"Not just in front of the camera, but also behind it, they direct themselves."
Han Ga-in took out a book, Ko So-young opened her makeup table, Go Hyun-jung grilled seaweed, and Choi Hwa-jung called her friends. The place where they gathered is not a broadcasting station, a movie set, or a grand stage. It’s a kitchen, a living room, a street, and a study. Within the radius of daily life, they reveal their true 'selves' rather than acting. The most unofficial space has become the most honest stage.
Stars in their 40s and 50s are entering the YouTube world, which has been led by actors in their 20s and 30s. They are presenting various content based on their unique colors and experiences, communicating with multiple generations. While they had to wait for the choices of agencies, broadcasters, and OTT platforms in the existing broadcasting system, on YouTube, they plan, direct, and control their own time.
Actress Lee Min-jung joined this trend by opening her YouTube channel 'Lee Min-jung MJ' last year. Sharing her daily life, including cooking and shopping without makeup, shows her transition from 'star' to 'everyday person.'
Han Ga-in opened her channel 'Free Woman Han Ga-in' last year, breaking away from her previous elegant image to showcase both her intellectual charm and clumsiness, building a new character through YouTube.
Lee Mi-sook launched her YouTube channel 'Lee Mi-sook + Sook's Mi-sook' last May, shedding her past 'charisma' and showing her own simple life.
Choi Hwa-jung, who stepped down from radio after 27 years, also turned to YouTube. She opened 'Hello, this is Choi Hwa-jung' last May and is experiencing another peak. Her content, which enjoys 'everyday life like a show' and 'life like a festival,' naturally immerses viewers and shows explosive potential.
Ko So-young shares her daily life at home, showing the 'reality of a working mom' rather than a 'perfect top star.' Using this as a stepping stone, she is appearing in fixed entertainment for the first time in 33 years through MBN's 'Oh Eun-young Stay.'
Go Hyun-jung and Kim Nam-joo have transformed on YouTube, breaking away from the label of 'actress' to become 'person' Go Hyun-jung and 'person' Kim Nam-joo. Go Hyun-jung grilled seaweed in her kitchen and walked through unfamiliar alleys. Kim Nam-joo shared her ordinary life while putting down the title of actress and enjoying a cup of tea.
Why did they turn to the YouTube stage? The 'customized communication' method using online space is read as an effective strategy to narrow the psychological distance with the public. A space where they exist as 'me' rather than 'celebrity' is the reason they chose YouTube. The digital ecosystem has also changed. Viewers no longer want a refined star image but seek raw authenticity.
Some interpret their YouTube activities as a 'second source of income.' In fact, beauty, parenting, and lifestyle-related content have high PPL connectivity. Personal branding for actors is also possible. However, it is hard to see it as a choice made solely for profit. The way they participate from the content planning stage shows that they are transforming from mere 'brands' into 'producers.' Lee Min-jung naturally incorporates her life with her husband Lee Byung-hun, creating a narrative that goes beyond being a 'celebrity couple.'
Actors breaking away from mystique and unfolding their lives as content. For them, YouTube is not a comeback but a runway opening another peak.
