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| "Dear Hyeri" |
While writing my recent review of "Our Unwritten Seoul," I was reminded of the drama "Dear Hyeri," so I decided to write a review. When I first saw "Dear Hyeri," I strongly recommended it to my friends and students because the subject matter was so intriguing and the directing was so engaging. However, after watching it halfway through, I regretted it. It might be a bit harsh, but it was a drama that was anticlimactic (I'm not talking about the ending, but the second half...). The subject matter was compelling, and the beginning was good, so why couldn't it be sustained? Both dramas share a common thread: the female protagonist plays two different personalities. However, while "Our Unwritten Seoul" achieved a domestic viewership rating of 8.4% and was a huge success on Netflix, "Dear Hyeri" achieved less than half that, 3.4%, and generated little buzz. Of course, ratings and numbers aren't everything, but even as a former Directing Team staff member, I can see the stark differences between the two dramas. What was the difference?
The two dramas share similar yet distinct themes. This premise was a significant strength that gave them a strong starting point. The premise of identical twins swapping lives, and the story of a single person with two personalities living two lives, are theoretically possible but not commonplace. They possess both a fantasy-like quality that's easy to imagine and a realistic one at that. This premise alone offers endless possibilities for storytelling.
The drama "Dear Hyeri," which deals with dissociative identity disorder (DID), delicately portrayed the protagonist's confusion and growth as he navigates multiple personalities, as well as the emotional arc surrounding them. Initially, it garnered acclaim from critics and some viewers. However, as the drama progressed, its momentum faltered, ultimately resulting in disappointing ratings.
The primary external factor was the limitations of its marketing and platform strategy. Produced as a Genie TV original, it aired primarily on the ENA channel and the Genie TV app, making it less accessible than major OTT platforms. This meant fewer opportunities for viewers to naturally engage with the show. In today's overflowing content landscape, gaining traction requires either being featured on major platforms like Netflix, Disney+, and Wavve, or generating initial buzz through robust marketing. However, "Dear Hyeri" was somewhat passive in this exposure strategy, ultimately falling short of expectations.
Furthermore, it failed to generate the word-of-mouth buzz the production and broadcasting companies had intended. While the drama's message and acting were excellent, some analysts argue that it lacked compelling scenes or buzzworthy points that would spark conversation among viewers. Ultimately, the drama's impact was limited compared to its overall quality, leading to low viewership ratings and limited buzz.
The biggest reason, however, was the story's sagging and unconvincing plot compared to its early stages, which prevented it from continuing. The male lead, Jung Hyun-oh, refuses to marry the female lead, Hyeri, due to a somewhat forced narrative. This further confuses Hyeri, who is hurt by this, and his actions only serve to further disorient her. The drama's focus drops sharply from the middle, and I personally find Shin Hye-sun's performance disappointing. While she does a good job of playing dual roles, like Park Bo-young in "Our Unwritten Seoul," she tends to over-express her emotions. I believe she would improve significantly with a more nuanced performance and some vocal practice. The harvest of this drama can be seen as the rediscovery of Kang Hoon, who showed great acting following his previous work, "The Red Sleeve."
On the other hand, "Our Unwritten Seoul" boasted excellent performances from all the actors, and the seamless integration of the main story with Kim Ro-sa's side story kept viewers engaged until the very end, despite its potentially tedious nature. Personally, I had high expectations for "Dear Hyeri" after watching the first few episodes, which left me feeling quite disappointed. It's a shame that the story couldn't have developed this way with such a talented cast. The male lead, Lee Jin-wook, played a man who refused to marry his lover due to unspeakable personal reasons in "I Need Romance," and it was fascinating to see him take on a similar role in this drama. He's currently playing a charismatic lawyer in "Beyond the Bar." I'm enjoying the drama, with about half of the episodes out, and I'll be writing a review soon. It was a truly original and engaging piece of content, but to say it simply lacked a proper marketing strategy is a bit of a stretch. Many similar projects have quietly gained traction through word-of-mouth, fueled by the strength of their story and the actors' performances. The production team needs to reflect on this. Viewers' expectations are becoming increasingly sophisticated. Only dramas with high quality will be chosen by viewers. I loved this drama so much from the beginning that I was deeply disappointed, and that's why I'm writing a review after a long time, and I'm feeling a bit bitter. Of course, many people will find this drama quite enjoyable. I want to reiterate that this is my extremely subjective review, as someone who has watched countless Korean dramas and worked in the Korean drama industry.
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