‘Eye Love You’ refuels Japan’s interest in Korean culture
Chae Jong-hyeop wins hearts of Japanese viewers with unique Korean romance elements
The new Japanese drama “Eye Love You,” currently airing on TBS every Tuesday, follows the romance between Yoon Tae-oh (Chae Jong-hyeop), a Korean graduate student in Japan, and Yuri (Fumi Nikaido), the CEO of a chocolate company who can read minds through eye contact.
The drama’s popularity, fueled by Yoon’s character that breaks the usual molds seen in Japanese media, is once again underscoring the prominence of K-culture, or hallyu, in Japan.
Yoon exemplifies the essential traits found in Korean romantic leads. For instance, in one episode, he shares a cross-cultural moment with Yuri by teaching her the Korean pinky promise gesture, wherein they interlock their little fingers and then stick their thumbs together to reconfirm — an adorable gesture that is new to both Yuri and Japanese viewers.
The drama has shot Chae, a model-turned-actor who debuted in 2016, to stardom in Japan. Despite gaining recognition with his role in the 2019 Korean drama “Hot Stove League,” his name remained relatively obscure in his home country amid the saturated landscape of popular male stars.
However, in Japan, Chae made a rare achievement as “Eye Love You,” secures the coveted 10 p.m. slot, considered prime time for Japanese TV series.
His portrayal of the ideal Korean loverboy has not only elevated his own status, but also propelled the Korean language and dating styles to phenomenal popularity in the neighboring country.
Love language in Korean
In the drama, the female lead possesses a unique ability to read others’ minds simply by making eye contact with them. However, when she encounters Yoon and gazes into his eyes, all she hears is nothing but Korean, a language she doesn’t understand. Yuri then finds herself falling in love as Yoon’s innermost thoughts remain a mystery to her.
During scenes featuring Korean dialogue by Yoon, Japanese subtitles are intentionally omitted by the production team to immerse viewers in Yuri’s emotional journey.
This language barrier serves as a unique narrative device, enhancing the mystique of the romance and sparking a trend among Japanese viewers eager to learn Korean to uncover Yoon’s thoughts.
Recent reports from Japanese media outlets have highlighted a significant uptick in viewers actively seeking to learn Korean due to their admiration of the show’s male lead.
Various content creators, including Japanese YouTubers, have adapted to this trend, releasing videos that offer lessons on the show’s Korean dialogue. These contents go beyond mere translation, effectively serving as impromptu Korean language and culture lessons.
Analysis from Japanese media outlets have framed this phenomenon as reminiscent of the “Winter Sonata” syndrome observed approximately two decades ago.
“Winter Sonata,” featuring first-generation hallyu stars Bae Yong-joon and Choi Ji-woo, aired in Japan in 2003. Bae, known in Japan as “Yonsama” (”Prince Yong” in Japanese after the first syllable of the actor’s first name), captivated Japanese audiences and sparked a wave of Korean language learning primarily among individuals in their 30s and 40s back then.
Fast-forward to the present, and the trend of learning Korean persists in Japan, albeit with a noticeable shift toward younger demographics.
Initially sparked by the popularity of K-pop groups such as BTS and Stray Kids, the trend of learning Korean has expanded to understanding local TV shows featuring Korean dialogue.
Korean romance fantasy
Yoon’s character epitomizes the idealized image of Korean men for Japanese audiences.
As the romantic bond between the protagonists deepens, Yoon showcases his affection by gifting flowers to Yuri and preparing meals for her during late work hours. Enjoying the Korean cuisine made by the charming young man, Yuri joyfully says, “Energy charged.”
The romanticized depiction of Korean men, exemplified by Yoon’s affectionate nature, draws parallels to the “Yonsama” craze from over two decades ago. This resurgence has notably reignited interest in Korean romantic fantasies within Japan.
In line with the hype, Netflix Japan debuted the dating variety series, “Love Like a K-Drama” (2023), highlighting dates between young Korean and Japanese adults. Similarly, Japanese streaming platform Abema has embraced the Korean romance genre with programs such as “Romance Before Debut” (2023) and “Heart Signal Japan” (2022).
“Eye Love You” aligns with these shows in its endeavor to captivate hearts in Japan. The production team openly acknowledges its aim to fulfill Japanese viewers’ longing for Korean romance.
“Many Japanese women are intrigued by the idea of dating Korean men, so we aim to explore these fantasies through this series,” Cha Hyun-ji, a TBS producer involved in the show, was quoted saying during an interview with the broadcaster in January.
“When casting, we considered whether the actor possessed traits that would endear him to a Japanese audience … I often showed Japanese women photos (of Chae) and observed their reactions whenever I had the opportunity,” Cha added, explaining the reason behind his casting.
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Many Japanese
women are intrigued by the idea of dating Korean men, so we aim to
explore these fantasies through this series.
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