Viral performances and a provocative gaze have made him a stage standout, but his rise was built on persistence.
It takes only a few seconds for Ateez’s San to command attention in “Bad.”
Near the end of the group’s latest music video, the 27-year-old tilts his body sideways, then snaps his upper body to the song’s Brazilian funk beat. With powerful movements and a provocative gaze, the fleeting sequence has become one of the most replayed moments of Ateez’s latest promotions.
Clips of the performance have swept across short-form platforms since Ateez released its 14th EP, “Golden Hour: Part. 5,” on June 26, helping the group gain renewed traction in Korea after years of enjoying greater popularity overseas.
The Rise of the Dukes: Viral Moments & Nicknames
At the center of the attention is San, a familiar face to fans who have watched his performances go viral time and again.
During promotions for “Ice On My Teeth” in November 2024, San’s physique, choreography and stage persona earned him the nickname “bukbu daegong,” or “northern duke” — a stock character in Korean romance-fantasy web novels typically portrayed as a powerful aristocrat ruling over a cold northern territory.
This time, with tanned skin, sleeveless styling and choreography set to Latin-inflected rhythms, fans have given him another nickname: the “southern duke,” or “nambu daegong.”
From Namhae to Global Stage: San’s Journey of Persistence
Beyond the playful nicknames, San hails from Namhae-gun, South Gyeongsang Province, a small coastal county at the southern tip of the Korean Peninsula. He has become a source of pride for his hometown as the first person from the county to achieve mainstream success in the entertainment industry.
But 10 years ago, there was little to suggest that the boy from Namhae would one day become one of K-pop’s most recognizable stage performers.
San first appeared on JTBC’s idol survival program “Mixnine” as a KQ Entertainment trainee in 2017, but failed to attract significant attention and was eliminated relatively early. He debuted with Ateez the following year, in October 2018, and gradually developed into one of the group’s most recognized performers.
“Looking back, I think the feedback and criticism I heard then made me stronger,” San said in a July interview with Edaily, referring to criticism he received during his trainee days. “I practiced every day with the determination to prove myself through results and to work hard enough that I would have no regrets.”
Mastering the Stage: San’s Performance Philosophy
That persistence became central to his identity.
Choreographer Lia Kim noted San’s unusual flexibility before his debut, suggesting on Mnet’s “Code Name is Ateez” — Ateez’s predebut documentary from 2018 — that he “could become a central figure in the group’s performances.” Over time, he developed a style defined by powerful choreography and dramatic facial expressions.
“I tend to pay attention to every movement in order to properly convey the emotion of a song,” San told Edaily about the recent booming response to “Bad.” “I was really grateful that people seemed to recognize those efforts.”
His individual fancams have consequently drawn millions of views. As of Tuesday, his performance of “Bad” on SBS’ “Inkigayo” gathered up to 2.78 million views, while his performance video set to Imagine Dragons’ “Warriors” has amassed nearly 7.9 million views. San said in a 2023 livestream that he choreographed and planned the video himself as he “wanted to create something he could personally feel satisfied with.”
Beyond Dance: Showcasing Vocal Prowess
Yet, San’s reputation as a powerhouse dancer can obscure another side of his role in Ateez: his vocals.
A practical music major at Korean Arts High School, he said in a livestream in October 2021 that he taught fellow members how to build harmonies during their trainee days. Ateez producer Eden was quoted in 2022 praising San for having a voice capable of “expressing a song” while remaining stable through demanding choreography.
San has also showcased that versatility through song covers that are toned down compared to Ateez’s usual music, including “Breathe” by Lee Hi, “Moondance” by Michael Buble and “Dear Name” by IU with fellow Ateez member Jongho.
The Power of Effort: San’s Guiding Principle
Between dance and vocals, however, San does not see natural ability as his greatest strength. He sees effort.
“I think my greatest talent is effort,” he told Arena Homme Plus during an interview in August 2025. “Effort is like a friend I always keep by my side. Without it, I don’t think I would exist.”
Ateez’s San: Quick Profile
San, whose real name is Choi San, is the lead vocalist and main dancer of the eight-member K-pop boy group Ateez under KQ Entertainment. Born on July 10, 1999 in Namhae-gun, South Gyeongsang Province, he became the first K-pop idol to come from the county and has served as its promotional ambassador since 2022.
Before debuting, San appeared on JTBC’s 2017 idol survival program “Mixnine” as a KQ Entertainment trainee but failed to attract attention and was eliminated early. He debuted as a member of Ateez in the following year and became known for his powerful stage presence and expressive performances through both vocals and performances.
In 2024, San gained widespread attention for his performance of Ateez’s “Ice On My Teeth,” which earned him the nickname nickname “bukbu daegong,” or “northern duke.” With “Bad,” fans have given him another nickname to go with his tanned skin and sleeveless styling: the “nambu daegong” or “southern duke.”
