How YouTube is Transforming Celebrity Images: The Cases of Seo In-young and Lee Mi-sook

Seo In-young and Lee Mi-sook are among the celebrities who are redefining their public images through personal YouTube channels. Traditionally, celebrities were often portrayed in a light crafted by TV producers, but YouTube now allows them to shape their own narratives. Seo In-young, in particular, has successfully shed her long-standing 'unfavorable' image, gaining popularity through her channel.

Seo In-young's YouTube channel, 'Reformed Seo In-young,' surpassed 10 million cumulative views as of the 14th. She made a surprise return to the public eye on August 28th, after a decade-long hiatus, and achieved this milestone in less than a month. Her subscriber count is also nearing 500,000.

As a comeback strategy, Seo In-young chose to confront various controversies head-on. Her first video featured her reading and responding to negative comments, addressing past controversies, and openly discussing personal matters such as marriage and divorce. This approach is reminiscent of Hollywood stars who have overturned negative perceptions. Subsequent videos revealed her quiet life in Namyangju, away from the glitz of Seoul, and shared previously undisclosed family stories, including her parents' divorce.

Viewers responded positively, commenting, "The times have finally caught up with Seo In-young," and "It's impressive how much buzz she's generating after a 10-year break." It took just three YouTube videos for Seo In-young to transform her image.

Actress Lee Mi-sook, in her 49th year since debut, has also gained a new image through YouTube. Her channel, 'Sook's Misook,' showcases a warm and approachable side, contrasting with her previously known cold and aloof persona. Her candid moments, like wearing toe socks incorrectly or struggling with a kiosk to order coffee, are shared openly. Her hearty laughter in response to a young male producer's jokes further cements her friendly and cool image.

The trend of celebrities adopting more genuine and candid personas aligns with the current cultural shift towards authenticity. Viewers now feel a stronger connection to the human side of celebrities as seen on YouTube, rather than the polished and curated images presented on traditional broadcasts.

By Ejin Park, TenAsia Reporter ejin@tenasia.co.kr