K-Drama’s Star Power Falls Short of Expectations

K-Drama “My Sweet Dear” Off to a Modest Start, Facing Comparisons to Idol-Led Dramas

SEOUL, South Korea – The highly anticipated K-drama “My sweet Dear,” featuring a star-studded cast including ASTRO’s sanha, OH MY GIRL’s Arin, Yoo Jung Hoo, and former IZ*ONE member Choi Yena (Chuu), has premiered with viewership ratings of 1.7% nationwide and in the Seoul metropolitan area, according to Nielsen Korea. While this marks a solid debut for many K-dramas,it falls substantially short of the cast’s aspiring target of 10%.

The drama’s initial reception has drawn parallels to past K-dramas that similarly featured popular idols, most notably “the First Night with the Duke.” that series, which starred Taecyeon of 2PM and Seohyun of Girls’ Generation, debuted at 3.3% and maintained ratings in the 3% range. The comparison highlights a recurring challenge for idol-turned-actors: translating fan popularity into broad viewership for television dramas.

Despite the modest initial ratings, “My sweet dear” has garnered significant attention and praise from international fans. The series’ success in overseas markets will be a key indicator of its long-term appeal.

Evergreen Insight: The performance of “My Sweet Dear” underscores a persistent trend in the K-drama industry. While the star power of idols can generate initial buzz and attract a dedicated fanbase, the ultimate success of a drama often hinges on a compelling storyline, strong directing, and the ability to resonate with a wider audience beyond the idol’s existing fandom.As the series progresses, it will be crucial to observe whether “My Sweet Dear” can build upon its international traction and capture the attention of domestic viewers, proving or disproving the notion that idol-led dramas are inherently constrained in their viewership potential. This dynamic between idol fandom and mainstream drama appeal remains a fascinating area of study in the evolving landscape of Hallyu.

What specific factors contributed to the underperformance of high-profile K-dramas with A-list casts in 2024 and early 2025, despite strong celebrity presence?

The Shifting Landscape of Hallyu

For years, the “Hallyu Wave” – the global surge in popularity of South Korean entertainment, particularly K-dramas – has been fueled by its stars. Actors like Lee Min-ho, Song Hye-kyo, and Hyun Bin commanded massive followings and guaranteed viewership. However, recent trends suggest a waning of that traditional star power, with new dramas struggling to replicate the success of past hits despite boasting A-list casts. This isn’t a complete collapse, but a notable shift in what drives Korean drama viewership.

Declining Ratings & The Rise of Storytelling

several high-profile dramas in 2024 and early 2025, featuring established Korean actors, have underperformed in ratings compared to expectations. This isn’t necessarily due to poor acting,but rather a growing audience demand for compelling narratives.

Focus on Plot: Viewers are increasingly prioritizing well-written scripts, innovative storylines, and nuanced character growth over simply seeing their favourite faces.

Genre Diversification: The market is saturated with romantic comedies. Audiences are actively seeking out diverse genres like thrillers,sci-fi,and historical dramas with fresh perspectives.

Netflix & Streaming Impact: The rise of global streaming platforms like Netflix, Viki, and disney+ has fragmented viewership. While these platforms offer wider accessibility, they also mean competition isn’t limited to domestic Korean television ratings.

The Impact of Social Media & Changing Fan Engagement

The way fans engage with K-drama stars has also evolved. Social media, while initially a boon for building fandoms, now presents a double-edged sword.

Scandals & Public Image: Increased scrutiny on the personal lives of actors can quickly damage their reputation and impact drama viewership. Recent controversies surrounding several prominent actors have demonstrably affected public perception.

Authenticity & Relatability: Fans are craving authenticity. Highly curated public images and perceived aloofness can alienate audiences. Actors who actively engage with fans and demonstrate genuine personalities often garner more loyalty.

The Rise of “Second lead Syndrome”: Often, supporting actors with compelling storylines and strong performances gain significant popularity, sometimes eclipsing the leads. This highlights the audience’s thankfulness for well-developed characters nonetheless of “star power.”

Case Study: the Glory & The Power of Narrative

The success of The Glory (2022-2023) serves as a prime example of this shift. While Song Hye-kyo is a major star, the drama’s phenomenal success was primarily driven by its gripping revenge plot, complex characters, and masterful execution. The focus wasn’t solely on Song Hye-kyo’s presence, but on the story itself. This demonstrates that a strong narrative can overcome a lack of pre-existing celebrity hype.

New Faces & The Future of Casting

Production companies are beginning to recognize this trend and are increasingly casting lesser-known actors alongside established stars, or even prioritizing newcomers with strong acting skills.

Audition Focus: There’s a renewed emphasis on rigorous auditions and talent scouting, rather than relying solely on established names.

Investing in Scriptwriters: Significant investment is being directed towards securing talented scriptwriters capable of crafting compelling and original stories.

Global Auditions: Some production companies are conducting global auditions to discover diverse talent and broaden their appeal.

The Role of OSTs (Original Soundtracks) & Production Value

Beyond actors and plot, other elements contribute to a K-drama’s success.

Memorable OSTs: A captivating soundtrack can significantly enhance the emotional impact of a drama and contribute to its overall popularity.

high Production Value: Visually stunning cinematography, elaborate sets, and meticulous attention to detail are becoming increasingly significant in attracting and retaining viewers.

Director’s Vision: A strong directorial vision can elevate a drama beyond its cast and script, creating a unique and memorable viewing experience.

Benefits of Prioritizing Storytelling