Scenes from the remastered 2004 melodrama, "I'm Sorry, I Love You" / Courtesy of Wavve
The 2004 melo drama series, "I'm Sorry, I Love You," renowned for its heart-wrenching love story and dedicated fanbase, has been reborn as a director's cut. Surprisingly, it's not just the original fans who are captivated by this reboot. Gen Z, eager to experience the early 2000s vibe, has also embraced the series with open arms.
The drama tells the story of Moo-hyuk (So Ji-sub), a man adopted in Australia who grew up on the streets. He returns to Korea, unaware of when he will die due to a bullet lodged in his head. There, he falls deeply in love with Eun-chae (Im Soo-jung).
The drama not only created a legion of dedicated fans, but also sparked a fashion craze, with Im's rainbow-colored knit and Ugg boots flying off the shelves. The drama's theme song, Park Hyo-shin's version of "Snow Flower," was also a huge hit, with its deeply melancholic melody resonating with viewers.
This beloved series has been reimagined into a six-episode director's cut, exclusively available on the streaming platform Wavve. A special screening event in six theaters nationwide sold out quickly, with a surprising 35.4 percent of attendees being teenagers.
Gen Z is discovering classic dramas through those remastered versions and short clips on YouTube. To cater to both longtime fans and new viewers, Creative Mut has teamed up with Wavve to open a pop-up store at The Hyundai Seoul in Yeouido, allowing fans to immerse themselves in the world of "I'm Sorry, I Love You."
The retro photo zone inspired by the Australian alleyways featured in the drama is set up, transporting visitors back to 2004 when the drama was aired. They can also listen to the drama's soundtrack through the CD players through the pop-up running until Dec. 5.
A pop-up store for the classic Korean drama, "I'm Sorry, I Love You," is seen at the Hyundai Seoul in Yeongdeungpo District, Seoul. Courtesy of Creative Mut
Longing for pure love, retro vibe
Kim So-joong, a 42-year-old office worker who once traveled to Hosier Lane in Melbourne, inspired by the drama, said the biggest draw for younger generations to classic dramas like "I'm Sorry, I Love You" is "the pure and devoted love portrayed in the story."
"It's a kind of pure love that's hard to find these days. Plus, with the retro trend being popular among Gen Z, who intentionally take photos with disposable cameras to capture that nostalgic feel, the drama's visuals have a similar vibe, which is why I think it resonates with young people today," he said.
He added that while watching the drama again, he realized it is truly a masterpiece.
"I remember crying while watching it when I was younger. The overseas filming in Australia made the visuals stunning, and it still looks fresh even today. The rainbow-colored knit and Ugg boots that actor Im wore in the drama are timeless and could easily be considered contemporary fashion," he said.
Lee Seo-hyun, 19, said she had seen short clips from classic dramas and, after reading the engaging comments under them, became intrigued enough to visit the pop-up store.
"The clips feel fresh to me. I often watch edited versions on YouTube. It's fun to read the comments and connect with other viewers," she said.
Seen is a poster for the rematered 2005 romantic drama "My Lovely Sam Soon." Courtesy of Wavve
This is the second part of Wavve's "New Classic Project," aimed at introducing timeless classics to a new generation — one that may be familiar with short clips and memes of older dramas but is unaware of the full stories and their lasting significance. In September, "My Lovely Sam Soon," a beloved 2005 romantic drama starring Kim Sun-a and Hyun Bin, made a triumphant return to screens after nearly two decades.
Kwon Ji-young, a 35-year-old drama fan, recalls being surprised by the refreshing portrayal of the female lead in "My Lovely Sam Soon."
"Sam Soon was a chubby and relatable character, a stark contrast to the typical beautiful and delicate female protagonists. The idea of a handsome man falling in love with her felt more realistic. Isn't it unrealistic for every drama to only feature beautiful couples? The character's age and weight, which were considered unconventional at the time, were groundbreaking," she said, adding that she cannot forget the scene where Sam-soon, after a day of dieting, devoured a bowl of bibimbap (mixed rice dish).
According to experts, Gen Z's appetite for older dramas is set to increase. Culture critic Ha Jae-keun said, "There's a unique innocence and purity in older content that sets it apart from today's shows. This trend of seeking out that authenticity is likely to persist."
Yun Suk-jin, culture critic and professor at Chungnam National University, said, "Streaming platforms' original dramas tend to be more violent and sensational, leading to dopamine overload. With terrestrial and cable dramas losing their former influence, viewers are naturally gravitating towards older, well-crafted dramas that offer a less stimulating viewing experience."
As of Friday, MBC's YouTube channel, "Old Dramas: MBC Classic Dramas," had nearly 4 million subscribers. A summary video of "Princess Hours" (2006) garnered over 25 million views, and summary videos of "My Lovely Sam Soon" attracted between 500,000 and 1 million views.