Mumbai/New Delhi, August 10, 2025 — The richest K-pop idol, South Korean singer IU (Lee Ji-eun), who is thought to be worth between $40 and 45 million, was announced as the new face of Colgate India’s Visible White Purple campaign. This marks the first time a K-pop artist has taken up the ambassador role for the Indian variant of the global oral-care giant.
A Global Star with Local Appeal
IU — often dubbed “Korea’s Little Sister” — is coming off her acclaimed return to acting in the Netflix drama When Life Gives You Tangerines, for which she recently won the Best Actress award at the 2025 Blue Dragon Series Awards.The singer-actress doesn’t just bottom the charts — she leads them. With a reported net worth surpassing even members of global franchises BTS and BLACKPINK, IU holds the title of the richest K-pop idol as of 2024. South China Morning Post pegged her fortune at approximately Rs 380 crore ($45 million).
From K-pop and K-dramaland to Toothpaste Campaigns
IU’s portfolio is as diverse as it is lucrative. Beyond music and acting, she’s one of the most sought-after faces in global brand endorsements — including Gucci, Estee Lauder, Sony, Samsung Korea, Woori Financial Group, and many more.Her appointment by Colgate India for their Visible White Purple campaign (released recently via Colgate’s Indian social channels) was met with excitement from Indian K-pop and K-drama fans, many expressing delight that their idol now fronts a major product in India.
A Sign of the Hallyu Wave’s Reach in India
India’s interest in the Hallyu wave, or Korean pop culture, is only growing. From BTS and BLACKPINK concerts to K-dramas dominating Netflix, IU’s arrival as Colgate’s face underscores the growing influence these artists hold in India.
The Financial Express notes that in recent years, K-pop acts like EXO, GOT7, and Jackson Wang have headlined music festivals across India. Now, K-pop and K-drama stars are being approached for brand collaborations here at home.
The Financial Express
Social media reactions were electric:
“IU for Colgate??!”
“Due to IU alone, I must purchase Colgate.”
Fans flooded Colgate India’s Instagram with excitement, signaling strong engagement for the brand.
The Financial Express
IU’s Wealth and Influence: What Makes Her Stand Out
Not only is IU the richest K-pop idol, her diversified earnings span music royalties from hit singles and world tours, lucrative acting roles in top-rated K-dramas, and real estate investments— includes a studio apartment, residences in the countryside, and even a lavish penthouse in Seoul.With net worths of about $40 million and $35 million, respectively, BTS members V and Jungkook are comparable, but IU easily tops the list.
Her appeal blends youthful charm, musical artistry, acting credibility, and brand reputation — an ideal face for a brand like Colgate India aiming to reach both millennial and Gen-Z consumers.
Why This Partnership Matters
Cross-cultural resonance: IU embodies the global pop culture connection that speaks directly to India’s youth.
Market strategy: Colgate uses IU’s pan-Asian appeal and clean, healthy image to support its Visible White line.
Hallyu impact: This signals how Korean entertainment icons are now being trusted—and banked upon—to market leading Indian products.
Final Thought
IU’s appointment as brand ambassador for Colgate India is more than just a celebrity endorsement—it’s a cultural nod to the growing sway of K-drama and K-pop in India. The union of India’s largest oral-care brand with one of Korea’s most beloved stars is a powerful statement: globalization of fandom is reshaping advertising, one smile at a time.
For more news click here
Colgate India’s Latest Brand Ambassador/ Colgate India’s Latest Brand Ambassador/ Colgate India’s Latest Brand Ambassador