Lee Jun-ho has mastered the pivot. Fresh off Netflix superhero series “Cashero” — which hit No. 2 globally and cracked the Top 10 in over 70 countries — the K-drama star is plotting his next reinvention as a villain in “Veteran 3.”
The 2PM member, who made history as the first idol-actor to win the Grand Prize at the 2022 APAN Star Awards, has been deliberately reshaping audience expectations with each project. After back-to-back hits with period drama “The Red Sleeve” and romantic comedy “King the Land” — the latter reaching No. 1 globally in Netflix’s non-English TV category — Lee chose “Cashero” as a calculated departure.
“In my previous roles, I played Yi San, the Crown Prince in ‘The Red Sleeve’ and Gu Won, a chaebol heir in ‘King the Land’ — both are composed characters with sharply defined roles and heavy sense of gravity,” Lee tells Variety. “With ‘Cashero,’ I wanted to step away from that.”
The series offered Lee the chance to explore a grounded protagonist that resonated with Korean audiences while maintaining global appeal. “He’s someone that you would encounter in real life in Korea,” he explains of his character Kang Sang-woong. “He is an ordinary guy who saves up to buy a house, but the irony is that he ends up using that very money to save people with his powers. Unlike conventional superhero narratives, his abilities come at a very real cost: every time he uses them, he has to literally pay a price.”
The international response exceeded expectations, particularly the grassroots engagement across markets. “I saw memes where fans from different countries were holding up their own currency, as if they were offering it to Sang-woong so he could use his powers,” Lee says. “Seeing everyone take part in that challenge was genuinely adorable and endearing.”
“Cashero”
Netflix
Lee’s awareness of balancing Korean specificity with universal themes has evolved across his Netflix slate. While “The Red Sleeve” drew deeply from Joseon Dynasty history, “King the Land” was positioned as accessible comfort viewing for international markets.
“While I would love to receive global acclaim for every project, I am well aware that not every story would become a global hit,” he notes. “For instance, ‘Typhoon Family,’ which is set during the 1997 Asian financial crisis, I was worried that such specific historical event might not resonate with audiences abroad. However, seeing global fans connecting so deeply with the story allowed me to put my worries to rest.”
The actor downplays any direct connection between his extensive live performance experience — he’s held over 100 solo concerts and sold out Tokyo Dome — and his screen work. “There’s a misconception that a background in music automatically makes you more expressive on screen, or that performing in a stadium for tens of thousands of people make the camera less intimidating — but that hasn’t been my experience,” he says. “If anything, the only perk is that I’m perhaps a bit quicker at picking up choreography of an action sequence. At the end of the day, both aim to move people’s heart.”
Lee has also moved into the business side, founding O3 Collective, a company built on three principles: the artist’s identity (“One”), originality in content (“Original”) and structured management (“Orbit”). However, he maintains the venture hasn’t fundamentally altered his project selection process.
“At my core, I am still an actor, singer and artist, and I’m focused on doing the work that I want to do,” Lee says. “The decision to establish O3 Collective was driven by a desire to take on a greater sense of responsibility for work, rather than a shift to focus on different role.”
The company is run by professional management handling day-to-day operations, while Lee focuses on his artistic output. “Looking ahead, I would love to bring together like-minded artists under O3 Collective, creating a space where we can collaborate and move forward with a shared artistic mission,” he adds.
Lee is currently filming “Veteran 3,” which marks another deliberate risk in his trajectory. “As an actor, I have a constant thirst for genres and characters I haven’t explored yet. At this stage in my career, taking risks and rising to new challenges is essential,” he says. “That’s why I’ve chosen a villain role for my next project, ‘Veteran 3.’”
Beyond that sequel, Lee has another project lined up, though details remain under wraps. When asked what kind of role would signal a real shift, he remains characteristically focused on constant reinvention rather than legacy management.
“It’s hard to predict what that would look like — perhaps it will be my role in ‘Veteran 3,’” he says. “Above all, my goal is to consistently reinvent myself. I hope that with every project, audiences see a new and unexpected side of me, one that feels clearly distinct from the last.”
Lee’s brand partnerships include Dior, Godiva, Lotte Duty Free and Diageo, and he currently serves as global ambassador for Berluti and Piaget. Alongside his group activities with 2PM, he continues building a successful solo music career in both Korea and Japan, reinforcing his position as one of the most versatile artists of his generation across acting, music and luxury branding.
