Lee Ki-chan Tours Pharmacies Nationwide, Singing “Cold”—Could He Face a Complaint Over Illegal “Patient Solicitation”?

[Financial News] Singer Lee Ki-chan is drawing attention with so-called “pharmacy busking,” singing at pharmacies across the country in an idea inspired by his signature song “Cold.” Online, many have praised the fresh concept, but pharmacists are voicing concerns that it could end up becoming a way to attract customers to specific pharmacies and promote medicines.
According to people in the pharmaceutical and medical industries on the 18th, Lee has visited pharmacies in cities across the country—including Seoul, Chuncheon, Daejeon, Chungju and Incheon—since the start of this month, giving mini live performances. The promotional performances were conceived to build on the song title’s connection to pharmacies, following the release last month of “Cold (2026),” a new take on his 2002 hit.
The unusual performances drew an enthusiastic response from the public. Appearing on tvN’s “You Quiz on the Block” on the 14th, Lee said, “I thought it would be fun to connect pharmacies with the song ‘Cold,’ and the response was explosive.” He added, “I even got the nickname ‘Gamgichan,’ and I plan to continue the tour until flu vaccination season ends.”
Fans also voiced enthusiastic support, calling it “a refreshing experience to hear live music in front of a pharmacy’s dispensing area” and saying, “Next, please tour dermatology clinics or beauty salons with your hit song ‘Beauty.’” He has additional dates scheduled in Daegu, Busan, Incheon and elsewhere through the end of this month.
However, pharmacists and health authorities are not looking favorably on the performances. Critics say that performances inside pharmacies could potentially constitute “inducing patients or soliciting customers,” conduct prohibited under the Pharmaceutical Affairs Act.
Article 44 of the Enforcement Rule of the Pharmaceutical Affairs Act strictly prohibits pharmacy operators from unfairly attracting patients or consumers by using banners, touts, giveaways and similar means. Local public health centers and other authorities have reportedly issued official interpretations that live performances by famous entertainers inside stores could be viewed as marketing intended to encourage purchases of medicines or draw patients to particular pharmacies.
The Korean Pharmaceutical Association is also wary of potential side effects, apart from the performances’ stated cultural purpose. An association representative said, “We are not opposed to singers’ cultural activities in themselves,” but noted, “There is a considerable risk that celebrity performances inside pharmacies could be misused to attract customers or promote medicine sales.” The representative added, “Some of the venues where performances have been held are large warehouse-style pharmacies that the association has raised concerns about over the risk of drug misuse and overuse,” and criticized the practice, saying, “Medicine is not something to encourage people to consume in bulk like a consumer product; proper guidance on how to take it must come first.”
Lee’s representatives say notices announcing the busking schedule state that it will be conducted in strict compliance with the Pharmaceutical Affairs Act and other relevant laws, and that they intend to prevent any potential legal violations. Meanwhile, Lee was appointed an ambassador for a flu prevention campaign at Gangwon National University Hospital on the 12th and has also been taking part in public-interest campaign activities, including giving a free performance in the hospital lobby.
[email protected] Moon Young-jin Reporter