no broadcast schedule has been announced yet. He will also lead Hong Sisters’ new drama, possibly called “Grand Galaxy” with Go Min Si.
IU, on the other hand, will be seen opposite Park Bogum in “When Life Gives You Tangerines”, slated for release next month. She is also confirmed to star in a romance drama opposite Byeon Wook Seok, expected to broadcast by year-end.
