South Korean superstar IU continues to dominate headlines—not only for her talent but also for her staggering financial success. Following the global success of her Netflix drama When Life Gives You Tangerines, IU’s popularity and brand value have skyrocketed.

In 2024, IU launched a massive world tour that ran from March to September, performing 31 sold-out concerts in 18 cities across 12 countries. The tour drew over 500,000 fans and was met with overwhelming demand at every stop.

Beyond music, IU has also become a major force in advertising. She is currently the face of more than 12 major brands, further boosting her exposure and income. According to Forbes Korea, IU earned over ₩32 billion KRW (approximately $22 million USD) in 2024 alone—making her the highest-earning celebrity in South Korea.

But IU’s financial brilliance doesn’t end there. She has also proven herself a savvy real estate investor. In early 2024, IU moved into Eterno Cheongdam, a luxurious high-rise located in the upscale Cheongdam-dong area of Seoul’s Gangnam District. Originally purchased for about $9.1 million USD, the property's value has since soared to $14.3 million USD, according to data from South Korea’s Ministry of Land, Infrastructure and Transport.

The apartment is now considered the most expensive residence in South Korea this year—further evidence of IU’s remarkable foresight and wealth management.

From chart-topping songs and sold-out concerts to luxury property and brand deals, IU has firmly secured her place as a global icon and financial powerhouse.