K-Dramas and K-Pop acts have always held some international sway, even before the age of 'Gangnam Style', BTS, and "Parasite". Big as these names may be, there has always been a warm sentiment geared towards Korean entertainment from long-time audiences. However, due to language barriers and general accessibility, it was always difficult to tap into the various types of content out there.
This is especially true for Korean variety programs, hosted through local broadcast networks like SBS, MBC, KBS, and the like. While K-Variety shows have always been a big factor propelling the Hallyu wave, for international fans, it would always lie on the shoulders of dedicated subbing teams, made up of fans rather than employees of a company. And despite their enthusiasm, sometimes only portions of a program would be covered or highlights featuring a fandom's favorite celebrity. For those wanting to watch these K-Variety programs in their entirety, it had the potential to become a strenuous effort and take hours of searching to discover a subtitled episode.
However, with the globalization of the Hallyu wave, even K-Variety is changing, extending past the walls of broadcast stations and reaching the homes of millions worldwide.
This has been a slow, yet steady transformation, only picking up speed with the inclusion of fast form media like TikTok, Instagram Reels, YouTube Shorts, and the like.
Original K-Variety Formula
Even with the success of Korean-based programs such as "Squid Game", "The Glory", and such, that does not mean everyone has explored every form of K-Content available. If this is you, you might be asking, "What is K-Variety"?
KBS
K-Variety is a catch-all term that describes a certain sub-class of Korean entertainment. It includes everything from dating programs, game shows, music talk shows, and much more. Overall, what makes a variety program so special is its unscripted nature that everyone in the family can enjoy. Previously, the K-Variety experience came solely in the form of broadcasting station produced programs like "X-Man", "Star Golden Bell", and "Love Letter". These shows boomed in popularity in the early 2000's, becoming the backbone of the modern K-Variety programs we see today.
Some of the earliest iterations of variety programs were essentially game shows. They put their guests in various situations and had them complete a number of different missions. The cast would participate in a series of games in both individual and team settings, providing hilariously comedic reactions and sometimes heart-fluttering chemistry that had thousands at home fully invested week after week.
Although it might be difficult now to find a recording of these iconic shows, there are various clips floating across the Internet. In particular, SBS has uploaded various videos of "X-Man" onto YouTube so that both longtime and newer fans can appreciate some of its most iconic moments. These shows left a mark on the Korean entertainment world that are still fondly remembered and celebrated today.
Change In K-Variety Production
The K-Variety space was originally defined by a multitude of different games and quizzes, conducted in the confines of a well-lit and controlled studio setting. However, CJ ENM remarks that "Infinite Challenge" initiated an enormous change in the approach of these programs, how they are filmed, and the different territories they can explore.
The MBC program took viewers outside of the recording studio and into real life settings, tackling a new landscape of "visual delights, including emotional moments, wilderness adventures, and mukbang." And during its widely successful run, it proved that under the right situations and with the right cast, these unscripted moments could become a gold mine of content that audiences were bound to love.
SBS
Long gone are the days where K-Variety programs simply focused on quizzes and games. Now, it features a larger umbrella of programs ranging from semi-serious talk shows to hilarious antics of say "Running Man" and "Two Days One Night". While keeping the core foundations of "Infinite Challenge" and the programs that came before, they adapted to the times, reaching international acclaim. And despite the lack of true resources to watch these shows on a weekly basis, fans continued to scour the internet for the most accurately subtitled episodes.
Astounding Global Success And The Arrival Of Netflix
Fox
Despite accessibility issues, long time fans have always found a way to watch their favorite K-Variety shows, even if they must resort to 3 minutes or under clips. However, following the explosion of the Hallyu wave, Korean entertainment was able to exert a firm grasp on audiences on an international level. And it so happens that the viewers of these shows included some big names. Producers, directors, and other staff from outside of Korea realized the success of K-Variety, creating different versions of highly popular variety shows. Because of this, we now see Fox's "The Masked Singer", the American version of "The King Of Masked Singer" and "Keep Running", the Chinese version of "Running Man".
And it wouldn't be too long until Netflix entered the mix. The streaming giant has upped its game in unscripted variety K-Content, from the widely popular dating show series "Single's Inferno" to the thought provoking "The Devil's Plan".
Netflix
Netflix
These programs, and many more, managed to enter the Top 10 TV shows of the platform for numerous weeks. With the success of these programs, Netflix was setting a new standard of Korean variety, providing worldwide access. In this way, Netflix showcased the evolution of K-Variety culture, making the days of scouring the web for episodes and subtitles a thing of the past. Now, variety programs have arrived at the tip of our finger tips, in various genres and new forms of entertainment.
Korean Variety For The Masses
The success of Netflix seemed to ignite a flame under Korean productions houses, as they worked tirelessly to get new types of K-Variety to the masses. They would turn their eyes to the unexplored side of YouTube and unearth a brand new form of storytelling and variety content. Although backed by a smaller staff, celebrities became the host of YouTube series, receiving international acclaim.
From "Wassup Man" to "Showterview", these programs were some of the first to truly explore the YouTube space with their first uploads dating back to 2018 and and 2020 respectively.
Wassup Man YouTube Screenshot
Mobidic YouTube Screenshot
With their slow and steady rise into the limelight, even more shows started to appear, popping up as recommended videos for K-Entertainment enthusiasts worldwide. Now, there's a wide selection of shows to choose from, including "JaeFriends", "Salon Drip", and "Pinggyego".
With these program's constant improvement and the rapid growth of the scene, even longstanding broadcasting companies have started to make a stake within the YouTube variety space. Programs like "EunChae's Star Diary" and "Dex's Fridge Interview" are led by notable Korean celebrities, ranging from TV personalities to loveable idols who previously only graced music show stages. And it doesn't seem like the production of new YouTube variety programs will stop any time soon.
So what does this mean for the current landscape of K-Variety?
With accessibility no longer being an issue and content made for a global audience, it seems the Hallyu wave is far from over. Now, stars are provided with even more opportunities to meet with their fans and show a more authentic version of themselves through these web programs. Being a celebrity was often riddled with the pressure of being this perfect individual, however, with the help of these variety shows, perception is sure to change, not only among both Korean netizens and a global fanbase. Another thing to note is that the numbers don't lie.
119 YouTube Screenshot
With some episodes reaching upwards to a million or more views, the future of web variety is bright, with countless more opportunities and ventures to be explored.
Are you a fan of K-Variety? What do you think about the major increase in web variety over the years?
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