Cover Joy (Park Soo-young) of Red Velvet and Yook Sung-jae of BtoB, who were famously known as the adorable ‘Bbyu Couple’ of the Korean variety show, ‘We Got Married’ (Photo: MBC)
Joy (Park Soo-young) of Red Velvet and Yook Sung-jae of BtoB, who were famously known as the adorable ‘Bbyu Couple’ of the Korean variety show, ‘We Got Married’ (Photo: MBC)
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Loud, colourful, and highly addictive, Korean variety shows’ influence in other Asian countries is only going to keep growing
Korean variety shows are a major part of the entertainment landscape in South Korea for yonks, offering a mix of comedy, competition, reality, and celebrity interactions. These shows are known for their often wacky formats, engaging content, and widespread appeal. They’re so widespread they’re even getting picked up by other Asian countries.
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It’s easy to see why Korean variety shows are so popular and addictive. Aside from their diverse formats, they also frequently feature a rotating cast of celebrities, from K-pop idols to actors and comedians, allowing them to show different sides of their personalities, which, of course, helps attract plenty of eyeballs—especially from the K-pop stans.
‘Running Man’
Above Blackpink members participating in a brainwave game in episode 525 of ‘Running Man’
Running Man, which first aired in 2010 and now boasts over 700 episodes–the longest-running variety show in the country–is a staple in every Korean household. The quirky runaway hit premiered with its original cast members Yoo Jae-suk, Gary, Haha, Jee Seok-jin, Kim Jong-kook, Lee Kwang-soo, and Song Joong-ki.
See also: The Hallyu tsunami: 3 Korean entertainment giants conquering Asian markets
It often features celebrities (such as Kim Soo-hyun, Blackpink, Gong Yoo, SNSD and Super Junior members, Cha Eun-woo, and even international stars like Jackie Chan and Tom Cruise, to name a few) completing missions in landmarks across South Korea and has made quite a splash across the international pond. It became so popular that it spawned local versions in Indonesia, titled Mission X, in 2013; in China, Keep Running, in 2014; in Vietnam, titled Chạy Đi Chờ Chi (CDCC), in 2019; and in the Philippines, titled Running Man Philippines, in 2022.
‘We Got Married’
Above Former Apink member Son Na-eun and Shinee member Lee Tae-min “getting married” in episode 199 of ‘We Got Married’
Then there’s the well-loved We Got Married (WGM), a show that aired from 2008 to 2017. It paired up celebrities to act and experience life as virtual married couples, showcasing their interactions and various stages of their relationship, including meeting for the first time, moving in together, and participating in activities typical of married life. You can bet K-pop stans went absolutely nuts over some of the idol pairings!
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The concept was so popular that it led to a spin-off called We Are In Love in China, which aired in 2015. It has the same basic format except that the couples are not “married” but “dating”. This change was made to present a more realistic story in which couples first must be in love to form the basis of marriage and then get married. We Are In Love became so successful that it boosted tourism, with fans flocking to filming locations faster than you can say, “Visa-free travel.”
‘Produce 101’
Above 98 out of 101 ‘Produce 101’ contestants showcasing their talents through an original song, ‘Pick Me’, in season one
Aside from copying formats and producing remakes, other Asian countries are also taking inspiration from Korean variety shows and creating their own, but with unusual twists. The Japanese show Produce 101 Japan, based on the Korean original Produce 101 franchise, is a survival audition programme where viewers vote for their favourite contestants to form an idol group. It’s like The X Factor on steroids but with more glitter, more drama, and infinitely better choreography.
The first season followed 101 contestants to produce a permanent 11-member boy group. It premiered in 2019 and the final top 11 contestants debuted as the boy group JO1, consisting of members Issei Mamehara, Ren Kawashiri, Takumi Kawanishi, Shosei Ohira, Shion Tsurubo, Ruki Shiroiwa, Keigo Sato, Syoya Kimata, Junki Kono, Sukai Kinjo, and Sho Yonashiro. Produce 101 since expanded to China and Thailand as well.
‘King of Mask Singer’
Above Park Ji-yeon, better known by her stage name Gummy, performing Zion.T’s ‘Yanghwa BRDG’ on ‘King of Mask Singer’
Speaking of music, King of Mask Singer, a South Korean singing competition programme, has also been singing its tunes across Asia. Its premise centres on an unprejudiced contest of vocal prowess between numerous contestants from various occupational backgrounds wearing elaborate masks and gloves to hide their identities and competing solely with their voices to win the title. Past winners include Gummy, Seungyoon of Winner, Kyuhyun of Super Junior, Solji of EXID, Sandeul of B1A4, and more.
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Now a franchise simply known as Masked Singer, the show’s concept has been adapted in other Asian countries. In China, King of Mask Singer premiered in 2015 and in Thailand, The Mask Singer kicked off in 2016. In its entire original broadcast in Thailand, the programme generated the highest ratings for a Thai variety game show in the digital TV era. It also aired in Malaysia as The Masked Singer Malaysia in 2020 and Vietnam as Ca sĩ mặt nạ in 2022.
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Lainey was the Digital Director of Tatler Malaysia. When not whiling away the hours watching documentaries, the latest K-drama, or reruns of Friends, she can be found indulging her wanderlust by stalking travel platforms or feeding her obsession with music. She loves animals, running, all things social media, a good conversation over coffee or soju or wine (often rambling on if nobody pulls the brakes on her), and is an avid fan of bursting-at-the-seams laughter.
