As the global entertainment landscape evolves, cultural critic Jung Duk-hyun asserts that the key to success for Korean variety shows lies in their ability to evoke universal resonance, shaping a narrative that transcends cultural boundaries and captures the attention of audiences worldwide.
Speaking at a recent lecture titled ‘Variety Content Review and Prospects,’ hosted by CJ ENM, Jung took the podium and expressed his views on the current state of Korean variety shows. He remarked, “Korean variety shows are currently in a transitional period, as the landscape shifts from traditional terrestrial broadcasting to OTT platforms.”
Highlighting the importance of creating content that resonates universally, Jung said, “To capture the world’s attention, Korean content creators need to utilize themes that everyone can empathize with.”
“Producing content that emphasizes regional distinctiveness remains viable even after Korean variety shows have secured a position in the global market,” he added.
Jung pointed to ‘non-verbal’ as one of the key universal themes. He said the success of variety shows that transcends linguistic and cultural barriers, allowing viewers to understand the content intuitively, has become evident in recent examples.
One notable example is the global chart-topping show ‘Physical: 100,’ unveiled by Netflix earlier this year. This show, which secured the top spot in global viewership rankings shortly after its release, features 100 participants with exceptional physical abilities competing in a survival setting.
Another successful example is ‘Gym Jong Kook,’ honored with the Entertainment Award at this year’s Baeksang Arts Awards. The show, hosted by the renowned singer Kim Jong-kook, explores how to achieve an impressive physique, sharing the singer’s firsthand knowledge on building a fit body through personal experiences.
In the realm of non-verbal shows, dating shows have long been dominated, creating shows where people connect through universal emotion - love. Korean dating shows, in particular, have gained popularity by using a slow-paced storytelling technique that focuses more on romance than sexual content. This romanticism is rarely seen in Western cultural contexts, making these shows unique even among similar programs worldwide.
While dating shows continue to dominate the non-verbal entertainment market, Jung noted that the emergence of physically-oriented shows offers valuable insights into determining the ‘next big theme’: the current collective mood.
“This shift is a reflection of the broader societal conditions, particularly the challenges brought about by the pandemic,” he explained, adding, “Amid the prevailing economic downturn, where attempts to alter the trend appear futile, physically-oriented shows play a crucial role in helping viewers recover lost motivation and instill confidence in their capacity to enact positive changes through personal efforts.”
“Given the prevailing anxiety and uncertainty, entertainment that can bring tangible changes to reality, like motivating individuals to start exercising, is likely to continue gaining popularity in the foreseeable future,” he said.
