According to a recently released financial audit report, EDAM Entertainment allotted a total of 33.62 billion KRW in service fees to IU in 2023. These amounts encompass her appearance fees, concert settlements, and other income from personal activities, a figure that commands attention even within the entertainment industry.
Equally captivating is IU’s payment method: she reportedly holds the American Express Centurion Card, known globally as the ultimate VVIP status card. Reserved for the top 0.001%, it is so exclusive that issuance is available only by invitation. In South Korea, a select few celebrities, IU and BLACKPINK’s Lisa among them, are rumored to possess this legendary card.
Recently, Hyundai Card announced that the Centurion Card will be officially offered in Korea starting June 19. With an annual fee of 7 million KRW and access to a dedicated concierge for personalized services across travel, hotel, culture, and shopping, the card is known as the “unattainable even for the wealthy.”
Since its first issuance in 1999, the Centurion Card has been used by global elites from Bill Gates and Jay-Z to Donald Trump. Its sleek black plate, engraved with a gold Roman centurion, symbolizes prestige worldwide. While previously issued only in select Asian markets like Japan and Hong Kong, its official launch in Korea elevates the card’s status and IU’s prominence as a “wealthy, graceful celeb.”
But IU’s lifestyle isn’t defined merely by luxury. She balances extravagance with loyalty and generosity. Recently, she visited the grandmothers from for Netflix’s “When Life Gives You Tangerines” and gifted them Hermes scarves, earning heartfelt praise. Even with an estimated 30 billion KRW in earnings, IU remains humble and warm-hearted, proving her values are far “more valuable than any black card.”
