Korean drinking shows are facing growing backlash following the recent controversy involving BoA and TV star Jun Hyun Moo. Concern is mounting over the glamorization of alcohol in online content, particularly in media easily accessible to younger viewers.
SM Entertainment star BoA issued a public apology on April 7 after she went on a controversial live broadcast with Jun Hyun Moo. During the broadcast, the two stars appeared visibly drunk and flirty. The singer then made a comment about Jun and Park Na Rae that was deemed disrespectful and sparked massive criticism.
BoA has since apologized on Weverse, calling her behavior careless and claiming she had personally apologized to Park.
While celebrity livestreams like BoA’s may seem casual, they are part of a larger trend where drinking is frequently portrayed as fun, harmless, or even beneficial. Popular YouTube shows hosted by celebrities like Lee Young Ji and Shin Dong Yup often center around alcohol, featuring the hottest celebrities casually drinking, taking shots, and even making positive remarks about alcohol’s effects.
Concerns have now increased due to the sudden increase in shows with such content. According to the Korea Health Promotion Institute, the number of top alcohol-related YouTube videos that glamorize drinking jumped from 27.8% in 2021 to 78% in 2023. On streaming platforms, drinking scenes appear nearly four times more per episode than on traditional TV.
Experts warn that such portrayals can influence young viewers. According to a report by Korea JoongAng Daily, one survey found that 10% of middle and high school students wanted to try alcohol after seeing it in shows or K-Dramas.
While YouTube and TikTok have policies aimed at restricting harmful content, enforcement remains inconsistent. Despite revised guidelines introduced in 2023 by the Ministry of Health and Welfare, experts argue that more needs to be done.
As more celebrities take to live streams, the line between entertainment and influence continues to blur, prompting calls for greater responsibility from both content creators and platforms. You can read more about BoA’s apology below.
