At the 24th Florence Korea Film Festival (March 19–24), the most celebrated star was Gong Yoo, the lead actor of the global phenomenon Squid Game. Not to mention Milan Fashion Week, where K-drama actors such as Kim Soo Hyun (Queen of Tears) and actor-singer Park Bo-gum are in extremely high demand.
However, this phenomenon does not only concern scripted content. The unscripted world has also become a laboratory of strong international interest. The most notable case remains The Masked Singer, adapted in over 40 countries, as well as the talent show I Can See Your Voice, a competition where new talents are discovered without ever hearing them sing. We should also not overlook the success of Physical: 100 on Netflix, featuring 100 athletes competing across a range of physical challenges.
This trend was also evident at MIPLondon 2026, where Synchro Game was presented—a format that combines mind and body in a competition where contestants, divided between “top brains” (experts in logic and strategy) and “top physiques,” must work in harmony to win. The format also stems from another emerging trend: partnerships between Korea and Japan, in this case between Korea’s CJ ENM and Japan’s TBS.
Within the music genre, an emerging subgenre is that of duets. Among the examples is Unforgettable Duets (distributed by Something Special), in which a person living with Alzheimer’s is guided—through a meaningful song—toward rediscovering memories and emotional connections, culminating in a performance alongside a star. Another variation is Duet Beyond Border (KBS), where music and travel intersect through duets between a famous singer and a local artist, blending culture and tradition within a traveling show format.
Among the most original ideas to emerge recently is The Secret Friends Club (MBC), based on the concept of a “secret friend” game. Five celebrities exchange gifts without revealing their identities, then try to guess who gave what.Finally, we should not overlook the so-called “comfort shows,” where celebrities step in to help ordinary people. One example is The Village Barber, in which the aforementioned actor Park Bo-gum, together with other personalities, opens a barbershop where they listen to the everyday stories and experiences of local residents. The format debuted very successfully on January 30 on tvN.
