Park Bo-gum and Kim Tae-ri bring ‘kind variety’ shows to local communities in Korea

A scene from "Bogum Magical" / Courtesy of tvN

Actors known for their work in films and dramas are stepping into a new genre — so-called “kind variety” programs that blend into local communities and share their talents with residents.

Just before midnight, actor Park Bo-gum is seen hurrying down a dark country road to a barbershop with its lights off. Sitting a staff member in front of a mirror, he begins a final haircut check before the shop’s opening. The snipping of scissors fills the empty space for hours, followed by roll-drying and even hair coloring practice. The rehearsal continues for more than three hours.

“I hope visiting this barbershop becomes a truly magical time for our guests,” Park said.

A rural barbershop without drama

A poster for "Bogum Magical" / Courtesy of tvN

The tvN program “Bogum Magical,” which premiered on Jan. 30, follows the process of running a barbershop for residents in a remote rural village with not even a convenience store. Park, who obtained a national barber’s license during his military service, takes full charge of hair services. Actor Lee Sang-yi works as a nail artist, carefully tending to customers’ hands, while Kwak Dong-yeon assists by preparing winter snacks such as fish-shaped pastries and staff meals.

Although the show contains no sensational elements and simply observes daily life in a countryside barbershop, it ranked first in its time slot after just two episodes, recording a nationwide average rating of 3.1 percent.

Producer Sohn Soo-jung described it as “a program driven by sincerity alone.” Park said he wanted to open the barbershop in a meaningful region and leave it as a sustainable space, personally participating for a year in selecting the location and remodeling. Lee also challenged himself to obtain a national nail technician license while juggling his schedule and successfully passed the exam.

Even after opening, Park spends hours focusing intently on customized hair treatments, sweating as he works — a novice barber whose dedication naturally draws support from viewers. Sohn said the team sometimes held onto nail art sessions or continued baking snacks for so long that they failed to close on time, adding that such effort truly sets the show apart from other variety programs.

Kim Tae-ri takes on after-school theater

A scene from "After-school Teacher Tae-ri" / Courtesy of tvN

Actor Kim Tae-ri will also enter fixed variety programming for the first time since her debut with tvN’s “After-school Teacher Tae-ri,” set to premiere Feb. 22. The program follows her as she teaches acting to children as the instructor of an after-school theater club at a rural elementary school.

Like “Bogum Magical,” the show reflects Kim’s own background. She nurtured her dream of becoming an actor in a school theater club during her student years. The production team said the program was inspired by real cases in which after-school activities helped revive schools facing closure.

Cultural critic Kim Heon-sik said the concept breaks away from the existing local variety show framework in which stars visit rural areas merely to enjoy themselves. He said that from a social marketing perspective, the project is desirable and that broadcasters and production companies should support such programs from a long-term perspective rather than judging them solely by short-term ratings.

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.