K-Romantic Comedies Thriving on Overseas OTT Platforms

▲ These still photos of tvN's rom-com series "Serendipity's Embrace" is provided by the broadcaster on Aug. 14, 2024. (PHOTO NOT FOR SALE) (Yonhap)

SEOUL, Sept. 9 (Yonhap) -- Korean romantic comedies (K-romcoms) are gaining significant popularity on international online streaming platforms, resonating with global audiences who find their subtle and slow-paced storytelling a refreshing change from the often intense plotlines of Western dramas. 

This cultural shift has led to a humorous meme among international K-drama fans, where they joke that once they become accustomed to the slower build-up of K-romcoms, American dramas feel too fast and dramatic.

According to industry sources on the 8th, K-romantic comedies, known for their delicate emotional build-up, are captivating foreign viewers despite struggling domestically. While some of these dramas record modest ratings in Korea, they are topping viewership charts on global OTT services.

One notable example is the tvN romance series "Serendipity's Embrace", which aired last month. The show, about a pair of former high school sweethearts who cross paths again 10 years later, struggled domestically, drawing criticism for its repetitive clichés. It debuted with a 3.9% rating and concluded with a 3.1% rating. However, on Rakuten Viki, a streaming platform popular for Asian content, the series ranked first in 125 countries, including Canada, Mexico, and France, where it held the top spot for four consecutive weeks. Viewers praised the drama’s nostalgic first-love storyline and the fresh chemistry between stars Kim So-hyun and Chae Jong-hyeop.

▲ Korean actors Moon Sang-min (L) and Shin Hyun-bin pose for photos at the media conference for rom-com series "Cinderella at 2 AM" held in Seoul on Aug. 22, 2024, in this photo provided by Coupang Play. (PHOTO NOT FOR SALE) (Yonhap)

Similarly, Cinderella at 2 A.M., a Coupang Play original series currently airing on Channel A, has garnered lukewarm ratings in Korea, yet it is making waves internationally. On Rakuten Viki, it ranked first in 122 countries, including the U.S., Brazil, and the U.K., within its first week of release. According to Hong Jae-hee, Head of Content at Rakuten Viki, K-romcoms have become one of the most popular genres abroad due to their fresh themes, fast-paced storytelling, and the unique Korean sensibility infused into universal romance narratives.

The popularity of K-romcoms is also evident on American OTT platforms. The tvN drama "No Gain No Love", starring Shin Min-a and Kim Young-dae, has been simultaneously released in over 240 countries via Amazon Prime Video. As of September 6, it ranked third globally in the TV shows category, according to FlixPatrol. The show topped the charts in 11 countries, including Thailand, Singapore, and the Philippines, and placed in the top 10 in 59 countries, outperforming its modest 3% domestic rating.

Cultural critic Ha Jae-geun notes that while some dramas may be considered formulaic in Korea, the vast and diverse international market often embraces them. He explains, “K-romcoms' distinctive lighthearted and whimsical narratives have established a unique appeal among fans of the genre abroad.”

▲ These still photos of romantic comedy series "No Gain No Love," starring Shin Min-a and Kim Young-dae, is provided by tvN. (PHOTO NOT FOR SALE) (Yonhap)

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