From left, posters for TV dramas “Sold Out on You,” “Perfect Crown” and “Yumi’s Cells” / Courtesy of SBS, MBC and TVING
Much like seasonal foods, certain drama genres feel tied to particular times of year. Summer is for horror, winter for melodrama and spring for romance. This year broadcasters have rolled out a raft of romance dramas all at once in celebration of spring.
SBS is betting on the romantic comedy “Sold Out on You,” starring Ahn Hyo-seop and Chae Won-bin. Moving between a gray city and a lush countryside village, the drama aims to offer healing to viewers worn down by the demands of everyday life. Deokpung Village, where the main characters meet and fall in love, is filled with green fields and distinctive country scenery that brings out the spirit of spring.
MBC is all smiles thanks to “Perfect Crown.” According to ratings tracker Nielsen Korea, the drama ranked No. 1 among Friday-Saturday series and also topped Friday programs in the Seoul metropolitan area, marking a strong start. By its fourth episode, it had surpassed double-digit ratings both nationwide and in the capital region. The fourth episode peaked at 13.8 percent, with buzz surrounding stars IU and Byeon Woo-seok.
TVING is also enjoying strong momentum with its romance drama, “Yumi’s Cells.” In its first week of release, the drama ranked first in weekly paid subscriber contributions. The third episode, which aired on tvN, also ranked first in its time slot among cable and general programming channels.
In the drama industry, spring and romance go hand in hand. Broadcasters have learned from experience that as the weather warms and people spend more time outdoors, viewers tend to gravitate toward softer, less sensational stories, explaining why romance dramas tend to flood the schedule at this time of year. With streaming platforms also joining the fray, competition is heating up.
There is a notable difference from the past, with romance dramas becoming more varied as fresh themes and unconventional characters broaden the genre’s range. While romance series once tended to rely on familiar storylines and character types, recent offerings have been shaped by each platform’s target audience strategy. SBS and MBC are courting broad viewership by blending romance with healing elements and fantasy, while TVING is leaning into more grounded, relatable romance.
“Perfect Crown” is a good example of the trend. The drama incorporates modern elements in the love story of a grand prince and a conglomerate heiress, set in a fictional constitutional monarchy.
“Yumi’s Cells,” meanwhile, takes a unique approach by portraying the emotions of love through brain cells as human-like characters. The series has resonated with its target audience of women in their 20s and 30s, earning both empathy and enjoyment. The contrast suggests that even within the same genre, viewers have distinct preferences and tastes.
Which drama will emerge as this spring’s standout? Past romantic comedies that became cultural touchstones have shown that simply showing a love story is not enough. To truly break through, a series also needs multidimensional characters, narrative depth, meticulous direction and the kind of word of mouth and buzz that can propel it into a full-fledged phenomenon.
This article from the Hankook Ilbo, the sister publication of The Korea Times, is translated by a generative AI system and edited by The Korea Times.
