Analyzing the Global Success of 'Lovely Runner', a High-Value Drama

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The secret behind the global success of tvN's drama 'Lovely Runner,' which achieved popularity without top stars or famous writers, was unveiled at the 2024 International Broadcasting and Media Market (BCWW).

The 'BCWW 2024' Trend Session, held on the 28th at COEX in Seoul, focused on analyzing the global popularity of 'Lovely Runner.'

The session featured Park Soon-tae, PD of Bonfactory, Kim Do-hyun, Team Leader of CJ ENM, Son Jung-wook, Team Leader at Rakuten Viki, and cultural critic Jung Deok-hyun, who explored the various factors contributing to the success of 'Lovely Runner.'

PD Park Soon-tae highlighted the discerning taste of Korean viewers, stating, "Korean viewers have the highest standards in the world.
If a drama isn’t entertaining, the response is cold." He attributed the success of 'Lovely Runner' to the high production standards that met the expectations of these demanding audiences.

Park also pointed out the changes in production environments due to the rise of large studios.

"We moved away from relying on top creators and actors. Instead, we created a program that brought together fresh writers and directors and integrated original IP. This new approach led to the success of 'Lovely Runner,'" he explained.

Rakuten Viki’s Son Jung-wook discussed the synergy between platforms and content as a key factor in global success.

"Rakuten Viki delivers Asian content, especially Korean dramas, to markets outside of Asia. Romantic comedies are particularly popular," he said, noting that 'Lovely Runner' aligned well with this strategy.

The impact of original IP was also highlighted as an important factor.

Kim Do-hyun from CJ ENM explained, "The success of the original IP indicates that the content has been somewhat validated in the market," but he emphasized the importance of meeting the expectations of original fans.

Cultural critic Jung Deok-hyun described 'Lovely Runner' as "cost-effective content," praising actress Kim Hye-yoon's potential.

"Kim Hye-yoon is incredibly talented and will become a huge star in the future. The drama was well-made with a cast of promising talents, even though they aren’t widely recognized yet," he said.

PD Park emphasized the significance of 'Lovely Runner's success for the Korean drama industry.

"It shows that success is possible without top writers, creators, or globally influential actors. That’s the value 'Lovely Runner' brings," he remarked, expressing hope that this would inspire new opportunities in the content market.

'Lovely Runner,' which aired in April this year, tells the story of Lim Sol (played by Kim Hye-yoon), an enthusiastic fan who struggles to save famous artist Ryu Sun-jae (played by Byun Woo-seok).
While it didn’t achieve high viewership ratings, peaking at 5.8%, it generated significant buzz, creating the 'Lovely Runner' phenomenon.

The BCWW session revealed that the success of 'Lovely Runner' was not just a fluke but a result of changes and innovation in the Korean drama industry, coupled with a deep understanding of the global market.

This case provides valuable insights for future global strategies in Korean drama.

The success of 'Lovely Runner' reaffirms the global competitiveness of Korean content and underscores the importance of fresh ideas and the discovery of new talents.
We look forward to seeing more "high-value" dramas succeed in the global market.