Lee Junho has mastered the pivot. The K-drama star, whose Netflix superhero series “Cachero” just hit No. 2 worldwide and reached the top 10 in over 70 countries, plans to reinvent himself as the villain in his next film “Veterans 3.”
The members of 2PM, who made history as the first idols and actors to win the Grand Prix at the 2022 APAN Star Awards, have intentionally reshaped audience expectations with each project. After back-to-back hits with period drama The Red Sleeve and romantic comedy King the Land (the latter reached No. 1 worldwide on Netflix’s non-English TV charts), Lee chose Cashero as a calculated starting point.
“My previous roles include Crown Prince Lee Sang in “The Red Sleeves,” and Gewon, the heir of a chaebol in “The King,” both of which have clearly defined roles and are weighty characters,” Lee told Variety. “With ‘Cachero,’ I wanted to distance myself from that.”
The series offered Lee the opportunity to explore a down-to-earth protagonist that resonates with Korean viewers while maintaining global appeal. “He is someone you would actually encounter in Korea,” he explains of his character, Kang Sang-woong. “He’s a normal guy who saves money to buy a house, but ironically, he ends up using that money to use his powers to save people. Unlike traditional superhero stories, his abilities come at a very real price. Every time he uses them, he literally has to pay the price.”
The international response, especially grassroots efforts across markets, has exceeded expectations. “I’ve seen memes of fans from different countries holding up their national currencies, as if Sang-woong was offering it so he could use his power,” Lee says. “It was really endearing and endearing to see everyone participating in that challenge.”
“Cachero”
Netflix
Lee’s awareness of balancing Korean specificity with universal themes has evolved throughout his work at Netflix. “The Red Sleeve” depicts the history of the Joseon Dynasty in depth, while “King the Land” was positioned as an accessible and comfortable viewing experience for the international market.
“We want every project to have global acclaim, but we also know that not every story is going to be a global hit,” he says. “For example, with Typhoon Family, which is set during the 1997 Asian Financial Crisis, we were worried that such a specific historical event would not resonate with international audiences. However, seeing that fans around the world were so deeply connected to this story helped ease our concerns.”
The actor downplays any direct connection between his extensive live performance experience, which has held more than 100 solo concerts and filled Tokyo Dome, and his film work. “There’s a misconception that having music in the background automatically makes it more expressive on screen, or that performing in a stadium with tens of thousands of people makes the cameras feel less intimidating, but that hasn’t been the case in my experience,” he says. “If anything, the only advantage is that it’s a little faster to figure out the choreography for action sequences. After all, they’re both meant to move people.”
Lee also branched out into the business side, founding O3 Collective, a company built on three principles: artist identity (“One”), originality of content (“Original”), and structured management (“Orbit”). But he insists this venture hasn’t fundamentally changed his project selection process.
“At my core, I’m still an actor, singer, and artist, and I’m focused on doing what I want to do,” Lee says. “The decision to form O3 Collective was driven by a desire to take greater responsibility for the work rather than shifting focus to another role.”
The company is run by a professional management team that is in charge of day-to-day operations, and Lee focuses on artistic works. “Looking to the future, we hope to bring together like-minded artists under the O3 Collective to create a space where we can collaborate and move forward with a common artistic mission,” he added.
Lee is currently filming “Veteran 3,” which marks another intentional risk in his trajectory. “As an actor, I always have a hunger for genres and characters that I have yet to explore. At this stage of my career, it is essential to take risks and take on new challenges,” he says. “That’s why I chose the villain for my next project, Veteran 3.”
In addition to the sequel, Lee has other projects planned, but details have not yet been revealed. When asked what role represents real change, he characteristically remains focused on constant reinvention rather than legacy management.
“It’s hard to predict what it will be like. Maybe that will be my role in ‘Veterans 3,'” he says. “Above all, my goal is to always reinvent myself. I hope that in every project, the audience sees a new and unexpected side of me, something distinctly different from the last.”
Lee’s brand partnerships include Dior, Godiva, Lotte Duty Free, Diageo, and he is currently a global ambassador for Berluti and Piaget. Alongside his group activities with 2PM, he continues to build a successful solo music career in both Korea and Japan, reinforcing his status as one of the most versatile artists of his generation across acting, music, and luxury branding.
