'Real life Squid Game': Kim Sae-ron's death exposes Korea's celebrity culture

South Korean actress Kim Sae-ron's suspected suicide has once again sparked criticism of the South Korean entertainment industry. While the industry creates stars, it also subjects them to immense pressure and intense public scrutiny. This has led to concerns about the mental health and well-being of celebrities in the industry.

Kim Sae-ron was found dead at her home in Seoul on Sunday at the age of 24. This followed a period of intense negative news coverage and online abuse after she was convicted of drunk driving in 2022. Police have not released further details about her death, but the incident has prompted widespread reflection on the pressures faced by celebrities.

Experts believe the circumstances leading to this tragedy are depressingly familiar. Several other celebrities have also seen their careers derailed and ultimately chose to end their lives due to cyberbullying. Kim Sae-ron's funeral was held on Wednesday, but analysts say they are not optimistic that her death will bring about meaningful change in the industry's culture.

The South Korean entertainment industry currently enjoys immense popularity worldwide. It is estimated that there are over 220 million Korean entertainment fans globally, four times the population of South Korea. However, the darker side of the entertainment industry is increasingly coming under scrutiny, highlighting the need for reforms.

South Korea is known for its highly competitive culture, which permeates all aspects of life, from education to career. South Korea has one of the highest suicide rates among developed countries. While the overall suicide rate is declining, the number of suicide deaths among people in their 20s is rising. The pressure on celebrities is particularly intense, as they face immense pressure to maintain a perfect image and are subject to the demands of zealous "superfans" who can make or break their careers.

As a result, even minor missteps can lead to the end of a career. Kim Sae-ron became so unpopular that her scenes were cut from the Netflix drama "Bloodhounds," which aired in 2023. South Korean culture critic Kim Heon-sik told the BBC: "It is not enough to be punished by law, celebrities are also subject to relentless criticism." He cited K-pop artists Sulli and Goo Hara, who died by suicide in 2019 after a long battle with online trolls, despite having no known legal violations.

Kim Heon-sik also told the BBC that cyberbullying has become a money-making tool for some. "YouTubers get views, forums get engagement, and news outlets get traffic. I don't think [Kim Sae-ron's death] will change that. There needs to be harsher criminal penalties for posting malicious comments." The current legal framework needs to be reevaluated to better protect celebrities from online harassment.

Kim Sae-ron's father blamed a YouTuber for her death, claiming that the controversial videos they posted caused her deep emotional distress. Others have pointed fingers at some local media outlets, which reportedly fueled public animosity towards Kim Sae-ron by reporting unverified claims. "This media-driven character assassination must stop," the Citizens' Coalition for Democratic Media said in a statement on Tuesday.

Ro Jong-ho, a professor of psychiatry at Yale University, likened South Korea's string of celebrity deaths to a real-life version of the hit South Korean Netflix series "Squid Game," in which debt-ridden people fight to the death for a huge cash prize. "Our society abandons those who fall and then moves on as if nothing happened... How many more lives must be lost before we stop imposing this destructive, suffocating sense of shame on people?" he wrote on Facebook. "Drunk driving is a big mistake. If such behavior is not punished, there is a problem with our legal system. However, a society that buries those who make mistakes without giving them a second chance is unhealthy," Professor Ro added.

Last year, the BBC reported on how notorious "superfans" in the K-pop industry try to dominate their idols' private lives – from their romantic relationships to their daily activities outside of work – and are unforgiving when things go off-script. It is therefore not surprising that Kim Sae-ron chose to withdraw from public view after being convicted of drunk driving, for which she was fined 20 million won (about £11,000) in April 2023.

However, it is worth noting that not all public figures are treated the same. Politicians, including opposition leader Lee Jae-myung, have also had records of drunk driving, but they have been able to make a comeback – polls show that Lee Jae-myung is now a strong contender for the country's presidential office. K-pop columnist Jeff Benjamin says that in South Korea, when artists do something that damages their "idol" image, it is "extremely difficult" for them to recover.

He contrasted this situation with the Western entertainment industry, where controversy and scandal can sometimes even give a celebrity's reputation "a rock star-like edge." "While no one is cheering on a Hollywood celebrity for getting arrested for drunk driving or going to jail for a major crime, it doesn't necessarily lead to the end of a career," he said.

While the South Korean entertainment industry has taken steps to address the mental health of performers, it is unclear how effective these measures have been. Mr. Benjamin said that real change will only happen when there are no longer economic or attention-based incentives to continue with this intrusive reporting. A fundamental shift in the industry's culture and practices is needed to protect the well-being of its artists.