eng trans: lovelifebeauty_
RUN & GUN
Like an engine racing toward the red zone, ATEEZ's San stood in front of the camera with that exact mindset.
The reason? The photoshoot concept was inspired by a car racer’s mood.
To express it properly, he didn’t just pretend - he gave it his all.
That goes for the stage as well. His attitude toward life is crystal clear.
He races toward the core & lets himself explode. There’s no room for doubt in that process.
- How was today’s shoot?
San: I felt great working with Arena and TAG Heuer. Most of all, I was happy to face various sides of myself through the shoot. I genuinely loved the outcome - not a single cut was wasted. It felt like a shoot that empowered the path I’m walking on.
- You said you saw many different sides of yourself — which ones stood out to you?
San: First of all, I tried nail art. (laughs) I don’t usually wear much eye makeup, but I did today. I also experimented with different hair textures. Those details felt very new. It was a shoot that made me realize - when done well, these styles can be really cool.
- Your gaze definitely changes in front of the camera.
San: It’s like flipping a switch. When it’s time to work - whether it's on stage or in front of a camera - a different version of me steps forward and does his best to embody the role. I think that naturalness gets captured by the camera. It’s not acting; it’s me fully accepting and expressing the role. These transformations feel natural and comfortable now.
- You seem to immerse yourself easily
San: I don't like pretending. It’s hard for me. So in that situation, I consciously tell myself “This is who I am" & focus. For this shoot, I imagined myself as a car engine revving up. The concept had a racer vibe, & since TAG Heuer is linked with F1, I personified a racecar & imagined that feeling. I love zeroing in & visualizing. If I’m not fully immersed, there’s a risk of disconnect for the viewer. I need to accept it completely so it can move others.
- Which shot left the biggest impression?
San: Honestly, every single cut looked so good, I can’t pick just one. And I don’t usually say things like this. (laughs) I’m usually quick to choose, but not this time. Maybe that’s why they added more cover options.
- That’s clear proof of how good the results were.
San: I took it as a sign that many people recognized and appreciated it. I’m thankful, and it made me want to take my next step even more diligently.
- What do you think made you the right person for this TAG Heuer campaign?
San: This shoot was something only TAG Heuer could pull off. Their watches are intricate and precise, but at the same time they give off a dynamic, wild vibe - even a rawness. I think combining that variety with my own energy created a unique synergy. Normally, when people think of a watch shoot, they imagine sleek suits. But we expressed something wild today.
- What does representing a brand mean to you?
San: It’s incredibly meaningful. Becoming the face of a brand is a once-in-a-lifetime opportunity. It leaves a mark on that brand’s history - and vice versa. TAG Heuer becomes part of my journey. Sure, there’s pressure, but I feel even more joy. I genuinely love the watch. I’m the type to fully use and cherish gifts, and I really loved this one.
- Speaking of watches - how are you spending your time these days?
San: ATEEZ is in an extremely busy season. We recently made it onto Billboard’s Hot 100, which means a lot more work and a lot more responsibility. There are fun moments in between, too. We’re also preparing for our world tour. Every day is busy and exciting, thinking about how we’ll show fans a new side of ATEEZ.
- What’s something new you’re planning to show in this tour?
San: We’ve changed the entire flow. At first, we questioned if changing the ATEEZ style fans had grown familiar with would be okay. But then we thought- when have we ever feared that? So we decided to go all in on our own color. Everything’s changed. Each mmbr even has a solo stage. In our 8th yr, we’re showing what we’re truly capable of. We’re saying, “Look what we can do. Look how good we are.” That’s what this concert will show.
- Is the version of San on stage different from the one off stage?
San: Definitely. On stage, I give it everything I have, like flipping on a switch. I want the people who come to see me to leave feeling it was worth it, so I pour my energy into the performance. Off stage, I spend time recharging. No one can live at 100% all the time. I go into power-saving mode so I can be at my best when I step on stage. Contrary to the sharp image people expect, I’m actually quite soft offstage.
- Many people say you’re incredibly hard-working.
San: Without hard work, I don’t think I’d be here. I think effort is my greatest talent. Even though the idea of effort can be subjective, I’ve worked hard enough to be proud of it. For me, “effort” is like a friend - always by my side. It’s the closest part of me, and I don’t think I’d exist without it.
- Consistency makes the biggest difference. What keeps you going?
San: I never asked others. Instead, I kept asking myself every night, “Are you truly satisfied with this? Is this the path you want to take?” If the answer in my head was “yes,” then I’d go for it - no hesitation. That’s why I’ve never wavered. I’ve struggled, but I’ve never lost my conviction. I still ask myself that question each night, & the answer is always clear. If you practice, you’ll improve. It’s hard, but I’m simple like that.
- Was there a moment when you felt you’d really grown?
San: I didn’t level up overnight. I climbed one step at a time, slowly. Then one day, I looked back and realized how many stairs I’d climbed. If you rise quickly, the air changes and you notice it right away. But when you go slowly, change feels natural. Still, there’s a long way to go, so I’m continuing steadily.
- You must have gained confidence from that realization.
San: Definitely. I love having that certainty in myself. I keep the same mindset: “I’m going to succeed no matter what.” I condition myself to believe that. That way I can keep going without doubt, doing what I’m good at.
- Believing in yourself is a major strength.
San: That’s how I’ve always been. My dad raised me to be that way - to be confident and unafraid. I always try things first, and even if I get criticized, I use that to push myself harder. I have the courage to be disliked. If something needs to be said, I say it. If something needs to be done, I do it. That’s why I think I’ve been able to live in a healthy way.
- You’re famous for powerful performances. So all that confidence must play a part.
San: Exactly. But before that, I practice a ton. I make sure I’ve practiced enough that I won’t feel embarrassed. Then when I get on stage, I believe I look great and perform confidently. It’s not pretending - I believe it’s who I am.
- That’s a big difference - not “trying” to look cool but believing you already are.
San: Right. It’s not an act. I just believe in myself and do it.
- You're busier now. How do you keep up the effort even with less time to practice?
San: I don't think practice only happens in the studio. I always have music playing and constantly do image training. If I need to choreograph, I think it through during the day - in the car, at home, wherever. If something comes to me, my body reacts. When I feel that, I follow the flow, and that's practice to me. So I practice naturally every day.
- When did that routine become second nature?
San: Since debut. I made up my mind to become No.1 From then until now, I've been practicing constantly - figuring out cool angles and good moves, mastering them. I learn from others, too. Showing what I absorbed is fun.
- What emotions do you want to convey through performance?
San: It depends on the concept, but the core is always the same: I want to have a positive impact. Whether someone’s worn out or just wants to feel happy, I hope watching my stage gives them energy for their next step. That’s my fundamental hope as an artist.
- You’re also known for emotional vocals. How do you balance that with intense dancing?
San: My vocal tone changes depending on the song. If a wild voice is needed, I provide it. If it’s a boyish tone, I sing that way. I’m grateful I can control my voice well. I study & try different approaches for every song.
- That’s real talent.
San: Actually, I used to think having multiple tones was a weakness. But over time, I realized being a vocal chameleon is a strength. It became part of my identity.
- Do you give support or receive it more?
San: I’ve received a lot before, but these days, the members rely on me more. They talk to me about worries, choreography, vocals. Reaching out takes courage. I’ve done it myself. Now they come to me, and I’m grateful. I try to respond with all my sincerity.
- Can you imagine what that “top” might look like?
San: I don’t want to define it too clearly. Even the greatest painters probably never thought they were the best. That’s what makes art beautiful - and fun.
- How do you feel when you look at your fans?
San: It's a tough question. Fans are people I'm deeply grateful for. They’re the foundation of my effort, and the driving force that keeps me going. Sure, I do this work for self-fulfillment, but there's a special feeling when others recognize your effort. When I know they’re watching, I find the strength to get up again, even when it’s hard. That makes me feel a mix of emotions - gratitude, love… Sometimes I wonder if this isn’t exactly what love is. Love is vast. They love me, and I love them. That’s how I see it.
- Final question - what makes someone a "cool guy"?
San: Someone with a strong backbone. Someone who doesn't break, no matter the storm. That's how I try to live. No matter how hard things get, I believe my core will remain unbroken. I don't think I'll ever break - no matter what comes.
