When Lovely Runner premiered earlier last year, not many expected it to become one of the defining K-dramas of 2024. But the time-slip romance, led by Byeon Woo-seok and Kim Hye-yoon, turned into a global sensation, sparking viral fan moments, offline events, and intense chatter across social media. Produced by Bon Factory and backed by CJ ENM, which is also known for global hits like Guardian: The Lonely and Great God, Crash Course in Romance, and Mr. Queen, the show cemented itself as a benchmark in blending fantasy, romance, and emotional depth.
In an exclusive conversation with India Today, Park Soon-tae, Producer and Vice President of Contents Development at Bon Factory, opened up about the challenges of making Lovely Runner, the rising significance of India in the K-drama ecosystem, and why stories built on emotion and character arcs resonate so strongly with audiences worldwide.
For Park, the success of Lovely Runner reflects a larger truth about Korean dramas. He explains that if a K-drama resonates in Korea, it is more likely to be loved globally because Korean viewers have high standards for green-lighting any content.
“The themes do play a part. But I believe one of the main reasons K-dramas are loved globally is because of the high standards of Korean viewers as well,” he added, “Even if a drama is made by top actors and creators, if it’s not interesting, Korean viewers will completely ignore it. So, dramas that are already proven popular with Korean audiences naturally bring fun and emotion to viewers everywhere in the world.”
Shedding a glimpse on how the casting for this now viral show played an important role in its success, and why it was almost a gamble to begin with, Park Soon-tae explains, “Like with any drama, the initial strategy was star casting. But since Sun-jae’s character had to play a student in a school uniform, a swimmer, and a singer, it was difficult to cast established stars. So, we shifted to casting actors who had the potential to become stars, which led us to Byeon Woo-seok, who was a rising actor at the time. And Kim Hye-yoon was our top choice for the female lead right from the start,” Park explained.
The gamble paid off. Both actors went on to become breakout sensations, carrying the weight of the show’s emotional core and captivating fans into its layered timelines.
Why India connected so deeply?
The drama’s popularity in India took the makers by surprise. “I think it’s because of the story’s focus on character arcs and emotional depth, beautifully expressed through visuals. We always think carefully about which characters will resonate with trend-sensitive viewers and aim to portray them with stylish visuals. This expertise is why K-dramas like this connect and are loved not only in India but around the world,” Park said.
He added, “It’s been a constant surprise. We thought the theme of a K-pop star and fan’s love would be popular globally, but since Byeon Woo-seok and Kim Hye-yoon weren’t very well-known internationally at the time, we couldn’t picture how it would play out. So, we are very grateful and amazed by the success.”
Park Soon-tae also reveals how they dodged making the series more complex by not adding a love triangle to it. He shares, “Lovely Runner is about the story of two characters, Sun-jae and Sol. We did consider adding a love triangle with a supporting male lead early on, but there was no story for the third character that could fit between two people willing to risk their lives for each other across time and space. So, we focused deeply on the story and emotions between these two characters, giving them a much bigger presence than in typical dramas. As a result, I think viewers could fully immerse themselves in their story.”
When asked about the most demanding sequence to film, Park singled out the opening episode. He explains, “The concert scene in episode 1. Since Byeon Woo-seok isn’t a singer, it was very new for him to comfortably handle a large-scale concert. So, we set up seven cameras and created an environment where the actor didn’t have to act but could just hang out casually with music playing. Later, in post-production, we selected the best shots with the right expressions and motions to create the final concert scene. The result was very satisfying.”
Streaming and fandom culture
It is no secret that K-dramas found a huge audience on streaming platforms, thereby encouraging fan engagement and interactions. Lovely Runner also was able to reach a wider audience through streaming growth, beyond traditional TV viewers. Soon-tae acknowledges it.
“Lovely Runner had as many streaming viewers as TV viewers. Fans shared their connections and experiences online, which expanded into offline activities like pop-up events, merchandise purchases, and fan concerts. This shows how streaming services are driving more active content consumption and fandom formation than before,” Park observed.
The shift reflects broader trends. Over the past few years, CJ ENM’s dramas—Mr. Queen, Crash Course in Romance, Stranger, Reply 1988—have become streaming favourites in India, and the studio’s collaborations with Indian platforms are set to deepen this reach.
For him, the international market is now central to greenlighting projects. “It’s absolutely critical. As Korean dramas gain global standing, production costs to make high-quality content have also increased. Nowadays, it’s hard to get approval to make shows targeting only the domestic market. Projects made by actors or writers with global influence get approval more easily, while others often miss chances. That’s why Lovely Runner, which succeeded without relying on globally known actors or writers, is meaningful as to becoming such an example.”
India: the next big frontier
Park emphasized India’s significance as one of the largest markets, highlighting strong potential for future collaborations. “India is one of the largest markets today. Both Korean and Indian audiences love energetic content that highlights comedy, friendship, and family. Based on this, I believe joint productions could create truly powerful content.”
And when asked if Lovely Runner could be remade in India, Park was enthusiastic: “I do. Localized content has its own unique power. Just look at how Boys Over Flowers was remade in many countries, creating huge buzz and launching new star actors everywhere. Especially, I believe youth dramas like Lovely Runner can serve as a gateway for rising stars in India. So, I think a remake would be a fantastic idea and would give Indian viewers a fresh, enjoyable experience.”
More than just entertainment
For Park, K-dramas are not only storytelling but cultural bridges. “Absolutely. Not just in India, but many global viewers have developed a strong affection for Korean culture through K-dramas. While the shows are planned and produced in Korea, they carry the heavy responsibility and pride of being content that can strongly influence global audiences.”
As CJ ENM strengthens its collaborations with Indian platforms, dramas like Lovely Runner are shaping how global fandoms are built. Lovely Runner is no longer just a Korean success story; it’s proof of how K-dramas have found a second home in India, and how the next wave of collaborations may bring the two entertainment industries even closer.
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