Why Korea's new dating shows keep surviving in an overcrowded market

From left, posters for "Romance School: First & Again," "Better Late Than Single" and "Match To Marry: With Parents Season 2" / Courtesy of MBC Every1, Netflix and SBS

Korea's dating reality TV market has long been described as oversaturated, with viewers frequently complaining that too many programs feature ordinary people searching for love.

Yet despite predictions that the genre had reached its limit, several newer dating shows have done what many industry observers considered difficult: secure a second season.

Rather than relying on conventional romance formats, these programs have found audiences through increasingly specific concepts — from lifelong singles looking for their first relationship to divorced women meeting inexperienced men, and even matchmaking shows involving parents and family members.

The trend suggests that while viewers may be growing tired of traditional dating programs, they are still willing to embrace new formats that offer fresh stories and emotional connections.

A scene from "Romance School: First & Again" / Courtesy of MBC Every1

One of the latest examples is MBC Every1 and E Channel's "Romance School: First & Again" (Dolsing N Mosol), which wrapped up its first season on June 2.

The show drew attention before its premiere with its unusual premise of pairing divorced women with men who had never been in a romantic relationship.

The finale ended with three couples successfully matching, helping the program earn positive reviews for its participants' sincerity and personal growth stories. Producers recently announced a new casting call, officially confirming plans for a second season.

A scene from "Match To Marry: With Parents Season 2" / Courtesy of SBS

Another newcomer returning for a second run is SBS' "Match To Marry: With Parents Season 2," which premieres June 25.

The reality series follows 10 single men and women who live together in Andong, North Gyeongsang Province, while pursuing serious relationships with marriage in mind.

What sets the show apart from most dating programs is its family-centered format. The first season featured mothers accompanying their children during the matchmaking process, while the upcoming season will involve entire families.

The concept has helped the series stand out in a crowded field, where many programs compete for the same audience.

A scene from "Better Late Than Single" / Courtesy of Netflix

Netflix is also betting on the continued popularity of niche dating formats.

The streaming platform's "Better Late Than Single" returns for a second season on July 7, bringing together lifelong singles attempting to experience romance for the first time.

The first season resonated with viewers through the awkward yet genuine experiences of participants navigating dating without prior relationship experience. Expectations are now growing over whether a new group of contestants can recreate that emotional connection.

The success of these programs comes as Korean dating shows continue to evolve beyond simple romance and flirtation.

Recent series have increasingly focused on specific life experiences and identities — including divorced individuals, lifelong singles and family-oriented matchmaking — allowing viewers to connect with stories that feel more personal and relatable.

As competition intensifies across television and streaming platforms, industry watchers are now looking to see whether these newer programs can transform early popularity into long-running franchises.

This article from Xportsnews is adapted by a generative AI system and edited by The Korea Times.