Why women in their 20s and 30s can’t stop watching ‘Yumi’s Cells 3’
Actors Kim Go-eun, left, and Kim Jae-won pose during a press conference for Season 3 of Tving original series "Yumi's Cells" at The Link Hotel in Seoul, April 7. Yonhap
Empathy over deeper narrative and Kim Jae-won’s breakout performance capture female Gen Z viewers
The third season of Tving original series "Yumi's Cells" concluded its run, overcoming franchise fatigue to dominate domestic and international streaming charts.
The hit romantic comedy avoided the curse of seasonal television by focusing on empathy rather than a deeper narrative, capturing female Gen Z viewers in particular. The series also cemented its success by launching Kim Jae-won as a new rom-com breakout star.
The season finale, released May 4, ranked No. 1 in driving paid Tving subscriptions for two consecutive weeks, demonstrating the popularity of the major franchise. This renewed interest created a strong halo effect on the streaming platform, pushing Season 1 to No. 4 and Season 2 to No. 6 in domestic viewership.
The final episodes also translated into measurable platform momentum overseas. During its first week of release, the show ranked No. 1 on Rakuten Viki in the United States, Europe, the Middle East and Oceania. It also secured the top spot on Mongolia's Inche TV and ranked No. 3 on Disney+ Japan.
Multiseason dramas pose inherent risks. While they have the advantage of continuing stories based on successful franchises, they frequently cause viewer fatigue due to repetitive structures and slow pacing. A common criticism is that as seasons progress, characters lose their charm or the narrative loses its edge.
A scene from "Yumi's Cells 3" / Courtesy of Tving
However, "Yumi's Cells" sustained its consistent storytelling, emerging as a model seasonal drama. The secret to its success lay in delicately portraying experiences many people know well, from small workplace concerns to changes in emotions while dating and struggles with self-esteem.
The series differentiated itself by highlighting the main character's daily life, avoiding dramatic incidents or provocative conflicts, and naturally weaving in realistic episodes that resonated deeply with women in their 20s and 30s.
The production also advanced its signature mixture of real and virtual worlds. The unique direction combining live-action performances and cel animation became increasingly sophisticated over the seasons, functioning as an intuitive device to convey the characters' complex emotions.
The season's defining achievement was Kim Jae-won's breakout performance as Yumi's love interest, Shin Soon-rok. His measured, naturalistic delivery — with stable emotional expressions — subverted typical romance tropes, offering a grounded take distinct from the original webtoon.
Kim's performance went beyond a simple breakout and helped solidify the show's identity. The romantic storylines in "Yumi's Cells" have consistently leaned closer to reality than fantasy. Previous male leads Ahn Bo-hyun, playing Goo Woong, and Park Jin-young, playing Yoo Babi, portrayed believable partners, increasing viewer immersion. Kim accurately grasped his character, becoming the driving force of Season 3.
Actor Kim Jae-won poses during a press conference for Season 3 of Tving original series "Yumi's Cells" at The Link Hotel in Seoul, April 7. Yonhap
The franchise's enduring success also relied heavily on lead actress Kim Go-eun, who has anchored the drama for all three seasons. She leaves a deep impression on viewers as Yumi, a protagonist who does not hesitate in the face of conflict and moves forward step by step.
"'Yumi's Cells' is a work that marked the beginning of my 30s and feels like a work that opened the second chapter of my life as an actor," she said. "I have loved Yumi a lot, and I am happy that Yumi received love from viewers."
This article from the Hankook Ilbo, the sister publication of The Korea Times, is translated by a generative AI system and edited by The Korea Times.