K-variety Shows Expand Globally... Following the Popularity of 'JUST MAKE UP', 'Physical: Asia' and 'Perfect Glow' Set to Launch

[Financial News]









"We take pride in the fact that the reality survival format of Korean variety shows is becoming a global standard."
As Netflix Nonfiction Director Yu Ki-hwan stated at the 'Netflix Variety Festival 2025' last September, K-variety shows are expanding rapidly. Major OTT platforms such as Netflix, Coupang Play, TVING, and Disney+ are fiercely competing with a diverse lineup of survival programs.
Netflix’s hit show 'Physical: 100' is set to return on the 28th with its third season, 'Physical: Asia', featuring participants from eight Asian countries. American and Italian versions have also been confirmed.
Global action star Ma Dong-seok is spearheading a revival of K-boxing with 'I Am Boxer', a large-scale boxing survival show he personally planned.
While Coupang Play’s 'JUST MAKE UP', a makeup version from the creators of 'Black and White Chef', is enjoying popularity, tvN and TVING are launching 'Perfect Glow', a K-beauty spin-off of 'Youn's Kitchen' and 'Jinny's Kitchen'.■ The Expansion of K-variety with 'Physical: Asia''Physical: Asia' brings together legendary athletes from various countries. Participants include Filipino boxing icon Manny Pacquiao, former UFC Middleweight Champion Robert John Whittaker from Australia, Japanese MMA star Yushin Okami, and Korean athletes Dong Hyun Kim, Yun Sung-bin, Jang Eun Sil, Choi Seung-yeon, and Kim Min-jae, all competing to prove their national pride.
At the production presentation held on the 24th at The Westin Seoul Parnas in Gangnam, Seoul, producer Jang Hogi described 'Physical: Asia' as a new type of international competition. He invited viewers to look forward to the performances of legendary athletes from eight countries, each giving their all for national pride, and to anticipate the emergence of new characters not seen before in Korean content.
He noted, "The Korean team may not be the strongest or fastest, but they excel in teamwork and endurance. Japan, on the other hand, is a strategic team composed of elite athletes. Expect an intense rivalry between the two nations."
Additionally, the competition will showcase the unique strengths and physiques of teams such as Mongolia’s 'Steel Warriors' and the Philippines’ 'Pacquiao Squad'.
A key feature of this season is that it emphasizes coexistence and respect, rather than just competition.
He emphasized, "We balanced the teams’ physical abilities and characteristics to ensure no country appeared overwhelmingly strong or weak. The athletes approached the competition with such seriousness that we, too, felt a great sense of responsibility. From planning to filming and editing, we focused on respecting participants who traveled from afar to join us."
This season’s main stage is Geunjeongjeon Hall, a symbol of Korea. Once a venue for welcoming foreign envoys during the Joseon Dynasty, it has been reinterpreted as the symbolic gathering place for 'Physical: Asia'.
Producer Jang added, "Our goal was to harmoniously capture the diverse cultures and histories of Korea and Asia. The quests are not just simple games, but narratives that allow participants to experience the culture and symbols of Asia." The prize money is 1 billion won.■ Opening a New Chapter for K-beauty Survival ShowsCoupang Play’s original 'JUST MAKE UP', produced amid global interest in the K-beauty industry, saw its viewership increase 8.4 times compared to its first week. It has ranked No. 1 on Coupang Play’s popularity chart for four consecutive weeks.
This program, created by the team behind 'Black and White Chef', is Korea’s first makeup artist survival reality show, combining skill, artistry, and emotion in a competitive setting.
About 60 participants—including Cheongdam-dong salon artists, brand artists, and beauty creators—are competing in various missions, currently vying for a spot in the top three through the 'New Face' challenge. The show goes beyond simply showcasing beauty techniques, highlighting an artistic competition where artists from diverse backgrounds create their own aesthetic worlds within a set theme and time limit. Even male viewers who previously only used lip balm have been captivated.
Thanks to enthusiastic viewer response, episodes 7 and 8 were released simultaneously on the 24th, featuring a mission to reinterpret Koh Sangwoo’s painting 'Kamadhenu' through makeup. The 'Oh Dolce Vita' stage, where a contestant used their mother as a model, moved the judges to tears with its touching story, surpassing mere technical and artistic excellence.
"A dignified competition for artists and service workers," "A feast of visual shock"—such praise has poured in, with some viewers even saying, "I never thought I’d cry while watching a makeup show."
Producer Woojin Shim explained, "This is a stage where artists express their unique philosophies through makeup as an art form, going beyond a simple technical contest." He added, "We focused on directing so that the stories and messages each participant conveys through makeup could be fully delivered to the audience."
Meanwhile, tvN will premiere two new variety shows, 'Perfect Glow' and 'I Am Boxer', next month. 'Perfect Glow' (premiering November 8) is a reality program where actors Ra Mi-ran and Park Min-young open a Korean-style beauty salon called 'Danjang' in Manhattan, New York, offering K-beauty services to local customers. 'I Am Boxer' (premiering November 21) is a collaboration between producer Wonwoong Lee of 'Steel Troops' and writer Suk-Kyung Kang of 'Physical: 100', and will be available to global audiences via Disney+.

jashin@fnnews.com Shin Jin-ah Reporter