Profile photo of writer Im Sung-han

Writer Im Sung-han (pen name Phoebe) is taking an unprecedented step.

On the 8th, the YouTube channel ‘Eom Eun-hyang’ announced that writer Im Sung-han will appear on a live broadcast. Eom Eun-hyang stated via social networking services (SNS), “Emergency notice. There is news! Writer Im Sung-han got in touch! Next week, we will hold the first live to celebrate ‘Eom Eun-hyang’ reaching one million subscribers. Guest: writer Im Sung-han”.

With 630,000 subscribers, Eom Eun-hyang has won major popularity for content that comically recreates various cliches of domestic dramas, and has also repeatedly posted analyses of works by Im Sung-han, such as ‘Differences between Im Sung-han and rom-com love-hate relationship cliches’ and ‘Distinctive traits of lines in Im Sung-han vs. Kim Eun-sook dramas’, achieving high view counts.

Instagram account of YouTuber Eom Eun-hyang

Amid this, the announcement of the writer making a direct appearance is drawing attention. In particular, considering that the writer has long kept media exposure to an extreme minimum, the plan to show a face and voice and communicate in real time heightens expectations among drama fans.

In light of the bold move by Im, who for many years released numerous hits yet did not hold production presentations or interviews, attention is also turning to the new TV Chosun series ‘Dr. Shin’ by the writer, which is currently on air.

Premiering on the 14th of last month, ‘Dr. Shin’ has remained stuck in the 1% ratings range despite signature shock-driven developments characteristic of Im Sung-han, including brain change, out-of-body experiences, and sudden-death endings. Starting at 1.4% for episode one, the rating fell to 0.9% by episode five, and the latest episode aired on the 5th recorded 1.2%.

Broadcast still from TV Chosun ‘Dr. Shin’

After ‘Marriage Lyrics, Divorce Composition 2’, unveiled in 2021, set the highest drama record on TV Chosun with a peak rating of 16.6%, ‘Marriage Lyrics, Divorce Composition 3’ in 2022 and ‘Lady Durian’ in 2023 showed declines, with peak ratings of 10.4% and 8.1% respectively, while ‘Dr. Shin’ is displaying a slump verging on a plunge.

Topicality is also moving in an unexpected direction. True to the writer who has created a ‘meme’ with every work, ‘Dr. Shin’ is likewise producing derivative creations across various short-form platforms; however, it shows a different pattern from past works, which became hot topics through specific scenes that are still consumed as memes.

For ‘Dr. Shin’, creations that comically highlight the ‘Im Sung-han world’ rather than the drama itself (such as comparing and analyzing lines with past works by the writer) predominate. Lines and developments unique to Im that once delivered shock have now become ‘a known taste’, and they seem to be consumed only as brief amusement, rather than arousing curiosity about the drama and leading to viewing.