Aside from promoting her latest album, Love Poem, IU will also embark on promotional activities for the jewelry brand J. Estina. The South Korean brand has picked the 26-year-old singer/actress as their brand ambassador starting in 2020.
IU expressed her excitement for her first jewelry brand endorsement. Among the other Korean celebrities that endorse the brand are Park Bo Gum, Song Hye Kyo, Kim Jiwon, figure skater Kim Yuna, and many more.
The Moon Lovers: Scarlet Heart Ryeo actress said she collects earrings but her interest in accessories has developed after she wore fancy jewelry in her most recent K-drama Hotel Del Luna. In the supernatural TV series, IU played the role of Jang Man Wol, a beautiful but cold-hearted owner of Hotel del Luna for 1,300 years. She usually donned in vintage couture wardrobe from famous luxury brands as well as jewelry pieces that perfectly fit her god-like character.
IU will be on the cover of High Cut magazine wearing jewelry from J.Estina's "I PINK U" line. The brand has also dropped IU's promo ad for the new line.
Reports indicated that IU will kick off her promotional activities for J. Estina next year right after he wraps up her ongoing Love Poem Asia tour. She is set to make a tour stop in Singapore on December 7 before heading to the Philippines on December 13. IU will also perform for her fans in Malaysia on December 21, Thailand on December 24, and Indonesia on December 28.
Meanwhile, IU is also set to drop a winter song collaboration with Sung Si Kyung. The digital single is titled, "Because It's the First Winter," is scheduled for release on December 9 at 6 p.m. KST.
IU still holds the No. 1 on both the overall Gaon digital chart and the streaming chart for the week of November 24 to 30 with her latest title track "Blueming." In the physical album chart, Love Poem stayed at No. 2 while EXO's OBSESSION debuted at No. 1.
The "Bbibbi" singer released her ninth extended play, Love Poem, on November 18. The EP quickly achieved a certified all-kill and its lead track, "Love Poem" peaked at No. 1 on the Gaon Digital Chart, and at No. 9 on the Billboard's World Digital Songs Chart.
Aside from a brand new endorsement, other IU's achievements this week is being named as one and the youngest in the annual list of Forbes' "Heroes of Philanthropy" in Asia. The publication acknowledged the singer's generous donations to a variety of causes. According to Forbes, IU has donated a total of 900 million won ($800,000) since 2018.
