Lee Jun-ho on ‘Cashero’ success, ‘Veteran 3’ villain role

Lee Jun-ho controls the pivot. Fresh off the Netflix superhero series “Cashero” – which reached No. 2 worldwide and reached the Top 10 in more than 70 countries – the K-drama star plots 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 purposefully 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 reaching No. 1 worldwide 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 composite characters with sharply defined roles and a strong sense of gravity,” says Lee. Variety. “With ‘Cashero’ I wanted to distance myself from that.”

The series offered Lee the opportunity to explore a grounded protagonist that resonated with Korean audiences while maintaining global appeal. “He is someone you meet in real life in Korea,” he explains about his character Kang Sang-woong. “He’s an ordinary guy who saves to buy a house, but the irony is that he ends up using that same money to save people with his powers. Unlike conventional superhero stories, his abilities come at a very real cost: every time he uses them, he literally has to pay a price.”

The international response exceeded expectations, especially the grassroots involvement in all markets. “I saw memes where fans from different countries held up their own coins, as if offering them to Sang-woong so he could use his powers,” Lee says. “It was really cute and endearing to see everyone participating in that challenge.”

Lee’s awareness of balancing Korean specificity with universal themes has evolved on his Netflix slate. While “The Red Sleeve” drew deeply from the history of the Joseon Dynasty, “King the Land” was positioned as accessible viewing for international markets.

“While I would love to receive global recognition for each project, I am acutely aware that not every story would be a global hit,” he notes. “For example, ‘Typhoon Family,’ set during the 1997 Asian financial crisis, I was concerned that such a specific historical event might not resonate with foreign audiences. But because fans from around the world felt so deeply connected to the story, I was able to put my concerns to rest.”

The actor downplays any direct connection between his extensive live performance experience (he has given more than 100 solo concerts and sold out the Tokyo Dome) and his film work. “There’s a misconception that a background in music automatically makes you more expressive on screen, or that performing in a stadium in front of tens of thousands of people makes the camera less intimidating, but that hasn’t been my experience,” he says. “The only advantage is that I might pick up the choreography of an action scene a little faster. Ultimately, both are aimed at moving people’s hearts.”

Lee has also turned to business, founding O3 Collective, a company built on three principles: artist identity (“One”), originality in content (“Original”) and structured management (“Orbit”). However, he claims the company has not fundamentally changed its project selection process.

“At my core, I am still an actor, singer and performer, and I focus on the work I want to do,” says Lee. “The decision to establish O3 Collective was driven by a desire to take on a greater sense of responsibility for the work, rather than a shift to a different role.”

The company is run by a professional management who handles the day-to-day operations while Lee concentrates on his artistic output. “Looking ahead, I would like 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 intentional risk in his trajectory. “As an actor, I have a constant hunger for genres and characters that I have not yet discovered. At this stage of my career, taking risks and taking on new challenges is essential,” he says. “That’s why I chose a villain for my next project, ‘Veteran 3.’”

In addition to that sequel, Lee has another project planned, although the details remain under wraps. When asked what kind of role would signal a real shift, he characteristically remains focused on constant reinvention rather than managing existing processes.

“It’s hard to predict what that would look like; maybe it will be my role in ‘Veteran 3,'” he says. “My goal above all is to consistently reinvent myself. I hope that with each project the audience sees a new and unexpected side of me, a side that clearly stands out from the previous one.”

Lee’s brand partnerships include Dior, Godiva, Lotte Duty Free and Diageo, and he currently serves as a global ambassador for Berluti and Piaget. In addition to his group activities with 2PM, he continues to build a successful solo music career in both Korea and Japan, cementing his position as one of the most versatile artists of his generation in the fields of acting, music and luxury branding.