Netflix is doubling down on its Korean content strategy with “Variety,” a new series that pairs A-list talent Son Ye-jin with rising star Jo Yu-ri in a drama set in the world of K-pop.
The casting represents a savvy move by the streamer, combining the proven global appeal of “Crash Landing on You” veteran Son Ye-jin with Jo Yu-ri, whose breakout role as player 222 in “Squid Game” Seasons 2 and 3 positions her as one of Korea’s most promising young actors.
Behind the camera, Netflix is betting on Kim Yong-hoon, whose “Mask Girl” became a hit for the platform, spending four weeks in the Global Top 10 Non-English TV rankings and claiming the No. 1 spot in its second week. Known for his signature visual style and masterful tension-building in crime stories, Kim now turns his lens to the glamorous yet cutthroat world of K-Pop, exploring the fierce desires and ambitions that drive it.
The series aims to examine the complex dynamics between industry executives and fans. Son Ye-jin’s Se-eun, a top entertainment executive fighting to revive a struggling idol group, reflects the high-stakes nature of Korea’s entertainment business. Meanwhile, Jo Yu-ri’s Seung-hui — an obsessive fan — allows the former Iz*One member to explore the fan-idol dynamic from a perspective she knows intimately.
Jo Yu-ri’s casting is particularly noteworthy given her unique position as both a former K-pop idol and emerging dramatic actor. Her transition from the music industry to Netflix’s prestige content slate mirrors the broader evolution of Korean entertainment, where boundaries between different media sectors continue to blur.
The project reunites Netflix with powerhouse production partners CJ ENM Studios and UNU, part of the streamer’s ongoing investment in Korean content that has paid massive dividends following the global success of originals like “Squid Game” and “Kingdom,” as well as internationally distributed hits like “Crash Landing on You.”
For Son Ye-jin, “Variety” represents another strategic Netflix partnership as she continues to build her post-“Crash Landing on You” career. The actor is also attached to Park Chan-wook’s “No Other Choice” and Netflix’s period drama “Scandals,” positioning her as one of Korea’s most in-demand talents across both film and streaming platforms.
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