According to Allkop, for a long time ago, variety shows were the center of the Korean entertainment industry.
Whether promoting a new drama or marking a comeback, appearances on shows like “Sunday Night X-Man” or “Running Man” are a must for both K-pop idols and actors. These variety shows help celebrities showcase their latest projects and connect with fans.
In the early days of “Running Man”, the show featured many famous stars such as Song Joong Ki, Kim Soo Hyun, BTS, Kim Ji Won, EXO… The famous guest cast played a key role in attracting viewers and creating buzz for many different entertainment projects.
However, over time, the format of the show began to change. Today, “Running Man” operates primarily with a fixed cast. Although there are still guest appearances, they are less frequent and usually limited to special episodes or important events.
This shift is also happening on other variety shows. “Ask Us Anything” used to feature multiple guests each week, which was intended to provide a dynamic and engaging viewing experience. However, the show has recently seen a worrying decline in both the variety and relevance of its guest appearances.
Instead of introducing new faces and promoting emerging talent, shows increasingly rely on regular guests, or individuals who are not actively involved in new projects. This has reduced the appeal of the show.
Longtime fans feel that Korean variety shows today no longer fulfill their original purpose of bridging the gap between celebrities and audiences.
The lack of diverse and relevant guests has led to viewers feeling bored and no longer eager to follow to update exclusive information from their favorite stars.
Another reason why traditional variety shows on Korean television are less popular with viewers is the growth of other digital media platforms.
With the explosion of YouTube and the far-reaching influence of social media platforms like Instagram and Tiktok, celebrities can now open their own channels, produce their own shows to promote their work and interact directly with fans.
This change reduced the dependence on conventional broadcast variety shows as the primary means of reaching audiences.
The most prominent format on Korean celebrity YouTube channels today is live talk shows, either over a meal, drinking, and very rarely other physical games.
Some of them include "Zip Daesung" by Daesung (Big Bang), "Suchwita" by Suga (BTS), "Not much prepared" by Lee Young Ji, "Hyell's Club" by Hyeri, "Salon Drip" by Jang Do Yeon, "Salty Brother Shin Dong Yup"...
Audience feedback on YouTube shows is quicker and more direct, allowing celebrities to easily tailor their shows to viewers' tastes.
According to Allkpop, as viewership trends continue to shift to digital platforms, the future of traditional variety shows remains uncertain.
Industry analysts say traditional variety shows must innovate by incorporating digital elements or partnering with online influencers to stay competitive. At the same time, they must improve their content to meet changing audience preferences.
