"Even After 20 Years, Hearts Still Flutter"...Who Was 'Yonsama,' the Icon Back in the Spotlight? [Japan-Person-Side]

Winter Sonata Set for Theatrical Release in Japan

A New Era: The First Korean Wave in a Time When Korean Dramas Were Unknown

5,000 Fans Flood the Airport for Bae Yongjun’s Visit... Riot Police Deployed

The original catalyst for the 'Korean Wave' boom in Japan is undeniably the 2002 drama 'Winter Sonata.' In Japan, the remastered film version, 'Winter Sonata Special Edition,' is set to premiere on March 6. Locally, the series is known as 'Fuyu no Sonata' (冬のソナタ), and its abbreviation, 'Fuyu Sona,' is also widely used as a nickname.

Interest in Japan remains strong. Even after 20 years, Bae Yongjun, the star of Winter Sonata and the driving force behind the 'Yonsama craze,' continues to capture the hearts of Japanese fans and is back in the spotlight. This week, in conjunction with the movie release, we look back at the popularity and stories behind Yonsama, a leading figure of the first-generation Korean Wave.

Winter Sonata Japan Special Edition Remastered Version Poster. Eigacom.

Japanese media outlets have widely reported on the film’s upcoming release. Film industry publications raised anticipation for the release by stating, “You can experience the clear winter scenery that television could never fully capture and the emotional tears shared with someone in a theater setting,” and called it “the one and only Winter Sonata dedicated to all Japanese fans.”

Nihon Keizai Shimbun (Nikkei) even conducted an interview with director Yoon Seokho, who led the original series. The 1,400-minute drama was condensed into a two-hour film focusing on the romance between the two protagonists, and remastered in 4K high definition. In the interview with Nikkei, Director Yoon commented, “In an era where the spread of social networking services has reduced opportunities for people to share emotions with one another, I hope this work evokes pure feelings.”

The fervor surrounding Yonsama at the time is well documented in the Japanese press. When he first visited Japan, about 5,000 fans flocked to the airport, and fans who couldn’t secure tickets to the fan meeting filled the area outside the venue. Even the press struggled to find space, with some conducting their coverage from the aisles.

When Bae Yongjun returned to Japan to promote his photo book, the competition among media outlets was so intense that TV station vehicles, motorcycles, and even helicopters were mobilized for coverage as he traveled from the airport to his hotel. Riot police were deployed, and the crowd gathered in front of the hotel was so large that some people were injured, forcing a scheduled event to be replaced by a public apology. There are even anecdotes of Japanese reporters asking each other, “How do you say ‘cheer up’ in Korean?” so they could relay the message to Yonsama.

Drama 'Winter Sonata'. The Asia Business Daily DB.

In Japan, public broadcaster NHK aired Winter Sonata. Until then, most foreign dramas broadcast in Japan were American, and this was effectively the first time an Asian drama was shown. After the series aired, the number of viewer letters sent to the station, which previously might have been one or two per week, surged to 20,000 in a single year. Notably, there were many letters from viewers in their 60s and older. Some even sent traditional letters written with a brush on hanji paper. Many shared personal memories, such as stories of first loves separated by war or connections to their husbands.

After the terrestrial broadcast, the 'Yonsama phenomenon' became a social trend. Magazines featuring Yonsama on the cover sold out during pre-orders, and Korean travel packages to the filming location in Chuncheon surged in popularity. He also became a model for major companies in the advertising industry, and even the way scarves were tied in the drama sparked a 'Yonsama style' fashion trend. With the addition of stars like Jang Donggun, Lee Byunghun, and Won Bin, the media coined the term 'Four Kings of the Korean Wave.' Winter Sonata is credited with serving as a gateway for Japanese audiences to experience Korean culture.

Today, Korean dramas and K-pop are no longer unfamiliar in Japan. However, at the time Winter Sonata aired, Korean dramas were largely unknown, and even the production team was uncertain about how Japanese audiences would respond.

Even now, with Korean idols and content everywhere, the fact that a theatrical release alone generates so much attention is a reminder of just how immense the 'Yonsama craze' was at the time.

'Japan-person-side' concludes its weekly series with this edition. Moving forward, the column will transition to an irregular schedule focused on local interviews in Japan. We deeply appreciate all the interest and support you have shown. Instead, starting Saturday, March 7, we will greet you with a new series, 'What’s the Issue in Japan?', summarizing the week’s local news and trends observed firsthand. We look forward to your continued interest.

This content was produced with the assistance of AI translation services.