'Gugidong Friends': A Refreshing Take on Cohabitation Reality Shows Captivates MZ Generation

tvN's variety show 'Gugidong Friends' is gaining momentum. While the format of single celebrities living together has been used in past reality shows, it often faced criticism for sensationalized portrayals. However, 'Gugidong Friends,' a cohabitation reality show that emerged after 12 years, offers a more genuine look at the relationships among its cast, earning praise particularly from the MZ generation.

According to Nielsen Korea on the 21st, the second episode of 'Gugidong Friends' achieved an average viewership rating of 3.1% in the metropolitan area, ranking first among cable and general programming channels in its time slot. The show also topped the ratings for tvN's target demographic of men and women aged 20-49 across all channels, including terrestrial networks. A clip from the second episode featuring Lee Da-hee and Choi Daniel playfully arguing over buying a suit surpassed 4.1 million views within two days of release.

The format of single celebrities cohabiting is familiar to the public. In 2014, SBS's 'Roommate' and Olive's 'Share House' attempted similar concepts but received lukewarm responses. Despite initial buzz, 'Roommate' was criticized for forced romantic storylines and sensationalized conflicts, leading to viewer fatigue.

'Share House' started with the concept of sharing warmth through meals but faced backlash for airing an unfiltered forced coming-out scene, perceived as chasing sensationalism. At the time, the lack of social media promotion led these shows to rely on shocking issues to gain attention on portal sites.

Now, 12 years later, 'Gugidong Friends' twists the format by emphasizing 'loose solidarity.' The cast's playful bickering over trivial matters mirrors the banter of real-life close friends, resonating with viewers. This shift in production style reflects a change in audience preferences.

'Gugidong Friends' aligns with the values of today's youth, who prefer meaningful connections without excessive emotional investment. Unlike past shows that relied on forced drama or romance, the realistic relationships formed from natural distance appeal more to the MZ generation. In this era of change, 'Gugidong Friends' captivates audiences without sensationalism, establishing itself as a 'comfort watch' variety show.

'Gugidong Friends' airs every Friday at 8:35 PM.

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