Singer Lee Ki-chan takes 2002 hit "Cold" to pharmacies nationwide to promote new 2026 version
What started as a playful nod to Lee Ki-chan's 2002 hit song "Cold" has sparked a legal debate, as his viral pharmacy performances draw scrutiny from pharmacists concerned about advertising regulations.
Since September, the 47-year-old veteran singer has busked at pharmacies across South Korea, including in Seoul, Incheon, Chuncheon, Gangwon Province, and Daejeon, with the owners' permission, according to news reports Monday.
The performances are part of his efforts to promote a newly released 2026 version of the song. Lee, once one of the country's most popular ballad singers, debuted in 1996 and rose to fame with hits including "Cold," "Love has gone once again" and "Beauty."
The playful connection between the song's title and the pharmacy setting became an online hit, bringing Lee invitations to perform at drugstores nationwide and advertising offers from pharmaceutical companies.
"There aren't many opportunities to perform these days, so I figured I had to get out there myself if I wanted people to hear my music," Lee said on tvN's "You Quiz on the Block" on Wednesday.
However, some pharmacists have raised concerns that Lee's performances may cross legal boundaries by promoting individual pharmacies or encouraging customers to purchase pharmaceutical products.
While South Korean law does not explicitly prohibit celebrities from performing at pharmacies, it bars pharmacy operators from soliciting customers or patients to attract business, according to the Korean Pharmaceutical Association.
"Some of the pharmacies where Lee has performed are warehouse-style pharmacies, which our association opposes over concerns about potential medication misuse and overuse. Even if the singer has good intentions, the performances could be seen as a marketing tactic, which is concerning," a KPA official told a local news outlet.
cjh@heraldcorp.com
