“Nation’s Little Sister”, “Nation’s Sweetheart”, “Nation’s Daughter” — the South Korean singer and actress IU has been dubbed these heartwarming titles over her 18-year career not without reason. Her nightingale voice and her versatile, masterful character portrayals have won over not just generations of South Koreans, eventually also catching the hearts of fans overseas — which only begins to explain why her impact as a leading creative force of sincerity and authenticity is widespread and deeply affecting.

Today, she is officially adding a new title to her list of accolades as the newest global brand ambassador of watch maison Jaeger-LeCoultre, joining a family that currently consists of trailblazers like Anya Taylor Joy, Jackson Yee, Kim Woo Bin, Zhang Ziyi and Lenny Kravitz. Read below for an exclusive interview that might reveal just why is the perfect addition to this distinguished list.

When moving between music, acting and storytelling, do you find that each creative space brings out a different side of you?
Yes, absolutely. At the core, both music and acting begin with the same thing: expressing something that comes from within me. The difference lies in how that expression takes shape. With music, I tend to draw more directly from my personal experiences and emotions, whereas acting requires me to look beyond myself and fully inhabit a character. Even so, both forms of expression are rooted in who I am.

Looking back on your early years, what do you think has changed most in you, both as an artist and as a person?
I’ve become more relaxed. Over time, I’ve tried to be more generous to both myself and others, and I believe I’ve become better at doing that.

After a project like ‘When Life Gives You Tangerines,’ which carries so much emotional depth, how do you create space before deciding what comes next?
I tend not to take much time between projects. I’ve always been someone who loves to work, and I’m not very good at enjoying long breaks. Whether it’s music or acting, I already think about the next move. I think that’s why there are always emotions and lingering feelings that never fully leave me.

That role felt especially intimate and grounded. Did the experience stay with you personally after filming ended?
I think it was a project that helped me see life a little more beautifully. After spending so much time as Ae-sun, I became more emotional, and even now, hearing the soundtrack brings back images of the village where she lived. It was a particularly meaningful project for me, which is probably why it stayed with me for so long.

‘Perfect Crown’ seems to explore a very different tone and atmosphere. What drew you to this new project?
As ‘When Life Gives You Tangerines’ was such a long project that explored a person’s entire life in great depth (two if you count the life of Geum Myung), I think I was craving something relatively lighter and funnier. I also knew there were many fans who wanted to see me in a romantic comedy series again.

From the girl who first stood in front of the public to the woman you are today, do you feel you have changed gradually, or in deeper turning points? How did you learn to embrace those different versions of yourself?
I think it’s both. Through my own achievements, meaningful experiences, and periods of reflection, I’ve gradually become who I am today. Like most people, there are different sides of myself. Sometimes that can be exhausting, and sometimes it’s amusing. I think those different sides are what keeps life interesting.

Have there been moments in your career when uncertainty pushed you to grow in unexpected ways?
Many times. Looking back, certainty has been quite rare for me. If I had stopped every time something felt uncertain, I probably wouldn’t have done much at all. Whenever I feel uncertainty, I simply take it as a sign that I’m trying something new. Comfort brings peace, but uncertainty leaves stories behind. I think fear that stems from uncertainty is a great source of growth.

What has success taught you about yourself over time?
I’ve realised that I’m not someone who naturally feels comfortable with success. Whenever I achieve a goal, I immediately find something else to worry about. I suppose that’s just part of my personality. Success hasn’t necessarily made me more confident. I’ve simply continued doing my best while carrying a certain amount of tension with me. I’ve come to accept that this is simply how I am.

Are there values or habits from your early years that still guide you today?
I’ve always been an anxious person, so I need a lot of time and effort before feeling certain about something. I try to trust myself, but not too much. Instead, I trust the time I’ve invested into something.

If you could speak to yourself at the very beginning of your journey, what would you say?
“You’ll be loved for all the hard work you’ve put in. But if you ever begin to think that you deserve that love simply because you’ve worked hard, it won’t last. Always remember how fortunate you’ve been. If you do, you’ll continue to work hard.”

What does ‘The Hour Before’ mean to you, the moment when no one is watching, but everything you have worked for is about to come to life? 
The lights haven’t come on yet, there is no applause, and I don’t know what the outcome will be. It’s a moment when I’m completely alone in my own world. It can be uncomfortable and full of uncertainty, but it’s also incredibly exciting: as long as I have no regrets about the time and effort I’ve put in.

What first attracted you to Jaeger-LeCoultre?
As Jaeger-LeCoultre is a prestigious brand, I had always known the Maison as a remarkable watchmaker even when I wasn’t particularly familiar with watches myself. As I became more interested in watches, I found myself thinking of them whenever I wanted to give a truly meaningful gift to someone I was especially grateful for. And after much consideration, the brand I chose most often was Jaeger-LeCoultre. What I find most attractive is the way Jaeger-LeCoultre expresses its values with confidence, without ever feeling excessive.

Jaeger-LeCoultre places great importance on craftsmanship, precision and timeless style. What aspects of the Maison resonate most with you personally?
What resonates with me most is the idea of building something that lasts, rather than chasing trends.

Like music or acting, watchmaking requires patience and attention to detail. Do you feel connected to that process-oriented way of creating?
Speaking for myself, there are certainly times when I wish things could be simpler, or when I hope for an easier path. But looking back on my work, I can’t deny that the time, thought, and effort behind a piece inevitably reveal themselves in the final result. And more than anyone else, the person who knows exactly how much effort went into something is the creator or performer themselves. Because of that, I understand how important patience is in any creative process. In that sense, I admire the way Jaeger-LeCoultre approaches its craft with such dedication and craftsmanship.

Has your relationship with time changed over the years?
To some extent, yes. In the past, I felt pressured to make every moment productive and meaningful. That often left me feeling restless. Now, I try to accept the time I’m living through as it is and be more present. In some ways, I think I’ve learned to enjoy life a little more.

Is there a particular Jaeger-LeCoultre watch that you feel especially drawn to? 
Definitely the Reverso. I’ve always loved its classic design and distinctive beauty, which is why it’s my favourite Jaeger-LeCoultre watch. Wearing it for this campaign made me realize that it suits me rather well, which made me happy. Anyone who looks good in a Reverso, is cool! Isn’t it?

What makes a collaboration feel genuine and meaningful to you?
I think the best collaborations come from a place of admiration and respect. I happened to be at a point where I genuinely appreciated Jaeger-LeCoultre and wanted to learn more about the Maison. When the proposal for a collaboration arrived, the timing made the partnership feel like fate.

Do you remember your first watch and what it represented to you at that moment in your life? 
I bought my first watch in my twenties at a small antique shop in the Netherlands. It was an old watch with a thin black leather strap, and I was drawn to it for some reason. I wore it for years before eventually gifting it to someone I loved.

Your style often feels elegant yet effortless. How would you describe your personal approach to style today?
I value looking natural above all else. Of course, there are occasions when I wear more dramatic looks on stage. But personally, I prefer styling that highlights the things I like about myself rather than transforming myself into someone different.

Does your relationship with style change depending on whether you are performing, acting or simply living day to day?
Very much so. When I’m performing on stage, I dress in a way that best matches the music. For bigger stages, that can sometimes mean styling that’s quite bold and dramatic. When I’m acting, I think entirely from the perspective of the character. If the character wouldn’t care much about clothes, jewellery, or beauty, I’ll wear the same outfit repeatedly, wear clothes that look worn, or even choose pieces that aren’t quite my size. In everyday life, I prefer comfort. I like looking neat yet comfortable.

How do you usually wear a watch: as a statement piece or something more personal and understated?
I usually wear a watch as a subtle statement piece when the occasion feels special or when I’m meeting someone important. For me, it’s a sign that I’ve put a little extra thought into how I present myself.

When choosing a watch, what details naturally catch your attention first?
Whether it’s a Jaeger-LeCoultre watch.

Beyond its practical function, what role do you think a watch plays emotionally or stylistically? 
To me, a watch has become a symbol of ease and composure. I believe in the saying that a good watch leads its owner toward better times and memories. Even if it’s not expensive, a well-chosen classic and beautiful watch naturally draws my attention. A watch can reveal a lot about a person’s taste and personality.

This story first appeared on Mens Folio Singapore.

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