Lee Ki-chan Reveals Why He Started Pharmacy Busking to Promote 'Cold (2026)' on 'You Quiz on the Block'

Singer Lee Ki-chan finally explained how his viral ‘pharmacy busking’ came to be during the October 14 episode of tvN’s ‘You Quiz on the Block.’

According to the original News1 report, Lee appeared on the show as a ‘You Quizer’ after becoming a hot topic for popping up at pharmacies across the country to sing his hit song ‘Cold.’ The once-famous 2000s ballad prince is now better known as the ‘pharmacy singer.’

Lee revealed that the stunt was his own idea. After releasing ‘Cold (2026)’ this year, he brainstormed promotion concepts and landed on connecting ‘cold’ with ‘pharmacy.’ He added that performance stages are getting scarcer these days, so unless he promoted the song himself, the public would never hear about it.

“I can’t quite feel it, but just being here feels like proof that this has become a huge deal,” Lee said, expressing amazement at making it onto the show.

The notoriously introverted singer — even Yoo Jae-suk, once his agency mate, was surprised by the transformation — studied other buskers’ street performances and personally contacted pharmacies to secure spots. Early on, he shrank under cold stares he had never experienced before, but these days he draws crowds big enough to sing along in chorus.

Pharmacies nationwide are now flooding him with performance requests, expanding his busking into a national tour. He has also picked up the nickname ‘Gamgichan’ and even received ad offers from pharmaceutical companies.