KOR
Actor Ji Changwook is solidifying his status as a top Hallyu star by standing out in his international activities.
Recently, Ji Changwook has been participating in a series of large-scale projects in major Southeast Asian countries. Going beyond simply expanding his recognition through the overseas success of Korean content, he is pioneering new territory by directly stepping into the center of local broadcasts and OTT content abroad.
The most notable example is the reality variety show 'Kumusta,' which is currently airing in the Philippines. The show features popular stars from South Korea and the Philippines running a Filipino restaurant in Gangnam, Seoul, capturing their journey of understanding and connecting with each other through food and culture.
Since its premiere last May, the show has received an enthusiastic response locally. It ranked first for three consecutive weeks on the Philippine OTT platform Viu and also clinched the top spot in the Top 10 popular content on the global OTT platform Rakuten Viki. Short-form videos released on official social media channels also surpassed 65 million cumulative views in just four weeks, proving its explosive popularity.
Ji Changwook plays a central role in the show, naturally connecting with local viewers. The sight of a Korean star blending into local pop culture to co-create content is highly eye-catching. It stands out as a remarkable attempt at "global localization," where relationships are built by naturally crossing cultural and language barriers.
This trend was also evident in the travel reality show 'Abracadabra! The Galaxy of Ultimate Healing,' which was released in Indonesia last year. A five-part project produced in collaboration between Samsung and the global OTT platform Viu, the show followed Ji Changwook as he traveled through Bali, Yogyakarta, and Sumba Island alongside top local Indonesian stars in search of true healing.
The project drew significant attention, climbing to the top of the Viu charts in Indonesia immediately after its release. Ji Changwook mingled effortlessly with the local stars, showcasing his signature friendliness and genuine charm.
Most notably, Ji Changwook's global moves go beyond merely being consumed by overseas fandoms. By co-creating programs within local production systems, he is expanding his influence by building connections with the cultural sentiments of viewers in different countries.
Meanwhile, Ji Changwook will continue his global journey as he has been officially invited to the 4th Da Nang Asian Film Festival (DANAFF IV), which will be held in Vietnam from June 28 to July 4.
<Photo Credit: 'Abracadabra! The Galaxy of Ultimate Healing', 'Kumusta' Screenshots>
(SBS Entertainment News | Kim Ji-hye)