On October 2nd, Kingkong by Starship, Lee Dong-wook‘s agency, uploaded a video titled “Breaking News” on their official channel. The video featured a missing person poster of Lee Dong-wook with the caption “Breaking News! Actor Lee Dong-wook is gone!” immediately catching viewers’ attention.

Announcer Jo Jung-sik, playing the role of a special reporter, set the scene: “I heard that actor Lee Dong-wook disappeared. So I’m out in front of Kingkong by Starship, Lee Dong-wook’s agency. This really is pandemonium. I haven’t seen any fans looking for him yet, but I’m sure they’ll come soon.”

He continued, “Lee Dong-wook had a fan meeting poster shoot in Gapyeong, Gyeonggi Province. Then, he disappeared suddenly leaving a shadow behind. As of now, his whereabouts are unknown.”

The “investigation” then moved inside the agency, where Jo Jung-sik interviewed staff members. Their responses ranged from oblivious to comical. One staff member, when asked about Lee’s disappearance, replied, “I’ve never seen Lee Dong-wook”. When being asked, “Who’s your favorite artist in the company?”, she quickly replied, “IVE”. Another staff member, upon hearing the news of Lee Dong-wook’s disappearance, said, “This is the first I’ve heard of it,” and added, “I think one of our team members saw him. She said he was handsome and has a white face.”

Another employee quipped, “He usually has a meal after a commercial shoot. He likes Chinese food hot pot. He’ll come if he smells hot pot” 

The video took a humorous turn when Jo Jung-sik entered the fan meeting conference room. A staff member there suggested, “He’s a homebody, so he might be at home.” When asked about the impact on Lee Dong-wook’s upcoming fan meeting promotion, they deadpanned, “The promotion will stop,” eliciting laughter.

One Jo Jung-sik then pointed out, “There’s a calendar for Lee Dong-wook’s fan meeting in the back. It’s completely empty. Since Lee Dong-wook hasn’t appeared, there’s no schedule at all, and the staff are just playing around.” A staff member jokingly added, “But does the actor really have to come back?”

The video cleverly revealed itself as a promotional piece for Lee Dong-wook’s upcoming fan meeting. Jo Jung-sik concluded with a message to fans: “Now, you are our last hope. I want to find Lee Dong-wook, who always keeps his promises to fans. A long-awaited fan meeting will be held at Kyung Hee University Grand Peace Palace on November 2nd. If all of you come to that place, I have no doubt that we will be able to meet actor Lee Dong-wook again. Will we be able to meet at Lee Dong-wook’s fan meeting?”

This creative marketing approach has successfully built anticipation for Lee Dong-wook’s 25th anniversary fan meeting, scheduled for November 1st at Kyung Hee University Grand Peace Palace. The playful video not only showcases the staff’s sense of humor but also demonstrates the agency’s innovative approach to fan engagement.​​​​​​​​​​​​​​​​