Korean Variety Shows Faces Vague Future, Is There Still Hope?

Back in the days, Korean variety shows such as “Running Man“, “2 Days 1 Night”, “X-Man”, “Strong Heart”, and “Infinite Challenge” played a key role in the Korean entertainment industry. 

For actors and idols, appearing on these shows was essential for promoting films or marking their new releases, at the same time introducing new projects and connecting with fans.  

However, the presence of Korean variety shows is fading at a rapid pace. But what is the reason? 

The change in guest appearances

“Running Man” used to be a hotspot for high-profile stars like Song Joong-ki, Kim Soo-hyun, BTS, Kim Ji-won, and EXO, with guest appearances being pivotal in attracting viewers. However, over time, this once traditional format has shifted. 

For “Running Man” in particular, its appeal has gradually faded. Nowadays, the show mostly relies on its core cast, focusing on dynamic interactions and internal games. Guest appearances still occur but are less frequent and usually reserved for special episodes or significant events. Other variety shows face a similar fate, placing heavy emphasis on their regular cast instead of featuring new guests.  

Meanwhile, shows like “Knowing Bros“, which invite multiple guests weekly, increasingly rely on familiar figures or individuals, some of whom are not actively involved in the industry, instead of introducing new faces.

This over-reliance on recurring guests stifles the discovery of new talent and diminishes the overall excitement of these programs. Consequently, audiences are experiencing a noticeable drop in anticipation, with predictability and monotony taking over.  

Industry experts argue that this trend reflects changes in media consumption habits. Digital platforms and social media have emerged as alternative tools for promotion and fan engagement, gradually replacing traditional variety shows.  

Rising popularity of digital platforms

The rise of digital platforms, especially YouTube and TikTok, has fundamentally transformed the landscape of conventional variety shows. With the surging prevalence of YouTube channels and the widespread impact of social media, celebrities can access numerous gateways to promote their work and directly interact with fans, such as via personal SNS channels and fan communication platforms, instead of relying on variety shows.

For instance, social sites like YouTube, Instagram, and TikTok enable celebrities to freely create and publish content at their own disposal. 

Instead of being controlled by the script, directing, and editing of variety show producers, stars can now engage with fans in real time, fostering more authentic and immediate connections.  For instance, many artists now develop their personal channels, producing vlogs, travel videos, and releasing behind-the-scenes and anecdotes from their various events.

As a result, many stars prefer using their own platforms for promotions, as these offer greater flexibility and direct audience interaction. This leads to a prominent decline in interest to appear on traditional variety shows.

A vague future?

With viewership on the decline and stars flocking to digital platforms, traditional variety shows are facing a deep crisis and vague future. It is suggested that they must innovate by improving the concept and content, utilize more interactive elements, or collaborate with influencers and interesting non-celebrities to remain competitive. 

In fact, there have been success stories via shows like “Possessed Love”, which feature fortune tellers seeking for romance. “Culinary Class Wars”, which integrates celebrity chefs with non-celebrity one in a grand scale, also earned significant recognition.

“EXchange” (Transit Love) also managed to attain explosive success due to its intriguing nature of gathering former couples that have broken up in a dating show.

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