2nd gen idols are still dominating CFs, IU currently has 12+ all with major brands.
IU was originally chamisul's model from 2014-2018 (the only model they've signed for longer than a year), chamisul then tried irene for 1 year in 2019 and then went back to IU starting again in 2020.
IU is on another level tbh. Chamiseul stock increased by 6-7% by just the news of iu's return alone. I don't think any celeb has held that brand down like her.