Global StarCraft II League
IU is one of the highest-earning celebrities in South Korea, with endorsements attributing to a proportion of her income. Over the course of her career, she has endorsed various products that ranged from electronics to clothing and cosmetics. Her breakthrough in 2010 earned her the first three endorsement deals she had with Crown Confectionery's MyChew candy, Crown Bakery and clothing brand Y'sb. Among her first endorsements that year were also video games. When developer Ntreev Soft had chosen IU to endorse MMORPG "Alicia: The Story of My Horse and I", they cited her "simple and innocent" image had complemented with the game's vibe, and featured her in the soundtrack. IU announced the player introductions for the Global StarCraft II League — she later performed at the finals of the league in 2011. In 2012–13, she was a spokesmodel for "Aion" and an in-game model was designed in her honor.