Actor Ji Chang-wook is solidifying his position as a top Hallyu star by making significant strides in his overseas activities.

Ji has recently been participating in a series of major projects across key Southeast Asian countries. Moving beyond the stage of simply expanding his recognition based on the overseas success of Korean content, he is pioneering new territory by directly immersing himself in local broadcasting and OTT content.

The most notable example is the reality variety show "Kumusta," which is currently airing in the Philippines. The program features popular stars from Korea and the Philippines running a Filipino restaurant in Gangnam, Seoul, capturing the process of understanding and interacting with each other through food and culture.

Since its premiere in May, the show has received an enthusiastic response locally. It has ranked No. 1 for three consecutive weeks on the Philippine OTT platform Viu and also topped the TOP 10 list of popular content on the global OTT platform Rakuten Viki. Short-form videos released on official social media channels have also proven their explosive popularity, surpassing 65 million cumulative views in just four weeks.

Ji plays a central role in the program, interacting naturally with local viewers. It is compelling to see a Korean star blend into local pop culture to co-create content. This is a standout attempt at "global localization," as it involves building relationships while naturally bridging cultural and linguistic barriers.

This trend was also evident in the travel reality show "Abracadabra! The Galaxy of Ultimate Healing," which was released in Indonesia last year. The five-part project, produced in collaboration with Samsung and the global OTT platform Viu, followed Ji as he traveled to Bali, Yogyakarta, and Sumba Island with top Indonesian stars in search of true relaxation.

In particular, the project drew significant attention, climbing to the top of the Viu charts in Indonesia immediately after its release. Ji showcased his unique friendliness and sincere charm while mingling with local stars without any pretense.

Most importantly, Ji's global path does not stop at simple consumption by overseas fandoms. He is expanding his influence by participating in local production systems and forming connections with the cultural sentiments of viewers in each country.

Meanwhile, Ji will continue his global activities 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 courtesy of 'Abracadabra' and 'Kumusta' captures)

Reported by Kim Ji-hye | Produced by SBS Entertainment News