KBS Weekend Drama 'Beloved Thief' Revives Ratings with Unique Fantasy Romance

Reporter Jung Se-yoon from TenAsia brings you intriguing broadcasting issues with a fresh perspective, making them easy to read.

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KBS's weekend mini-series, which struggled to find a breakthrough despite featuring well-known actors, has finally succeeded in turning the tide. 'Beloved Thief,' starring Nam Ji-hyun and Moon Sang-min, has consistently increased its viewership ratings since its early episodes, changing the stagnant trend of KBS weekend mini-series.

The KBS weekend mini-series 'Beloved Thief' is a fantasy romance historical drama about Hong Eun-jo (played by Nam Ji-hyun), a woman who is a medical practitioner by day and a righteous thief by night, and Lee Yeol (played by Moon Sang-min), a prince of Joseon who chases her. Their souls accidentally switch, leading them to save each other and eventually the people. The show started with a 4.3% viewership rating (according to Nielsen Korea nationwide) and has steadily climbed to a record 7.3% by its 12th episode.

Despite its star-studded cast, previous KBS weekend mini-series like 'Twelve,' 'Eunsoo's Good Day,' and 'Last Summer' failed to meet expectations in both ratings and buzz, even with actors like Ma Dong-seok, Lee Young-ae, and Lee Jae-wook. In this context, the success of 'Beloved Thief' is seen as a game-changer for the struggling KBS weekend mini-series.

The show's success is attributed to its fresh genre and the stable acting performances of its cast. While the soul-swapping premise isn't new, integrating it into a historical drama has created a unique appeal. Nam Ji-hyun, in particular, seamlessly portrays contrasting personalities within a single character, anchoring the drama with her natural performance. Her nuanced depiction of the emotional shifts between the two souls has heightened the show's engagement.

The chemistry between Nam Ji-hyun and Moon Sang-min is also noteworthy. Their playful romance, resulting from the soul swap, not only enhances the drama's entertainment value but also showcases their visual harmony. Supporting actors like Hong Min-ki and Han So-eun contribute significantly to the drama's strength.

Analysts suggest that KBS has accurately targeted the preferences of its main audience. Cultural critic Ha Jae-geun told TenAsia, "KBS has a large middle-aged audience who prefer historical dramas. The genre itself attracts viewers, and the extreme yet comedic soul-swapping premise appeals to weekend drama viewers who enjoy sensational content."

Ha further explained, "While the soul-swapping concept in a historical drama might seem unfamiliar, Nam Ji-hyun convincingly brings it to life, maintaining the drama's stability. The synergy between the genre's strengths and the actors' solid performances has led to the drama's high quality and naturally good results."

Buoyed by this positive response, 'Beloved Thief' is also achieving significant results in terms of buzz. It ranked 4th in the TV-OTT integrated drama buzz rankings for the first week of February and continues to be a top content choice on major OTT platforms like Netflix and Wavve. It has also reached the TOP5 in regions such as North America, Europe, the Middle East, and Oceania, gaining global popularity.

With only two episodes left until its conclusion, all eyes are on whether 'Beloved Thief,' which has broken the streak of underperforming KBS weekend mini-series, can maintain its upward trajectory and end on a high note.

Reporter Jung Se-yoon from TenAsia yoon@tenasia.co.kr