Jun's breakout film was comedy "My Sassy Girl", a tale of a gullible college student and his slightly unhinged girlfriend. Jun's "sassy, loud, and domineering character while also embodying traits of a pure-hearted girl" ran contrary to gender norms in Asia. The film became the highest grossing Korean comedy of all time in Korea and also spent two weeks at No. 1 in Hong Kong, launching Jun into pan-Asia stardom as one of the biggest Hallyu stars in the Chinese-language market. The huge success of "My Sassy Girl" also solidified Jun's domestic popularity, and she was given the title of the "Nation's First Love". Jun's growing popularity resulted in many companies requesting her endorsement. She also won the Best Actress award at the 2002 Grand Bell Awards.