1. Introduction: The 'Sun-jae Fever' Endures

The 2024 tvN drama 'Lovely Runner' became a monumental work for actor Byeon Woo-seok. Through this project, portraying the character 'Ryu Sun-jae', he experienced syndrome-level popularity and instantly rose to become a mainstream actor. Even though nearly a year has passed since the drama ended, the 'Sun-jae fever' has not cooled down, proving that his acting skills and charm have deeply imprinted on the public.

Notably, April 8, 2025, marked the first anniversary of 'Lovely Runner's premiere, remembered as a significant day for both Byeon Woo-seok himself and his fans ('Wooseok's Mailbox' - Uchetong). This report aims to provide in-depth information on Byeon Woo-seok's current status and future prospects as of April 9, 2025, by comprehensively analyzing his major activities since 'Lovely Runner', preparations for his next project, his status in the advertising industry, agency and fandom trends, and the actor's own thoughts and future vision.

2. Post-'Lovely Runner' Activities & Status

Even after the drama's conclusion, Byeon Woo-seok has consistently maintained high popularity and communicated with the public through various activities, proving his star power is sustainable beyond a temporary syndrome. He resumed social media activity in August 2024 after a brief pause following a controversy, and recently celebrated the 'Lovely Runner' anniversary on April 8, 2025, by sharing numerous unreleased behind-the-scenes photos on his SNS, expressing gratitude to fans and showing affection for the work.

His '2024 ByeonWooSeok Asia Fanmeeting Tour SUMMER LETTER' was a resounding success, selling out all 12 shows across 8 cities from June to September 2024. He thrilled fans with performances of 'Lovely Runner' OSTs and special stages. The intense ticketing competition highlighted his explosive popularity. Furthermore, his rising status was recognized through awards like the 'Favorite Global Trending Music Award' at the 2024 MAMA Awards for the OST 'Sudden Shower' and, significantly, a nomination for Best Actor (TV) at the 61st Baeksang Arts Awards in 2025 for his role as Ryu Sun-jae, proving critical acclaim for his acting. Fan support remains strong, reflected in top rankings in various polls.

Highlight Activities Post-'Lovely Runner'

3. Next Project: '21st Century Grand Prince Consort'

Following intense interest in his next move, Byeon Woo-seok has confirmed his lead role in the new MBC drama '21st Century Grand Prince Consort' (working title) after careful consideration. Preparations are now underway for this highly anticipated project. The drama is set in a fictional 21st-century South Korea under a constitutional monarchy. Byeon Woo-seok will portray 'Grand Prince Ian', the king's second son who holds no real power.

The story revolves around his character engaging in a romance that transcends social status with 'Sung Hee-joo', played by top star IU. Sung Hee-joo is an heiress from a chaebol family but technically of commoner status. The pairing of Byeon Woo-seok and IU alone has generated significant buzz, with high expectations for their on-screen chemistry. Production is helmed by PD Park Joon-hwa, known for hits like 'What's Wrong with Secretary Kim' and 'Alchemy of Souls', further raising anticipation for the drama's quality. Filming is expected to begin by the end of April 2025, aiming for a broadcast later in the year, though scheduling remains officially undecided. Byeon Woo-seok has expressed strong enthusiasm for the project, eager to portray a new type of character.

'21st Century Grand Prince Consort' At a Glance:

• Genre: Fictional Historical Romance (Constitutional Monarchy Setting).
• Byeon Woo-seok's Role: Grand Prince Ian (King's powerless second son).
• Co-Star: IU (as Sung Hee-joo, commoner heiress).
• Director: Park Joon-hwa ('What's Wrong with Secretary Kim', 'Alchemy of Souls').
• Production: Jointly by MBC & Kakao Entertainment.
• Filming Start (Expected): End of April 2025.
• Broadcast Target: 2025 (Schedule TBD).

4. Advertising Blue Chip: Brand Power

Since 'Lovely Runner', Byeon Woo-seok has rapidly emerged as one of the most sought-after models in the advertising industry, becoming a true "blue chip." His soaring popularity and positive image have attracted love calls from a diverse range of brands, a status proven by tangible brand reputation metrics.

He has consistently dominated the 'Advertising Model Brand Reputation' index published by the Korea Business Research Institute. Since June 2024, he has maintained top ranks, securing the coveted #1 spot multiple times in 2025 (including January, February, and April), often surpassing formidable stars like BTS, BLACKPINK, and Cha Eun-woo. His high positive evaluation rate (reaching 92.01% in February 2025) confirms his favorable image among consumers. This quantified influence clearly demonstrates his effectiveness to advertisers. His ability to represent vastly different categories simultaneously, from luxury goods to mass-market food and finance, underscores his broad appeal across demographics.

5. Agency & Fandom Trends

Byeon Woo-seok's activities are managed by Varo Entertainment, an agency established in 2020 by executives with experience from BH Entertainment. He joined Varo upon its founding, based on strong trust with the staff, alongside other talented actors like Jin Goo and Gong Seung-yeon. The agency communicates through official channels like Naver Post, Instagram (@varoent_official), and the official Daum fan cafe, 'Wooseok's Mailbox' (Uchetong). Byeon Woo-seok also interacts with fans directly via Weverse.

However, the agency faced criticism following an 'excessive security' controversy at Incheon Airport in July 2024, where security's strict control inconvenienced passengers. Varo Entertainment's delayed apology and perceived responsibility shifting drew backlash, highlighting potential growing pains in managing a rapidly ascended global star. This incident sparked discussions about agency responsibility in image management. Despite this, the official fan cafe remains active with over 100,000 members sharing news and support, and the agency utilizes multiple platforms (Daum Cafe, Weverse, Instagram) in a multifaceted strategy to engage with both domestic and international fans.

Example Advertising Contracts (Mid-2024 ~ Apr 2025)

6. The Actor's Perspective & Future

Insights into Byeon Woo-seok's mindset come from various interviews. He often expresses gratitude and slight bewilderment at the success of 'Lovely Runner', attributing it partly to overcoming past struggles (reportedly failing over 100 auditions). He remains humble, emphasizing sincerity and gratitude, cherishing fans' unconditional love. The biggest internal change he notes is 'increased confidence', finding courage thanks to fans warmly recognizing him as 'Sun-jae'.

He doesn't rest on his laurels, maintaining a philosophy of continuous learning ("I was always at the beginning") and giving his best in every moment. He defines 'youth' not by age but by the act of dreaming and challenging. Regarding the strong 'Ryu Sun-jae' image, he shows affection for the character but feels no rush to shed it, confident he can show a new side naturally in his next project, '21st Century Grand Prince Consort'. His focus is on long-term growth as an actor through steady effort, rather than short-term results. This grounded perspective suggests a sustainable career path.

Byeon Woo-seok's Key Perspectives:

• Humility & Gratitude: Expresses thanks for success, mindful of past struggles.
• Increased Confidence: Success has brought more courage, aided by fan recognition.
• Continuous Learning: Believes he is "always at the beginning," focusing on effort.
• Definition of Youth: Views youth as the moment of dreaming and challenging, regardless of age.
• Long-Term Growth: Aims for steady development as an actor over short-term gains.
• Affection for 'Sun-jae': Cherishes the character while looking forward to new roles.