Mnet Plus's 'SUMBAKKOKJIL' Proves Global Appeal with Successful Season 1 Finale

Mnet Plus, the global K-POP content platform by CJ ENM, has successfully wrapped up the first season of its original variety show 'SUMBAKKOKJIL', which premiered in March. This achievement further solidifies the platform's competitive edge in original IP. Previously, CJ ENM's music channel Mnet made waves with 'Boys Planet', which concluded in late September, continuing to dominate the K-POP content scene even two months after its finale.

'SUMBAKKOKJIL' is a survival variety show where K-POP artists play a game of hide and seek with a mysterious tagger for 4,444 seconds. Inspired by the traditional Korean game, the show unfolds in unique settings like schools, police stations, water parks, abandoned factories, and theme parks. Its creative concept and high-quality production have been praised for revealing the 'real charm' of artists beyond the stage.

Mnet Plus aimed to create content that transcends language barriers, and 'SUMBAKKOKJIL' has been recognized for opening a new chapter in the chase survival genre. It showcases the potential of Mnet Plus's original variety shows.

The show has garnered nearly 14 million views across all videos, including its social media platforms, and has attracted over 1 million unique users, marking significant achievements. It also ranked third in new subscriber contributions among Mnet Plus content this year, establishing itself as a key driver of traffic.

The episodes featuring TREASURE and NCT WISH led subscriber contributions in March and April, respectively, driving growth for two consecutive months. Notably, the NCT WISH episode saw a 1,200% spike in daily active users (DAU) immediately after its release, demonstrating the global impact of 'SUMBAKKOKJIL'.

A total of eight teams, including RIIZE, ZEROBASEONE, TXT, ALLDAY PROJECT, TWS, and BOYNEXTDOOR, participated as players, each bringing unique concepts and atmospheres. The mix of fear and laughter in real situations showcased the members' surprising reactions, teamwork, and chemistry, which resonated with the global fandom.

'SUMBAKKOKJIL' offered a fresh experience with its 'Fanteractive' structure, allowing K-POP artists and fans to immerse themselves together. The mission required the majority to survive without being caught by the tagger to deliver gifts to fans, making both artists and fans part of the content.

Mnet Plus expressed their delight in the show's success, stating, "We are thrilled that our first original variety show has become a beloved IP among the global fandom. Next year, we plan to expand the universe and enhance fan-interactive elements for even greater engagement and enjoyment."

Mnet Plus's original variety show 'SUMBAKKOKJIL' is set to return on a larger scale in 2026.

Lee So-jung, Ten Asia Reporter forusojung@tenasia.co.kr