From Heart to Heart: A Reality Show Bridging City and Country
In May 2025, KBS2 launched a new variety show titled Heart to Heart: Lee Min-jung, featuring actress Lee Min-jung as she travels across rural South Korea in a mobile convenience store. The goal? To deliver daily essentials and build meaningful connections with the locals through conversations, shared meals, and overnight stays. Joining her on this adventure are fellow entertainers Kim Jung-hyun and Kim Jae-won, enriching this journey with camaraderie and deeper dialogue.
An Honest Effort to Reconnect Forgotten Spaces
At its core, Heart to Heart hopes to heal the growing disconnect between urban and rural communities. With cities expanding rapidly and rural populations declining, many older residents in remote towns find themselves isolated – geographically, socially, and emotionally. This show attempts to tackle that issue not with grand speeches, but through genuine, human interactions.
While the celebrity-goes-to-village formula isn't new in Korean entertainment, this version adds a socially responsible twist. The stars don't just visit for laughs or ratings; they provide real, needed items to people who may not easily access them. That sense of purpose sets Heart to Heart apart from other travel or slice-of-life formats.
The Good: Warmth, Understanding, and Community
One standout moment in the series showed a grandmother tearing up as Lee Min-jung handed her fresh vegetables and hygiene supplies — items she typically had to travel hours to find. In another episode, the cast joined villagers in preparing kimchi the traditional way — not for a camera stunt, but for winter storage. Their honest effort to learn and participate humanized the broadcast and reminded viewers of Korea’s deeply shared cultural roots.
By living, cooking, and talking with locals, the celebrities gradually melt away the perceived cultural divide. Rural ways are not romanticized or glossed over — they’re simply shown as they are, with imperfections and all. This matters, especially in a society where urban lifestyles often dominate media portrayal. For viewers, it offers a window into the lives of their parents, grandparents, or earlier selves that modern Seoul life may have forgotten.
Importantly, the program fosters a positive impression of older generations and rural resilience — messages that counteract the ageism and centralism (Seoul-centered mindset) prevalent in pop culture. Young viewers see elders not as burdens but as repositories of experience, identity, and kindness. That's refreshing.
The Bad: Short-Term Goodwill, Long-Term Skepticism
Despite its noble goals, the show hasn't dodged criticism. Some viewers question its longevity. A mobile store that shows up once and never returns may offer poignant TV content, but what does it leave behind? A sense of being helped? Or a reminder that help is temporary? If the effort isn't sustained or supported by local authorities, it risks becoming just another feel-good illusion.
There are also legitimate concerns around privacy. Villagers, many of whom are elderly and unused to cameras, find themselves suddenly exposed. Some interactions—however heartwarming on-screen—may be intrusive in real time. After all, these aren't trained actors participating as equals; they're ordinary people being visited and watched.
From a production standpoint, there's a risk in leaning too heavily on the sincerity of its stars. Lee Min-jung, known more for polished dramas than improv realness, is adapting well — but what happens if the emotional weight gets too heavy? Critics worry that even with the best intentions, a celebrity-centered format can't fully avoid tokenizing either people or places.
Balancing Good Intentions and Execution
Heart to Heart walks a delicate line. It's a warm, hopeful project aiming to rediscover forgotten Koreans — not in a patronizing way, but on their own terms. But its success depends on two key factors: continuity and authenticity.
For continuity, producers and sponsors must find ways to revisit these villages or partner with local governments to turn one-time visits into ongoing support. Donations, digital contact networks, or follow-up services could turn episodes into blueprints for rural wellness, not just ratings spikes.
For authenticity, editing must respect the dignity of locals—and avoid squeezing every tear or laugh into digestible morality tales. The emotional arcs should arise naturally. The show must ask: are we here for TV, or are we truly listening?
In today's noisy media landscape, Heart to Heart proves that soft storytelling — backed by care, context, and compassion — still holds power. Whether that power translates into real-world change remains to be seen. But even planting the seed of empathy in viewers’ hearts could be meaningful enough.
