'When the Stars Gossip' struggles with ratings despite having a hefty production budget

The new tvN drama 'When the Stars Gossip,' is struggling in viewer ratings, despite a reported production budget of 50 billion KRW (approximately 34 million USD).

'When the Stars Gossip' (written by Lee Young Mi, directed by Kim Sang Ho) is set on a zero-gravity space station and follows Eve (played by Gong Hyo Jin), a boss working in space, and an uninvited guest with a secret mission, Gong Ryong (played by Lee Min Ho), as they navigate life beyond Earth. 

Despite a star-studded cast and a massive production budget, the first episode recorded a national viewership rating of 3.3%, which increased slightly to 3.9% for the second episode. However, the third and fourth episodes fell to the 2% range.

In comparison, competing dramas such as SBS’s 'Love Scout' premiered with a 5.2% rating and surpassed 10% by the third episode, while JTBC’s 'Tale of Lady Ok' also maintained stable ratings above 10%. When considering that tvN’s most anticipated drama of last year, 'Queen of Tears,' started at 5.9% and ended with a 24.9% finale, the numbers for 'When the Stars Gossip' seem all the more disappointing. Even the buzz surrounding actors Lee Min Ho and Gong Hyo Jin has lagged behind that of their competitors, making the show feel like it is drifting aimlessly in zero gravity.

Three major factors have been cited for the underperformance of 'When the Stars Gossip':

1. Unappealing “Zero-Gravity Space Station” Concept
   The show heavily promoted its distinction as "the first Korean drama set in a zero-gravity space station," but this novelty failed to captivate viewers. The blend of sci-fi, romantic comedy, and space-office drama was creative but struggled to resonate with audiences, making it a fatal flaw for engagement. While the ambition to break away from typical melodramas filled with love affairs and clichés is commendable, a drama that fails to connect with viewers becomes meaningless, regardless of its originality.
   

2. Overinflated Expectations from the 50 Billion KRW Budget
   With over 10 billion KRW (approximately 6.8 million USD) allocated solely for VFX (special effects) and CGI to recreate the space station’s interiors and zero-gravity environment, the production was hyped as one of 2025’s most anticipated releases. However, as the saying goes, the higher the expectations, the greater the disappointment. The staggering budget has become a blemish, amplifying the embarrassment of the low ratings.
   

3. Distracting and Unnecessary Bed Scenes
   Another criticism is the overuse of bed scenes, which detracts from the storyline. From the first episode, unexpected intimate scenes between Lee Min Ho and Han Ji Eun, as well as Gong Hyo Jin and Kim Joo Heon, left viewers puzzled. One scene even depicted fruit flies mating on the space station, eliciting bewildered laughter. The show also featured bizarre references to misshapen sperm, ectopic pregnancies, and more, as if every "mating" subplot was thrown in at once. Even the teaser at the end of episode 4 hinted at another bed scene between Lee El and Kim Joo Heon. If this continues, the show’s most memorable scene may end up being Kim Joo Heon’s armpit hair. Fans of screenwriter Seo Sook Hyang, known for her lively romantic comedies like 'Pasta' and 'Don't Dare to Dream' are left wondering if her trademark charm has evaporated, leaving only "floating bed scenes" behind.

The poor performance of 'When the Stars Gossip' has heightened concerns for CJ ENM’s standing as a powerhouse in the entertainment industry. The company, which is facing increasing competition from Netflix and other broadcasting networks, has seen its stock price plummet. After recovering to the 70,000 KRW (47.67 USD) range last year due to positive earnings, the stock has dropped back to the historically low 50,000 KRW (34.05 USD) range.

As market expectations for this year’s performance continue to decline, brokerage firms have lowered their target prices for CJ ENM. KB Securities recently cut its estimate for CJ ENM’s annual operating profit from 298.5 billion KRW (203.3 million USD) to 227 billion KRW (155 million USD), a 24% reduction, and lowered CJ ENM's target stock price from 80,000 KRW (54.49 USD) to 70,000 KRW (47.68 USD). Similarly, Samsung Securities reduced CJ ENM's target price from 91,000 KRW (61.98 USD) to 78,000 KRW (53.12 USD), reflecting a 14.3% decrease.