[theqoo] WHY IS THE CELEBRITY GIFT EXCHANGE SHOW "THE SECRET FRIENDS CLUB" SO UNAPPEALING?

The celebrity variety show The Secret Friends Club, which features stars exchanging gifts and maintaining relationships while hiding their identities. has been struggling to rise above ratings in the 1% range. Despite a star-studded lineup including Jennie, Dex, Choo Sung-hoon, and Lee Soo-ji, it has failed to generate significant buzz.

Premiering on March 1 on MBC, the program brands itself as a chaotic undercover gift-delivery variety show. Season 1 features Choo Sung-hoon, Noh Hong-chul, Dex, and Jennie, while Season 2 includes Park Myung-soo, Hong Jin-kyung, Jung Hae-in, and Go Youn-jung. Although the lineup rivals that of an entertainment awards ceremony, the ratings have been disappointing. According to Nielsen Korea’s nationwide household ratings, the first episode started at 2.1%, but dropped to 1.6% for Episode 2 and 1.3% for Episode 3.

The first criticism centers on the show’s concept itself. The format: celebrities carrying out secret missions and building relationships through gift exchanges has already been widely used in past variety shows. In particular, similar segments appeared on Infinite Challenge, making the premise feel not just familiar but déjà vu–inducing for viewers.

However, the bigger issue is not simply the familiarity of the format. Even well-worn concepts can feel fresh with creative reinterpretation. But The Secret Friends Club has yet to demonstrate that potential. Although the cast members each have distinct charms, they do not seem to be reborn as new or compelling characters within the show.

Simply exchanging gifts does not easily build deep emotional arcs. Afterward, the cast gathers in the studio to reflect on observing one another, but this falls short of delivering meaningful relational dynamics. In deception-and-tracking variety formats like this, viewers typically find enjoyment in the cast’s sincere worries or unpredictable chemistry. Instead, the current show focuses heavily on completing missions, giving the impression that situations move too quickly for emotional connections to develop naturally.

Additionally, changing audience sensibilities have diminished the appeal of this type of “secret friend” variety format. In the past, merely seeing celebrities’ everyday lives felt fresh. Today, however, YouTube and social media have already widely exposed the private sides of entertainers. A simple setup of “celebrities hanging out together” no longer guarantees competitiveness.

As it stands, The Secret Friends Club feels overly celebrity-centered, making it difficult for viewers at home to empathize or experience dramatic excitement. It has yet to secure a broad, relatable appeal.

source: https://m.entertain.naver.com/home/article/469/0000916890

original post: here

1. It's because they're just flaunting their network, what is there to see? ㅋㅋㅋㅋㅋㅋ

2. Celebrities are all at the level of buying buildings and real estates, so it's so disingenuous to see them exchange small gifts like that

3. It's so boring

4. Even celebrities travel variety shows are boring, you're expecting us to enjoy seeing them exchange gifts? We really need to revive the genre of experimental living

5. What's so fun about seeing celebrities give each other gifts?

6. Celebrities friendships are so boring. I much rather watch Youtubers who are commoners exchange gifts with each other instead

7. Why don't they cast commoners instead? I feel like it'll be better than seeing celebrities do that

8. Honestly is anyone curious about what celebrities gift to each other???

9. I want to see commoners exchange gifts instead

10. This is just so out of touch and boring. It could've been so much more entertaining, but it's not ㅠㅠ All the cast are likable, but how is it this boring? ㅠㅠ

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