Despite cherry blossom season coming to a close, audiences everywhere can still feel that spring-like bliss through the web novel based K-Drama, "Lovely Runner". Nearing its halfway mark, the show has become an undeniable source of serotonin to viewers across the globe. It's shaping up to be the perfect pick-me-up for the start of the week.

The drama is led by Byeon WooSeok and Kim HyeYoon, with N.Flying's Lee SeungHyub and Song GeonHee. It follows the story of Ryu SeonJae (Byeon WooSeok), a dearly beloved celebrity who has mesmerized since his debut. He meets Im Sol (Kim HyeYoon), his dedicated supporter who was comforted and healed through SeonJae's music. After something tragic happens to Ryu SeonJae, Im Sol finds herself thrust back 15 years in the past where she meets SeonJae's 19-year-old self as a fellow schoolmate. She makes every effort to alter the future and ultimately save him from a tragic fate.

Swooning story of romance aside, it tackles real life issues and showcases amazing chemistry between characters, all with a cast who are able to masterfully pilot their role to perfection. And as one looks directly at Kim HyeYoon, you're able to see an actress who remains at the top of her game and only seems to improve as her career progresses forward. She's been a delight to watch, making everyone feel a swarm of butterflies appear in their chest.

Considering the success of "Lovely Runner" so far, the actress is set to top the search engines and trend on social media even after the finale episode.

A Welcomed Comeback

tvN

Prior to the premiere of "Lovely Runner", Kim HyeYoon was absent from the K-Drama space for nearly three years. But now that she's returned to television screens, fans can't help but express their joy all across social media far and wide. Audiences are glad to once again witness Kim HyeYoon's naturally bright demeanor that also reveals itself through her portrayal of Im Sol. Moving back and forth between past and present, the actress shows that she's a master at her craft, a quality that has been worked on and refined since her humble debut.

The time she's spent away from the limelight certainly did not take away from her skills whatsoever, as she's still extremely skilled while remaining a much needed source of sunshine behind the scenes. Her ability to switch between the two modes speaks to her ability as an actress and that even a small break cannot deter her from putting on the best performance possible, immersing fans into yet another award-winning hit.

tvN

Her comeback with Im Sol seemed like the perfect move, as the character truly feels like an extension of Kim HyeYoon's sunshine-like persona herself. However, she's also able to make audiences feel crushingly sad heartache, a fear of losing someoen you love, and a hesitancy that would prevent anyone from acting upon their heart. Kim HyeYoon makes you sympathize for her character, while also hoping she doesn't lose her dazzling shine.

A Storied Career That Elevated Her Status As An Actress

Kim HyeYoon made her official debut through "Samsaengi" in 2013 and in the following year, gained attention for her appearance in "Bad Guys". And while some might think this is where the actress truly hits the ground running and she decides to shift her focus towards academics, attending the prestigious Konkuk University. While attending school, she was able to procure numerous guest roles in widely recognized dramas. Some of these series include "Doctors", "The Legend Of The Blue Sea", "Goblin", and "Let's Eat Season 3". While she participated in smaller roles, audiences quickly became accustomed to seeing Kim HyeYoon on the screen, excited for the moment she'll receive her big break.

After finally finishing her schooling, Kim HyeYoon was ready to audition for bigger roles. The first role that she landed in pursuing this endeavor was as Kang YeSeo in the highly acclaimed "Sky Castle".

Unlike the bright and bubbly Kim HyeYoon that we're so accustomed to, Kang YeSeo's academic excellence served as a double-edged sword which became even harsher under the pressure of her highly critical parents and pressure to achieve perfection. "Sky Castle" showed the dark side of the education system and how many students are pushed to the point of exhaustion in order to enter one of the most prestigious universities in South Korea.

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"Sky Castle" served as one of Kim HyeYoon's most prominent stepping points, and still manages to retain its popularity today. Netizens continue to show "Sky Castle" favorably interest even in the past year when countless more series have premiered to raving success. Shortly afterwards, she was able to land yet another memorable main role in "Extraordinary You" (2018), which featured a cast of then rising stars in RoWoon, Lee JaeWook, Lee NaEun, Kim YoungDae, Jung GunJoo, and Lee TaeRi. Kim HyeYoon's acting was spectacular throughout the series. Then there was her chemistry with RoWoon that created waves of butterflies all throughout your stomach.

Even in the past year, it continues to remain a dearly beloved series among the K-Drama community worldwide as they continue to show it interest until today.

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Kim HyeYoon would then continue proving herself through "Secret Royal Inspector & Joy" (2021) and "Snowdrop" (2021). Then before briefly stepping away from the spotlight, she made an appearance in "Cleaning Up" in 2022. These iconic K-Dramas continued to raise the bar of what audiences could expect out of Kim HyeYoon's acting. There was no doubt in anyone's mind that she was a marvelous talent, capable of taking on a myriad of different roles.

Current Ratings Of "Lovely Runner"

Nielsen Korea

In just three weeks, "Lovely Runner" was able to earn 3.946% ratings for its most recent episode, according to Nielsen Korea. Compared to the 3.176% of its first episode, the slow and steady increase showcases the drama's potential to take off even further. And part of the drama's success can be owed to Kim HyeYoon's acting prowess. Watching her pilot Im Sol as she navigates her relationship with Ryu SeonJae has offered a number of different experiences. Witnessing Kim HyeYoon's acting prowess acts as a form of healing, a beacon of hope, and a revitalizing vitamin that can be taken at any moment.

Kpopmap

The moment "Lovely Runner" premiered, things started taking off once for the actress, as she was mentioned all across the internet. This has only increased with every passing episode. In addition, netizens have positively welcomed her back as she delivers another award-winning performance.

Kpopmap

While both data and numbers can serve as one representation of Kim HyeYoon's current influence, but it is the kind and encouraging words that truly embody the hearts of fans. Found all across social media and forum sites are cheers from the actress' supportive fans that just won't stop talking about her endless talent.

Considering her unending perseverance, the success of her previous roles, and how well she's doing through "Lovely Runner" today, it's almost certain that Kim HyeYoon will continue to trend on search engines and social media. And once award season comes around, she's sure to be recognized for her amazing work.

Are you watching "Lovely Runner"? How do you like Kim HyeYoon's acting so far?

You know the feeling when you're watching a romance K-Drama, and you can feel your heartbeat getting faster? Or, perhaps when you're with your crush in real life and your heart feels like it's beating right out of your chest? In Korean, there's a word for that pit-a-pat feeling. It's called "두근두근" (dugeun dugeun).

"Dugeun dugeun" is an onomatopoeia that mimics the rhythmic sound of a heartbeat and is commonly used to express excitement, nervousness, or anticipation in various contexts, including romantic situations or moments of suspense. If you're a K-Pop or K-Drama fan, you must have heard this phrase often in dramas or song lyrics.

You can use "dugeun dugeun" when your heart is racing or pounding because of something or someone. For instance, in "Lovely Runner", Ryu SunJae (Byeon WooSeok) can feel his heart go dugeun dugeun for Im Sol (Kim HyeYoon).

You can use "dugeun dugeun" in a sentence (informal) as below:

만날 때마다 마음이 두근두근해

Mannal ttaemada maeumi dugeun dugeunhae

My heart races every time we meet

There's also a Korean abbreviation for dugeun dugeun that you can use in text messages or on the internet. It's ㄷㄱㄷㄱ.

What makes your heart go dugeun dugeun? Tell us on X!

To learn more fun Korean words, stay tuned to Your Korea Tutor - Kpopmap!

There’s no doubt that a new K-Beauty product is always trending, especially when a K-Celeb is the face of said product. In recent news, we’ve seen big names like SEVENTEEN’s WonWoo named as the new model of Korean beauty brands like The Face Shop, ZEROBASEONE becoming the new faces of COLORGRAM, and RIIZE becoming the new models of ETUDE, and many more.

There is an abundance of K-Beauty brands with K-Celebs as the face/model/ambassador of the brand - and fans are dedicated to buying these products to support their favorite K-Pop idol or Korean actor. The Olive Young top product ranking (of Apr. 25, 2024) is a great example of this. Out of the 8 products shown, 4 of them have K-Celebs (namely MONSTA X's HyungWon, Go YounJung, 2AM's Jo Kwon, and ZEROBASEONE's Kim JiWoong) as the face of the product, which can increase the odds of consumers buying the product.

Olive Young Screenshot (25/04/2024)

If you've ever wondered why brands opt to add celebrities to their marketing campaigns, a look at the following data from 2021 by LaunchMetrics proves the impact that Korean celebrities (namely BLACKPINK's Jennie and JiSoo, and BIGBANG's G-Dragon) have had on international luxury brands for fashion and cosmetics (which has only grown stronger since then).

LaunchMetrics

If that is the impact that K-Celebs can have on international brands, then it goes without saying that they would have a similar impact on local K-Beauty brands, too.

However, recently fans have been raising the question wondering why K-Celebrities (especially veterans and big names) don't venture into creating their own cosmetics and beauty brands. If they did, surely they'd make a lucrative profit from their fans' support...

In the case of the Western world, artists like Beyoncé, Selena Gomez, and Rihanna have infiltrated the global beauty market with their respective brands. Beyoncé has recently gone viral for her content utilizing her hair care products Cécred, Selena Gomez has become a sensation on social media with her cosmetics brand Rare Beauty, and Rihanna has also created a cosmetics brand that is a staple on the dressing tables of many in the form of Fenty Beauty. So, why don't K-Celebrities leverage their fandoms and take the leap?

The K-Beauty Celebrity Cosmetics Landscape Is Not Non-Existent

If you're looking for K-Celebrity cosmetics, but feeling bleak because you can't find any, then don't despair. There is one brand that you can seek out!

That's not to say that K-Pop idols haven't ventured into creating their own cosmetics brands at all. Jeon SoMi is one of the first K-Pop idols to attempt her own cosmetics line.

 

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She launched the makeup brand GLYF which she had been working on since 2023.

Negative Reactions To A K-Celebrity Makeup Line

However, the product launch was met with some pushback from netizens as they questioned her intention/sincerity and the pricing of the product.

Some argued that Jeon SoMi's first product, the ILLUÉTTE Highlighter Palette (four colors) at 43,000 Korean won (about 31.39 USD), is too expensive.

Whilst this sentiment spread across communities, to be objective, similar celebrity brands in the West charge similarly or even more. The Fenty Beauty Killawatt Freestyle Highlighter (one or two colors) retails for 74,100 Korean won (about 54.02 USD) and the Rare Beauty Positive Light Silky Touch Highlighter (one color) retails for 25 USD (about 34,274 Korean won).

On the other hand, if you compare a similar highlighter palette (with 4 colors) from the Korean brand IPKN called the IPKN Flap One Face Palette, it retails for 32,000 Korean won (about 23.23 USD).

Note: all prices and conversions are as of Apr. 24, 2024.

GLYF Official / Fenty Beauty Official / Rare Beauty Official / Olive Young

Taking these brands into consideration, Jeon SoMi's product is slightly on the pricey side but not entirely out of reach. It is up to consumers to buy a product in their comfortable price range.

The Likeliness Of More K-Celebs Opening Brands In Future

Whilst K-Pop idols are at a career and popularity advantage to launch products in the form of beauty and fashion brands, there might be some hesitance on their part due to potential backlash from fans. Jeon SoMi is one case study, but so is former Girls' Generation member Jessica Jung, who faced backlash from her agency when trying to launch her current fashion brand BLANC & ECLARE.

Some fans perceive pursuing businesses like this as a distraction and a lack of dedication to being an idol. Even in the West, Rihanna has received a lot of backlash for not releasing music and focusing solely on her beauty brand, for example.

As K-Pop fandom prioritizes a relationship with the K-Pop idol, for instance, whilst there might be an outpouring of support for the idol's brand - fans might not like the change in focus.

There is also the issue of K-Pop idols losing out on much-needed brand deals essential to marketing their groups or themselves. This is because beauty brand models are usually tied to only promoting that specific brand due to exclusivity clauses in the contract.

Lastly, and naturally, creating a brand in a saturated market is also a huge risk that K-Celebs may not have the time or energy to take on. Especially in South Korea, where K-Beauty giants such as Olive Young rule the day, it might be difficult to navigate the brands under that umbrella and other competitors. Even a brand (distributor) as huge as Sephora (selling international brands) has had to close down operations in South Korea due to being unable to beat the local K-Beauty market.

If competition can be this fierce between distributors, then it will undoubtedly be just as fierce amongst actual brand competitors.

However, there is still hope that more K-Celebs will take the leap to create products that can help fans feel closer to or like them.

What do you think? Should more K-Celebs be starting beauty brands? Do you reckon that being the face of another K-Beauty brand and not starting their own is the best way for K-Celebs to be part of the K-Beauty industry?