ASTRO member and actor Cha Eun Woo has come under criticism after allegations emerged that he falsely promoted his parents’ eel restaurant as his personal favorite, sparking controversy over possible undisclosed advertising.
The issue surfaced amid ongoing public attention surrounding alleged tax-related matters involving a company linked to Cha Eun Woo’s family. Focus has since shifted to an eel restaurant that he repeatedly referred to as a “favorite spot,” which was later revealed to be connected to his parents.
In November 2022, an eel restaurant located in Ganghwa County, Incheon, was featured on JTBC’s variety program 'MeokjaGO.' The program highlighted the venue as “Cha Eun Woo’s favorite restaurant,” drawing significant viewer interest. It was also introduced as a well-known local establishment reportedly generating annual sales of around 1 billion KRW (about 680,000 USD).
Two months before the broadcast, Cha Eun Woo had posted a photo on Instagram confirming his visit to the restaurant, though he did not provide specific details about the establishment. The same photo was later uploaded to the restaurant’s official social media account, accompanied by promotional text stating that Cha Eun Woo had visited, enjoyed the eel, and even shared a post himself, adding that he was a frequent visitor.
After the program aired, the restaurant gained further attention online as “Cha Eun Woo’s favorite eel restaurant,” with numerous customer reviews appearing on blogs and online communities. Several posts included images of Cha Eun Woo’s autograph displayed inside the restaurant, along with a handwritten message that read, “Wishing you great success. The eel here is very delicious.”
Cha Eun Woo also alluded to the restaurant during another broadcast in November 2022 when he shared an anecdote about receiving four kilograms of eel from his father ahead of a camping trip with agency staff and fellow members. When asked why eel was sent, he explained that his family had long frequented a particular restaurant in his father’s hometown and that he had visited it multiple times with staff and members, remarks widely interpreted as referring to the same eel restaurant later introduced on television.
Controversy intensified after it was revealed that the restaurant had previously been registered as the address of a company established by Cha Eun Woo’s mother, identified by the surname Choi, in October 2022. The company, reportedly founded for management-related business purposes, listed the eel restaurant as its official address, leading to suspicions that it may have functioned as a paper company.
As a result, netizens questioned why Cha Eun Woo consistently described the restaurant as a personal favorite without disclosing that it was operated by his parents, prompting accusations of misleading promotion.
Further fueling the controversy was a blog post written by a customer who claimed to have visited the restaurant. The author stated that they went to Ganghwa Island and visited Cha Eun Woo’s well-known favorite eel restaurant based on a local recommendation. According to the post, referring to it as his favorite spot was for broadcast purposes only, and restaurant staff allegedly confirmed that Cha Eun Woo’s parents ran the business.
Online reactions quickly followed, with netizens commenting, “People would have gone even if he had openly said it was his parents’ restaurant,” and “Is it acceptable to present a family-owned business as just a favorite spot on television?” Others expressed confusion over why the family connection was not disclosed from the start.
Meanwhile, Cha Eun Woo enlisted in the military in July last year and is currently serving in the Army Military Band. His expected discharge date is January 27, 2027.
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