C-Drama's popularity goes beyond Busan and stands at the center of glo…
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작성자 playbbs 작성일 26-06-22 20:17 조회 338 댓글 0본문
C-Drama's popularity goes beyond Busan and stands at the center of global fandom
Written on: June 22, 2026 | Column by current affairs critic specializing in IT/media
Recently, the landscape of the Asian content market is changing rapidly. Chinese dramas, which were simply consumed in the domestic market in the past, have now become hot potatoes, emerging as core content in global markets, including Korea and Japan. In particular, the great success of the drama ‘Chokok: Searching for Jade’ is an event that symbolizes this trend, and the actions shown by lead actors Jeon Hee-mi and Jang Leung-hyuk go beyond simple entertainment news and clearly reveal strategic changes in the cultural industry. We conducted an in-depth analysis of these interesting phenomena that unfolded starting from the ‘2026 Asia Content Awards & Global OTT Awards’ held in Busan.
When Jeon Hee-mi, the protagonist of ‘Chuckok’, visited Busan, the atmosphere at the scene was truly overwhelming. She reaffirmed her strong support from global fans by winning the People's Choice Award at this awards ceremony, which is also an indicator of her public influence. From her arrival at the airport to her appearance at the awards ceremony, Jeon Hee-mi's every move was shared with fans in real time and became a hot topic. In particular, Korean fans were enthusiastic about her down-to-earth charm and excellent fan service, which was a way of intimate communication that was significantly different from the distance shown by Chinese stars in the past. Jeon Hee-mi's multiple visits to Korea and her enjoyment of Korean culture clearly shows how important middle school stars now consider contact with overseas fandoms.
Jang Reung-hyuk, who led the popularity of ‘Chuckok’ along with Jeon Hee-mi, is also taking unrivaled steps. He proved his high recognition in Korea by overwhelmingly taking first place in the Seoul Drama Awards popularity poll, and has recently been attracting attention as a political and cultural icon who can serve as a bridge in cross-strait relations. The fact that China supports his remarks and the possibility of him visiting Taiwan is even being discussed means that Jang Ling-hyuk has become more than just an actor and has become an influential figure throughout Asia. Song Wi-ryong also visited Busan and won the People's Choice Award, solidifying his status, and this is an example that proves how a single work called ‘Chukok’ has formed a huge fandom throughout Asia.
The background to this Chinese content craze lies in the Chinese content industry's meticulous strategy revisions. In the past, the practice of waiting several months after airing in China for distribution abroad has now disappeared. Major platforms such as iQiyi and Tencent immediately support Korean and Japanese subtitles and have established a system that is close to simultaneous release. This is an essential survival strategy to dominate the Korean and Japanese markets with high spending power. It is also worth noting that there has been an increase in the number of stars, such as Rosa Jo and Woo Seo-heun, who are directly targeting Korean and Japanese fans through social media for promotions. Now, Korea and Japan are no longer unfamiliar overseas markets for Chinese actors, but have become key bases that they must conquer to complete their careers.
Of course, this process is not always smooth. Even though Jeon Hee-mi appeared in a luxury brand advertisement, the scene was deleted from the Chinese version due to censorship, clearly showing the gap between the global content market and China's conservative censorship stance. Nevertheless, Chinese actors maintain their own identity by sticking to their real names. The process of brands such as Jeon Hee-mi, Jo Ro-sa, and Wang Cho-yeon using their real names instead of stage names shows the trend of valuing original values beyond the commercial image making prevalent in the entertainment industry. Even in a strict censorship environment, they do not lose their unique colors and do not stop taking on challenges to advance into the wider world.
■ Conclusion and analysis outlook
The Chinese media boom triggered by ‘Jukok’ is not a temporary fad, but a huge wave that shows that the Asian content industry is becoming one. The main actors' attendance at global award ceremonies, near-real-time distribution of content, and close communication with fans foretell how Chinese content will establish itself in the global market beyond Asia in the future. Watching how Chinese stars grow and balance the barriers of censorship and the demands of the global market will be the most important key to reading future Asian cultural trends.
* This post is a commentary by PlayBBS that analyzed real-time Google Trends popular search terms and related major articles.
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