Lee Seo-jin Tricked Na PD’s Crew Into $300 Shopping Sprees on New Netflix Show

Lee Seo-jin and Na Young-seok are back together — and this time, they are taking their famously chaotic chemistry to Netflix. The streaming giant premiered "Lee Seo-jin's Dalla Dalla" on March 24, marking Na Young-seok PD's first full-scale Netflix original variety series and one of the most anticipated Korean entertainment releases of the year.

At a press conference held at CGV Yongsan I'Park Mall in Seoul on the morning of the premiere, Na Young-seok PD, co-director Kim Ye-seul PD, and Lee Seo-jin himself sat down to share behind-the-scenes stories from their unscripted American adventure — and Na PD wasted no time dropping bombshells about his longtime collaborator's shopping habits.

Na PD Exposes Lee Seo-jin's Forced Merchandise Strategy

"Since this was a trip built around Seo-jin hyung's personal tastes, we ended up at all kinds of places he loves," Na Young-seok explained during the press conference. "But what I didn't expect was the forced merchandise purchases. He would take us to these shops and basically guilt-trip everyone into buying things. People ended up spending $300 each on some of these stops."

The revelation drew laughter from the audience, but Na PD wasn't done. He described how Lee Seo-jin would convince the crew members that certain items were "trending" or "must-haves," essentially persuading them into opening their wallets. "He would say things like 'you're popular now, you should dress the part,'" Na PD added with a grin, calling out Lee Seo-jin's shopping persuasion tactics as one of the show's unexpected highlights.

Lee Seo-jin, sitting nearby with his trademark deadpan expression, didn't deny the accusations. The actor has long been known for his dry humor and blunt personality, traits that have made him one of Korea's most beloved variety show personalities despite — or perhaps because of — his reluctance to play the traditional entertainer role.

An Unscripted Texas Road Trip With Zero Plans

"Lee Seo-jin's Dalla Dalla" follows a simple but ambitious premise: Lee Seo-jin, a self-proclaimed "Texas devotee" who considers the Lone Star State his second home, takes Na Young-seok and his production team on a completely unscripted road trip across Texas. There are no set itineraries, no pre-planned segments, and no scripts. Just Lee Seo-jin leading the way through the places he genuinely loves.

The show's format represents a deliberate departure from Na Young-seok's previous travel variety hits on tvN. By moving to Netflix, the production team had the freedom to adopt a more raw, documentary-style approach. According to Netflix's official description, the series "carries the raw, unfiltered vibe of an American road trip" where Lee Seo-jin "travels around leisurely, almost as if he's just strolling through his neighborhood."

Na Young-seok elaborated on why Lee Seo-jin was the perfect partner for this particular project. "There's no better guide than Seo-jin hyung," he said. "The reason he's so loved on variety shows is that he's completely unfiltered. He doesn't put on a performance or try to be funny — he's just authentically himself. That kind of genuine personality is exactly what makes for compelling unscripted content."

Chemistry Described as a Romantic Comedy

Co-director Kim Ye-seul PD offered perhaps the most entertaining description of the duo's on-screen dynamic. "Watching the footage, it felt like a romantic comedy," she said, drawing surprised laughter from the press. "Na PD is like the bubbly, energetic female lead, and Lee Seo-jin is the cynical, cool male lead. The chemistry that comes from their years of working together — it's something you can't manufacture."

The comparison speaks to the unique relationship the two have built over more than a decade of collaboration. From "Grandpa Over Flowers" to "Youn's Kitchen" to "Seojin's" — the Na PD-Lee Seo-jin partnership has become one of Korean entertainment's most reliable and beloved pairings. Each new project reveals a different facet of their dynamic, and "Dalla Dalla" promises to be the most intimate look yet at how the two interact when all the production scaffolding is stripped away.

Kim Ye-seul added that she found the editing process genuinely enjoyable because of the natural rapport between the two. "The long years together create this chemistry that just flows," she said. "I kept thinking, so this is what real chemistry looks like. It was a pleasure to work with."

Na Young-seok's Netflix Era Begins

"Lee Seo-jin's Dalla Dalla" holds special significance as Na Young-seok PD's definitive entry into the Netflix original space. While the legendary producer has dominated Korean terrestrial and cable television for over a decade with hit after hit, the move to a global streaming platform signals a new chapter in his career. The show premiered worldwide simultaneously on March 24, giving international audiences direct access to Na PD's signature brand of warm, character-driven variety content.

The timing is strategic. Netflix has been aggressively expanding its Korean variety content catalog in 2026, recognizing the global appetite for Korean entertainment beyond dramas and films. Na Young-seok's involvement lends instant credibility and viewer trust to the platform's variety lineup.

For Lee Seo-jin, the project represents another evolution in a career that has increasingly leaned into variety entertainment. The actor, who first gained fame through K-drama roles, has become arguably more recognized internationally for his variety appearances — a transformation that Na PD has played no small role in facilitating.

What to Expect From Dalla Dalla

Beyond the merchandise shopping sprees and road trip adventures, "Dalla Dalla" promises moments of genuine discovery and cultural exploration. Lee Seo-jin's deep personal connection to Texas means the show goes beyond typical tourist destinations, diving into local experiences and hidden gems that only a true enthusiast would know about.

The title itself — "Dalla Dalla," meaning "different different" in Korean — hints at the show's core appeal: everything about this trip is unlike anything Na PD's team has done before. Different country, different format, different platform, and a refreshingly different energy from the producer-actor duo that Korean audiences thought they already knew inside and out.

"Lee Seo-jin's Dalla Dalla" is now streaming on Netflix worldwide. With the combination of Na Young-seok's proven production instincts and Lee Seo-jin's effortlessly compelling screen presence, the show is poised to become one of 2026's standout variety offerings — and potentially the project that introduces Na PD's magic to a truly global audience for the first time.