Singer Lee Ki-chan's pharmacy busking tour draws buzz — and concern

Singer Lee Ki-chan is making waves with a so-called "pharmacy busking" campaign, visiting pharmacies across the country to perform his signature song "Cold" to promote a new single.

According to the pharmaceutical industry, Lee has performed this month at pharmacies in Chuncheon, Seoul, Daejeon, Chungju and Incheon.

A performance schedule he posted on Instagram shows additional busking stops planned through the end of this month in Daegu, Busan and Incheon.

Lee released "Cold (2026)," a remake of his 2002 hit "Cold," last month and launched the pharmacy busking campaign as a promotional concept inspired by the song's title.

Lee appeared earlier on "You Quiz on the Block," a tvN variety program hosted by Yoo Jae-suk.

"I thought it would be fun to connect pharmacy busking with 'Cold,' and the response was great," he said on the show. "The fact that I'm sitting here seems to have caused quite a stir on social media."

He added that the pharmacy busking had even earned him the nickname "Gamgichan" — a play on the Korean word for cold — and that he plans to continue the pharmacy performances until the flu vaccination season wraps up.

One online commenter who attended his Chungju pharmacy performance said, "It was really great to listen from such a close distance."

Another commenter, referencing Lee's other hit "The Beauty," asked him to "do a dermatology clinic or hair salon tour instead of pharmacies."

In announcing his pharmacy busking schedule, Lee said promotional inquiries were welcome and that the performances would be conducted in compliance with the Pharmaceutical Affairs Act and other relevant laws.

Some pharmacists, however, have voiced concern.

The worry is that pharmacy busking could effectively serve as advertising for specific pharmacies. Enforcement rules under the Pharmaceutical Affairs Act prohibit pharmacy operators from soliciting consumers or patients to attract business.

Local public health centers have determined that pharmacy performances could constitute illegal patient solicitation.

In addition, some have argued that as certain large pharmacies have recently begun hiring celebrities as advertising models, the time has come to discuss whether and to what extent celebrity marketing by pharmacies should be permitted.

Lee debuted in 1996 and is now in his 30th year as a singer. His hits include "Love Goes Again," "Cold" and "The Beauty."