K-pop stars get tipsy on YouTube, but some voice concerns

Talk show content involving drinking has become a new trend among web-based variety shows. Screen captured from YouTube

By Lee Gyu-lee

Offering a glimpse into the private lives of celebrities is a surefire formula for attracting viewers. Adding some liquor to the equation could spice things up even more.

That's exactly the formula rapper Lee Young-ji used for her show, "Not Much Prepared," which debuted on YouTube, inviting big-name celebrities to shoot the breeze over a tipple. The program soon created a huge buzz among viewers and on social media.

"Not Much Prepared," which opened on the video-sharing platform in June last year, has garnered over 2.84 million subscribers so far. For each episode, a guest is invited to Lee's house to talk about his or her life and career, sharing intimate, personal stories while knocking down some shots and enjoying some food together.

The show has featured a number of famous K-pop stars like Jisoo of girl group BLACKPINK, Jin of BTS, Key of SHINee, Nayeon, and Chaeyoung of TWICE, as well as Danish pop singer Christopher Lund Nissen.

On the tail of the show's success, other YouTube variety content began to pop up featuring similar format, such as BTS Suga's "Suchwita" and "Jo Hyunah's Thursday Night."

A scene from Lee Young-ji's "Not Much Prepared," featuring K-pop star Jisoo, left, as a guest / Screen captured from YouTube

Suga, of K-pop juggernaut BTS, launched his own talk show on the group's official YouTube channel, titled "Suchwita," which is a Korean acronym for "Time to Drink with Suga."

Since starting in December last year, the show has featured various K-pop stars, including his fellow group members, for candid chats with the host in a casual drink and dining setting, sharing an inside look into their lives. The first episode, featuring RM as the guest, drew over 7.4 million viewers since its release.

For a 25-year-old YouTube viewer, surnamed Son, these drinking talk shows offer a rare chance to see stars away from the spotlight.

"A lot of the guests are top stars. And those talk shows are more relatable and closer to life than other shows, because it's like (the celebrities) are just talking at a bar. So it feels like you're getting a peek at your friend's drinking hole, which is interesting," she said.

Around the same time as Suga, singer Jo Hyun-ah of singer-songwriter group, Urban Zakapa, and BamBam of K-pop group, Got7, also started their own talk show inviting guests for a drink.

K-pop star Jeon So-mi, left, drinks craft beer with BamBam in the YouTube show "Bam House." Screen captured from YouTube

"Jo Hyunah's Thursday Night" has garnered over 308,000 subscribers since it opened on Jan. 4, inviting celebrities like Bae Suzy and Im Si-wan for a drink, casual conversation and sing some songs too. BamBam invited K-pop stars like TWICE's Jihyo and Jeon Somi to his house for a taste of craft beer on his talk show "Bam House."

Pop culture critic Kim Hern-sik noted that web-based reality shows, which tend to fall under more flexible guidelines, use alcohol to stand out from other TV reality shows.

"(YouTube content creators) need to differentiate themselves from broadcast television. With TV shows, there are stricter regulations on scenes featuring alcohol consumption," he said. "So, to set themselves apart, they need to cover things that weren't on regular TV programs. Hence, there are more shows with alcohol."

He added that a look into the stars' personal lives in a very relaxed atmosphere makes such shows more appealing to fans.

"Also, it sets a natural vibe, which will allow celebrities to show their deep emotion or sides that make them human. That triggers people's interest," he said.

Singer-actor Bae Suzy, right, appeared on the talk show, "Jo Hyunah's Thursday Night," hosted by singer Jo Hyun-ah. Screen captured from YouTube

"With the coronavirus situation, there has been a lot less face-to-face interaction among the younger generation of people. And social gatherings have not fully recovered, as a part of the COVID-induced fallout. So people are finding a vicarious way to fulfill those needs through such shows."

However, the rise of shows involving drinking has also raised concerns about negative influences on minors as age restrictions for web-based content are much looser and simple to circumvent.

"The broadcasters and networks tend to have appropriate controls (on content) regarding what would be harmful to minors. But with platforms like YouTube, minors can easily access content, which is also shared on social media. And it's a problem," Kim, the pop culture critic, said.

"Especially, a lot of K-pop stars are on drinking talk shows. And they have a great influence on teenagers. So it raises concerns that such exposure would lead teens to imitate (their behavior)."

"Not Much Prepared" drew over 2.84 million subscribers since it launched last June. Screen captured from YouTube

Kim also noted that frequent exposure to alcohol in media will generally lead to more relaxed attitudes towards drinking.

"Our country already has a great deal of social tolerance when it comes to drinking alcohol, but there's a possibility that it will strengthen that leniency even more. There can be even content showing cast members slipping up or losing control, which would be inappropriate," Kim said.

"It also raises the question of whether alcohol is an inevitable means to connect and build relationships with others. You can have conversations in a sober state, so there's the issue of why you need to rely on alcohol to do that. So I feel there could be a negative effect on the culture of social interaction to become dependent on alcohol."