Why is Scarlet Heart Not Popular in Korea?

Scarlet Heart, also known as Moon Lovers: Scarlet Heart Ryeo, was one of the most highly anticipated Korean dramas of 2016. With a star-studded cast of Lee Joon Gi, IU, Kang Ha Neul, EXO‘s Baekhyun, Ji Soo and more, as well as a backing by major broadcaster SBS, the expectations were sky-high. Moreover, it was based on the very popular Chinese novel and drama Bu Bu Jing Xin. However, the show floundered domestically, with low viewership ratings of just 5.955% for its finale.

As a passionate K-drama fan myself, I was curious to analyze why this production failed to attract Korean audiences despite gaining immense international popularity. Here are the key factors behind its lackluster performance at home:

Ratings Were No Match for Competing Dramas

Scarlet Heart aired on Mondays and Tuesdays. At the same time, KBS2‘s Moonlight Drawn by Clouds was dominating its time slot with peak ratings of 23.3%. This youthful, lighthearted palace romance resonated far more with the domestic audience. Scarlet Heart also failed to beat The K2 on tvN, which recorded over 6% viewership.

Idol Stigma Around IU and Baekhyun

As idols venturing into acting, IU and EXO‘s Baekhyun faced inherent challenges. Idol actors often face harsh criticism and skepticism in Korea. For example, 2PM‘s Taecyeon and SNSD‘s Yoona received backlash early in their acting careers. IU especially had to work hard to prove herself, transitioning from a singer to actor. Her acting skills were constantly questioned. This idol stigma likely dissuaded viewers from tuning in initially.

Production Troubles Impacted Storytelling Quality

Scarlet Heart was plagued with issues like script changes, last minute casting, and delays due to Lee Joon Gi‘s mandatory military service. This resulted in a less tight plot with underdeveloped characters. For instance, Kang Ha Neul‘s 8th Prince Wang Wook had great chemistry with IU. But his motivations shifted suddenly, disappointing viewers. Each episode also had varying directors, leading to inconsistent storytelling.

Too Dark and Tragic for Local Audiences

The melancholic, depressing tone and numerous character deaths did not appeal to Korean drama viewers used to lighter, romantic storylines. Tragic endings are rare, as happy endings are preferred. The open-ended finale with leads being separated left fans dejected. Compared to international fans, Koreans found the plot overly sad. Deaths of the 8th Prince, 14th Prince and even IU‘s character were too much to bear.

Lacklustre Promotion by SBS

SBS appeared to rely solely on Scarlet Heart‘s star cast without strong promotional efforts. Little buzz was generated before its premiere. Moreover, Mondays-Tuesdays is considered a less popular slot. SBS could have created more hype with special showcases, interviews and trailers. On the other hand, Moonlight Drawn by Clouds had very successful marketing.

Catered More Towards International Audiences

In fact, Scarlet Heart achieved record breaking popularity overseas, especially in China, Japan and SEA countries like Philippines. This indicates that the tragic melodrama suited international tastes better. The elaborate costumes and sets, fantasy premise, and ensemble cast had greater appeal. The drama racked up billions of views on streaming sites like DramaFever and Viki.

In conclusion, while Scarlet Heart failed to attract Korean viewers due to its idol cast, production issues, melancholy plot and lack of promotion, it found immense international success. The show allowed IU and Lee Joon Gi to showcase their impressive acting chops. Despite low domestic ratings, it exposed them to a wider global fandom. Scarlet Heart‘s storytelling flaws highlight the difficulties of adapting foreign source material. But with its beautiful cinematography and acting, it was a treat for international fans seeking fresh Korean content. The drama will be remembered for its ambition and strong performances rather than ratings.