Yeonjun serves us some Ice Cream

Partizan director Erik He's latest film for Yeonjun's Ice Cream is built around the idea of a situationship, a relationship that exists in the space between friendship and love. 

Two people are drawn to each other, yet neither their feelings nor their commitment are clearly defined. They constantly move closer and further apart, never fully arriving at a conclusion. This emotional tension is expressed through the contrasting sensations of melting and brain freeze, using ice cream as the central metaphor.

Director He had this to say about the film: “The vision for Ice Cream was to explore a fresh approach to K-pop while staying true to the genre’s strengths. I wanted to embrace more composed, elevated imagery without sacrificing the energy of the choreography or Yeonjun’s natural charisma. 

The idea of brain freeze became the conceptual foundation for the film, inspiring both the use of slow motion and the concept that something sweet can still carry a sense of pain. That tension shaped the visual language throughout, moving between precise, static compositions and more handheld, chaotic moments. Set pieces like the cascading water steps and the different rooms were also designed to reflect the track's playful, addictive rhythm."