Influencers are Replacing the Traditional Celebrities on Korean Variety Shows?

As social media took off, more people began turning their platforms into full-time careers. Becoming a social media influencer quickly became one of the most popular paths. But as influencers gained more attention, fans started noticing a shift. More influencers are appearing on variety shows and entertainment programs, and some are wondering if they're slowly replacing traditional celebrities.

Just a few years ago, shows like 'Running Man' mostly invited A-list celebrities. Guests were usually actors like Kim Ji Won, idols like EXO, or top stars like Park Seo Joon. Today, many shows focus more on everyday routines and real-life stories. Programs like 'I Live Alone', 'Omniscient Interfering View', and 'Please Take Care of My Refrigerator' are more about getting a peek into someone's lifestyle than watching them compete in games.

That change opened the door for influencers to start showing up. Beauty creator Risabae was featured on 'I Live Alone'. Mukbang star Tzuyang has been a guest as well. Food reviewer Pongja built a following by ranking restaurants and has appeared on several shows too. What used to be mostly reserved for trained celebrities is now shared with internet personalities.

Some viewers aren't happy with the change. They argue that influencers aren't real celebrities and shouldn't take the spotlight away from trained entertainers who spent years honing their craft. Singing, acting, dancing, and going through the trainee system have always been the standard path, and for some fans, that deserves more respect. On the other hand, others say influencers feel more relatable and grounded. Many of them started with nothing, growing their platforms on their own without the backing of agencies. That kind of hustle makes their success feel more personal and, in some cases, even more admirable.

There’s no denying the influence of social media today. Still, the rise of online personalities has made some fans question whether it's becoming harder for traditional idols and actors to get noticed. Is this shift opening up the industry to new kinds of talent, or is it changing the definition of what it means to be a celebrity in Korea altogether?

What’s your take? Are influencers bringing something new to the table, or should variety shows go back to focusing on trained celebs?