[BL in the Sunshine] 'Beulloming' Director: "Won't the Day Come When We Can Watch It on TV and in Theaters?"

'Blooming' Released on March 31
Directed by Hwang Da-seul
BL Content Production Boom
"Raising Viewer Standards... Expecting Competition for Quality Content"

[Asia Economy Reporter Lee Isul] K-content is achieving remarkable success overseas. Is there any country as passionate about content as South Korea? From fan fiction to webtoons, online video services (OTT), TV dramas-variety shows, and movies, a wide range of works are consumed.

Content users of this era are embracing diverse cultures. As they develop a mature attitude of consuming content flexibly and without prejudice, the content market has also changed. Riding this trend, BL (Boy's Love) content, which was once read quietly in the shadows, has come into the mainstream.

The origin was fan fiction. Fan fiction refers to fictional stories featuring members of favorite idol groups as protagonists. These evolved into webtoons and web novels, becoming a lucrative market. Amid growing interest in the fantasy genre of BL content, even paid content has succeeded, making it a hot genre.

Webtoons become movies, and dramas become webtoons again. Well-made IPs (intellectual property rights) play a vital role by transforming into various forms. Investment and distribution company NEW also rolled up its sleeves. The film division created a content planning team dedicated to new media and secured various web IPs.

They first released the BL drama "Blooming." Adapted and produced from the popular BL webtoon "Something is Wrong with Popularity," which recorded a cumulative 230,000 views, it was released on various platforms including Naver Series On on the 31st of last month. Additionally, it is scheduled to be released in June through global video streaming platform iQIYI and NBC Universal Entertainment Japan.

"Blooming" is a campus romance drama depicting the story of Siwon and Daun, film students, starring actors Kang Eunbin and Jo Hyukjun. Director Hwang Daseul, who directed "To My Star" and "Where Your Eyes Linger," took the helm.

Director Hwang, considered a first-generation director of BL dramas and known for building a solid fandom with his stylish direction, said in a recent interview with Asia Economy, "Continuous support from fans is the greatest driving force." He added, "No matter how well-made a work is, it is meaningless if it is ignored in the market. Because BL content has been consistently applauded domestically, many production companies, directors, and actors have become interested."

Director Hwang also said, "As a director, I welcome the market trend where one IP is consumed in various ways through one source multi-use. The monetization and video adaptation of webtoons and web novels, along with the emergence of OTT, have opened new markets. We can freely produce content that reflects viewers' diverse tastes."

When asked about the appeal of BL content, Director Hwang pointed out "the fact that it does not deal with tragic and dark stories." "It tells the pure love of two protagonists. The difference from existing romance is that it can be expressed more brightly and cutely. In fact, we have received support from many LGBTQ individuals. Hearing that it provides comfort made me feel the genre's charm even more."

Concerns also arise. As competition in BL content intensifies, it may lose its center and direction. Director Hwang said, "As production becomes more active, I personally feel that viewers' standards are rising. I want to deliver the beautiful message of the work without problems, but I believe creators grow by accepting various criticisms. On the other hand, I am grateful to fans who give honest evaluations. I look forward to seeing what kind of evaluation 'Blooming' will receive."

"I hope many high-quality contents will continue to come out in the market. If an atmosphere is formed where it is easier to access, and works are made with grit and consumed more, wouldn't BL dramas that have surfaced be able to become mainstream? My wish is that 'Blooming' will be seen as a beautiful story."

There are still viewers who feel unfamiliar with BL content. Some view it with prejudice. Director Hwang said, "It is something I have experienced from the beginning. Since not everyone can like a completed work, I did not mind, but it was disappointing when I faced direct discrimination and prejudice."

"As a director, my goal is to live through the world until the end. I hope everyone does the same. If someone creates a work that brings joy or comfort, even if some dislike it, I believe there will be people who gain strength from it. Isn't that meaningful as a creator?"

Will there ever be a day when BL content is scheduled on terrestrial broadcasting or shown in theaters? Director Hwang said, "It won't be easy, but it will happen soon. In Japan, domestic dramas have already been scheduled on terrestrial broadcasts and some have been screened in theaters. As the market grows, I believe it won't be impossible."