Several K-dramas that underperformed or faced controversy in South Korea have achieved significant international success, demonstrating a divergence in audience reception and taste between domestic and global viewers.
Mind Map
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Korea might say ‘next,’ but the rest of the world says ‘more!’ Some K-dramas just don’t click with
local audiences—but then, out of nowhere, they explode internationally! Whether it’s a cultural
divide, an overlooked gem, or just plain bad luck, these dramas found love beyond Korea’s borders.
Starting with.. Marry My Husband
Revenge, betrayal, and a second chance at life—Marry My Husband had all the ingredients
for a K-drama hit. Trapped in a miserable marriage and betrayed by her best friend,
Kang Ji-won’s life takes a cruel turn when she’s diagnosed with cancer—only to be murdered before
she can process it all. But instead of dying, she wakes up 10 years in the past,
ready to rewrite her fate and take revenge. With its gripping plot, satisfying payback,
and romance that keeps you hooked, this drama had all the makings of a fan-favorite.
But instead of soaring to success in Korea, it stumbled into controversy after controversy.
One of the biggest reasons Marry My Husband faced backlash was real-life scandals surrounding
its cast. Lead actress Park Min-young was embroiled in a major financial controversy
involving her ex-boyfriend, Kang Jong-hyun, a businessman with a troubled past. Reports
surfaced that she had received large sums of money from him, despite previously denying any
financial ties. The news shocked fans and led to calls for a boycott of the drama.
As if that wasn’t enough, Song Ha-yoon, who played Ji-won's backstabbing best friend and
ultimate antagonist, was hit with bullying accusations just as the drama was gaining
momentum. A former classmate came forward with allegations that she had been a perpetrator of
physical violence in high school, providing details of the alleged incidents. With
two major scandals looming over the show, Korean audiences hesitated to support it.
But the drama’s troubles didn’t stop there. Marry My Husband also faced accusations of
plagiarism and Islamophobic content linked to the original webtoon. The plagiarism controversy
erupted when a fictional news headline in the drama referred to a competitor launching a wide
range of halal food, echoing real-world business rivalries a little too closely.
But while Korea was caught up in the drama around the series, international viewers
were loving every minute of it. The revenge plot, packed with karma-filled moments and a
deeply satisfying character transformation, resonated globally. The series shot up the
Prime Video rankings, becoming one of the most-watched K-dramas on the platform.
CJ ENM reported that in its second week of release, it secured the #2 spot on the
Weekly Top TV Shows in the World and has stayed there for three consecutive weeks.
It topped streaming charts in 33 countries, and even broke into the Top 10 in the U.S.,
UK, Canada, and several European nations. This marked a major milestone—Marry My Husband became
the first K-drama on Prime Video to achieve such widespread success outside of Asia.
Critics and global audiences couldn’t get enough. Furthermore, they NME it “deliciously
melodramatic and immensely addictive”, while Screen Rant predicted that it would
go down as one of the best K-dramas of 2024. And honestly? They’re not wrong.
Hooking viewers with every twist, Marry My Husband delivered the ultimate revenge
fantasy. Controversy may have dimmed its local success, but globally, its gripping plot and
record-breaking streams tell a different story—this drama is anything but a flop.
[Moon Lovers Scarlet Heart Ryeo (2016)] Who would have thought that this Kdrama
with a star-studded cast, a massive production budget, and a built-in
international fanbase—would only end up with one of the most infamous K-drama flops in Korea?
On paper, Moon Lovers Scarlet Heart Ryeo had everything going for it:
a breathtaking historical setting, a tragic love story, and an ensemble cast featuring
some of the biggest names in K-entertainment. Not to mention, it was based on the wildly
popular Chinese novel and drama Bu Bu Jing Xin, which had already taken China by storm.
So, with all this, how did it crash and burn in Korea, only to become a global sensation?
Well, let’s start with the biggest elephant in the room: idol actors.
In Korea, actors who start as K-pop idols often face harsh criticism, no matter how talented they
may be. And Moon Lovers had two big targets—IU and Baekhyun. IU, despite proving herself later in
her career with hits like My Mister and Hotel Del Luna, was still fighting off doubters at the time.
Many felt her acting was too stiff, and Korean audiences weren’t fully
convinced by her transition from singer to serious actress. Then there was Baekhyun,
making his acting debut as the playful 10th Prince.
While international fans adored his charm, Korean critics weren’t as forgiving. Idol
actors have to work twice as hard to be taken seriously, and for many viewers,
IU and Baekhyun’s performances weren’t strong enough to carry such an emotionally heavy drama.
But the problems didn’t stop there. Chaotic production issues plagued the
drama from the start. There were script rewrites, last-minute casting changes,
and delays caused by Lee Joon Gi’s military enlistment. It resulted in
a disjointed story that lacked depth in some places and felt rushed in others.
Then comes the real deal-breaker for Korean audiences, which is the sheer
level of heartbreak. Let’s be honest—Korean drama viewers love their romance, but they
also love their happy endings. Moon Lovers, on the other hand, gave them a full-course meal
of pain and suffering. Character deaths piled up like dominoes—beloved princes met tragic fates,
IU’s character suffered endlessly, and just when you thought things might take
a turn for the better, the open-ended finale left everyone emotionally wrecked.
But here’s where things get interesting—while Korean viewers turned away, international fans
were eating this up. Moon Lovers became a massive hit across China, Japan, and Southeast Asia,
racking up billions of views on platforms like DramaFever and Viki. It turns out,
global audiences actually love tragic melodramas,
and Moon Lovers delivered all the heartbreak they could ever ask for.
So, while Korean audiences may have given Moon Lovers a thumbs down, the rest of
the world was busy replaying their favorite heartbreak scenes and demanding a Season 2.
Mr. Queen (2020) Imagine waking up one day and realizing you’ve
been transported back to the Joseon Dynasty—oh, and you’re now a queen. That’s exactly what
happens in Mr. Queen, a wild mix of history, comedy, and time-travel chaos. After a freak
accident, a modern chef wakes up trapped in the body of Queen Cheorin (Shin Hye-sun), struggling
through palace politics with a 21st-century mindset. With Kim Jung-hyun’s King Cheoljong
hiding his sharp wit behind a clueless act, the drama delivers both laughs and surprising depth.
But while Mr. Queen became a global sensation, in Korea, it wasn’t all smooth sailing. The
drama faced significant backlash, sparking heated debates and even formal complaints.
One of the biggest controversies erupted in Episode 2, when a character casually referred
to the Veritable Records of the Joseon Dynasty as a “tabloid”. In South Korea,
these historical records are considered a national treasure, so this comment was
seen as highly disrespectful. The backlash was immediate—about 700 complaints were filed to the
Korea Communications Standards Commission, with outraged viewers accusing the show of
trivializing Korean history. In response, the production team issued an official apology,
clarifying that they never intended to offend and that they deeply respected Korean history.
But that wasn’t the only issue. The drama was adapted from a Chinese web novel, and some viewers
took issue with this connection. To make matters worse, the original author had reportedly made
negative remarks about Korea in their other works. Although the producers stated they were unaware
of these comments, many Korean viewers couldn’t separate the show from its controversial origins.
And then came the cast scandals. Actor Kim Jung-hyun, who played King Cheoljong,
found himself at the center of a massive controversy. His past
behavior on a previous drama, “Time” (2018) resurfaced, leading to accusations of gapjil
(abuse of power) towards his co-stars and staff. Things escalated even further when a
petition was filed demanding that he leave the entertainment industry altogether. Meanwhile,
lead actress Shin Hye-sun also faced criticism—some viewers accused her of
knowingly participating in a drama that allegedly “mocked” Korean history. Comments like “She was so
likable… but she became a sellout” flooded online forums, damaging her once-sterling reputation.
Despite all this, Mr. Queen refused to be buried by controversy. Instead,
it became one of the biggest K-drama hits of the year. Its 16th episode recorded
a massive 14.9% viewership rating, making it one of tvN’s highest-rated dramas ever.
And its success didn’t stop there. When Mr. Queen was finally made available for streaming
on Netflix, it skyrocketed in popularity once again. In its first week, it racked up 20.9
million global viewing hours, ranking 5th in Netflix’s worldwide TV charts. The drama landed
in the Top 10 in 33 countries, including Brazil Singapore, Thailand, and many more.
Instead of the usual serious, slow-moving historical drama (sageuk),
Mr. Queen blended slapstick humor with intricate palace intrigue,
giving global audiences something fresh and fun. Shin Hye-sun’s performance was a
masterclass in comedy, perfectly capturing the awkwardness of a man trapped in a
queen’s body while still delivering powerful emotional moments. Kim Jung-hyun’s portrayal
of King Cheoljong added layers to the story, making their chemistry all the more engaging.
And let’s not forget accessibility—while Korean viewers turned their backs on Mr. Queen,
international audiences streamed it nonstop. With subtitles available in multiple languages and its
presence on major platforms like Viki and Netflix, the drama exploded in popularity worldwide.
So, while Korea may have tried to cancel Mr. Queen, the rest of the
world couldn’t get enough of it. It's Okay Not to be Okay (2020)
It's Okay Not to Be Okay 2020 took a bold leap into mental health, trauma, and emotional healing,
blending dark fantasy elements with raw human struggles. With Kim Soo-hyun, Seo Ye-ji,
and Oh Jung-se leading the cast, the show was visually stunning, and emotionally intense.
However, while international viewers praised its deep themes and fairy tale-like storytelling,
Korean audiences weren’t entirely sold on it. It didn’t just struggle with TV ratings.
Korean audiences generally prefer dramas that fit into familiar genres like family dramas,
rom-coms, or slice-of-life. It’s Okay to Not Be Okay, on the other hand,
dove headfirst into topics that can be considered taboo or too heavy for primetime
TV. The main character, Ko Moon-young (played by Seo Ye-ji), is a mysterious and emotionally
volatile children’s book author with clear antisocial personality traits.
She’s brash, rude, and unapologetic—far from the typical “candy girl” lead seen in most K-dramas.
Meanwhile, Moon Gang-tae (Kim Soo-hyun) is a burned-out psychiatric caregiver who has spent
his entire life taking care of his autistic older brother. Their relationship is intense,
complicated, and at times, emotionally exhausting. While international audiences
found the depth of these characters refreshing, many Korean viewers were
uncomfortable with how the drama handled mental health and emotional abuse dynamics.
Then there were the controversies. Less than a month into its run,
the show faced backlash over a scene that was accused of promoting sexual harassment. This
involved Ko Moon-young forcefully grabbing and touching Moon Gang-tae in a way that some viewers
found problematic. The Korean Communications Standards Commission received multiple complaints,
with netizens demanding an apology. But that wasn’t the only storm the drama had to weather.
It was also accused of plagiarism when fans of SHINee’s late member Kim Jong-hyun noticed that
one of his heartfelt letters had been used as dialogue in the show without permission.
Given how deeply personal Jong-hyun’s words were to his fans, this controversy led to
outrage within the K-pop community, further dampening the drama’s reputation in Korea.
Despite these challenges, It’s Okay to Not Be Okay went on to win the world
over. The show was hailed for its cinematic visuals, emotionally charged storytelling,
and powerful performances, particularly from Kim Soo-hyun and Oh Jung-se, who played his autistic
brother. It received eight nominations and two wins at the 57th Baeksang Awards,
was named one of the Best International Shows of 2020 by The New York Times, and even scored
a 2021 International Emmy nomination for Best Mini-Series. It’s Okay to Not Be Okay left a
lasting impact on the global stage, proving that sometimes, the most difficult stories
are the ones worth telling. [Love Next Door (2024)]
Sometimes, all you want from a K-drama is a simple, heartwarming love story. And for
the most part, Love Next Door delivers exactly that—a lighthearted, cozy romance about childhood
friends Bae Seok-ryu and Choi Seung-hyo reconnecting after years apart. With its
charming small-town setting and slice-of-life storytelling, the drama initially appealed to
viewers looking for an easy, feel-good watch. But just when audiences were settling in for a warm,
comforting ride, the show pulled a drastic U-turn, leaving many viewers frustrated.
The biggest reason Love Next Door struggled domestically is that sudden,
out-of-nowhere cancer plot twist. In Episode 8, just as the romance was beginning to bloom,
Bae Seok-ryu experiences severe stomach pains, only to reveal that she had been suffering
from stomach cancer in the U.S., leading to the removal of 70% of her stomach. Korean audiences,
who had been enjoying the show’s easygoing, romantic-comedy vibes, were completely blindsided.
Many felt the tone shift was too jarring, dragging what was supposed to be a lighthearted love story
into unexpectedly melodramatic territory. The backlash was immediate, with comparisons
drawn to Queen of Tears, another drama where a sudden cancer subplot had divided audiences.
But while Korean viewers criticized the abrupt tonal shift, international
fans were more forgiving—some even found the unexpected turn refreshing. Global audiences,
particularly those accustomed to Western storytelling,
are more open to drastic plot developments that introduce high-stakes drama. For them,
Love Next Door went from a simple love story to something more emotionally engaging.
At its core, Love Next Door still delivered an appealing mix of romance, nostalgia,
and small-town charm, which made it a comfort watch for many international viewers. The
slow-burn chemistry between the leads, the beautiful countryside cinematography,
and the universal theme of reconnecting with lost love resonated with fans outside Korea.
Plus, dramas with illness or tragic twists have historically performed
well in international markets, with hits like Uncontrollably Fond and Autumn in My
Heart proving that global audiences have a soft spot for heart-wrenching romances.
While Korea might have turned away from Love Next Door due to its mismanaged tone,
the drama found a second life internationally. It may not have been the easy rom-com people
expected, but for viewers willing to embrace the unexpected, it became an emotional, bittersweet
love story worth watching. [Brewing Love (2024)]
Despite its charming premise, the drama struggled to captivate Korean audiences,
ending with a nationwide viewership rating of just 1.8%. Brewing Love is a 2024 romantic
comedy that opts for a more laid-back, feel-good approach. Starring Kim Se-jeong as Chae Yong-ju,
a former special forces member turned top liquor saleswoman, and Lee Jong-won as Yoon Min-ju,
a sensitive brewmaster, the series promised a refreshing blend of romance and personal growth.
So, what caused this domestic underperformance? For starters, Brewing Love is a slow-burn,
character-driven narrative. While some viewers appreciate a gradual build-up,
others found the pacing too sluggish, especially in the initial episodes. One reviewer noted,
"I was a bit concerned during those first two episodes whether I was going to drop this or
not." Additionally, the plot's predictability and lack of high-stakes drama may have contributed
to its lukewarm reception in Korea, where audiences often favor more dynamic storytelling.
Despite these critiques, Brewing Love found a warm embrace beyond Korean borders. International fans
praised its lighthearted and comforting vibe, with one viewer describing it as "a light, fun,
comfort drama that is character-focused rather than being heavily plot-driven."
The chemistry between the leads was also highlighted as a strong point,
bringing "plenty of cuteness and emotion to the drama."
Moreover, the series delves into themes of emotional connection and personal growth,
resonating with viewers seeking more than just surface-level romance. The characters'
journeys toward self-discovery and healing added depth to the narrative, making it "a heartfelt,
introspective drama that explores the power of emotional connection and personal growth."
In essence, while Brewing Love may not have brewed a storm in Korea,
its uncomplicated charm and relatable characters struck a chord with international audiences.
