A 0.1% Rating in Korea, But this K-Drama Becomes a Surprising Sensation in Italy

The drama 'Thirty', starring Song Ji-eun and Park Ki-woong, has been making waves for its unique format and international appeal.

The series premiered on January 16 at 11:30 PM KST on the DramaMax channel, presenting its five 30-minute episodes in a back-to-back broadcast. However, limited exposure on a cable channel and the late airtime resulted in a lackluster Nielsen Korea rating of just 0.1%.

Surprising Buzz in Italy

In contrast to its reception in Korea, 'Thirty' has sparked a surprising buzz in Italy, signaling its potential on the global stage. During the 2024 Milan K-Content Planet event, select episodes were previewed to an audience that responded with enthusiastic praise. The themes revolving around life at 30 struck a universal chord, earning the series widespread admiration.

A Story of Growth and Reflection

As the title suggests, 'Thirty' delves into the struggles and love lives of people navigating their 30s. The protagonist, Seo-eun, faces a string of misfortunes as her twenties come to an end, prompting her to reflect on her past and carve a new path forward. Directed and written by Kim San, the drama delivers heartfelt moments and comforting messages that resonate with audiences.

Kim San, who previously won Best Picture at the Riverside Film Festival, has been lauded for crafting relatable and emotionally engaging narratives. 'Thirty' was also recognized as part of a new creator debut support program, highlighting its artistic merit.

Starting January 23, 'Thirty' will be simultaneously available on Korean OTT platform TVING and Japan’s Amazon Prime Video, broadening its reach to a larger audience. The series is expected to gain fresh evaluations and a wider following through these platforms.

Producer Hong Seung-jin of 'kumkangsh' expressed high hopes for the drama, stating, “I hope this series provides comfort and resonance to audiences of all ages around the world."