San has done it again. Back in November 2024, his suits-and-power-moves era for ‘Ice on My Teeth’ earned him the nickname “Grand Duke of the North” (yes, like the brooding lead of a romance-fantasy web novel). Now he’s back with Latin-flavored beats and a sun-kissed tan, and fans have officially crowned him the “Grand Duke of the South.”
His gold-shirt scene in the MV and this sleeveless music show stage blew up as the “we’re all done for” part, and the parodies and reaction videos haven’t stopped since. On Instagram and TikTok, people are filming themselves freezing mid-chores or overfilling a glass of water while watching San. The clip even broke out of the fandom bubble, with viewers in their 30s and 40s who don’t usually watch idol content sharing it too.