LG HelloVision launches web variety show 'Bul Gateun Hubae' on HelloLife YouTube channel

LG HelloVision has released an original web variety show called "Bul Gateun Hubae" through its official YouTube channel, HelloLife.

LG HelloVision said Monday the new show would expand its digital content lineup on HelloLife. The channel has accumulated about 1.04 million subscribers and approximately 1.4 billion cumulative views.

"Bul Gateun Hubae" follows comedian Choi Yang-rak as he takes on the role of "Choi Maknae," a 25-year-old entry-level employee born in 2001, placed in various companies and job roles. Rather than delivering information in the conventional variety format, the show captures workplace life and organizational culture through the eyes of an outsider embedded within a company, presented in a fake-documentary style.

LG HelloVision said the show puts Choi's signature humor front and center, including his easygoing Chungcheong dialect and blunt, unfiltered reactions. The comedy stems from the awkwardness of a veteran with more than 40 years of life experience suddenly becoming a new hire, while zeroing in on the moments viewers are most curious about.

LG HelloVision said it particularly expects the story of "Choi Maknae" learning workplace culture from a supervisor in their 20s to spark cross-generational conversation.

LG HelloVision also plans to feature a range of industries through "Bul Gateun Hubae," including beauty and fire department. Each episode follows a different company, documenting a full workday from arrival to departure.

The first episode, released July 2, featured a jewelry company. Choi Yang-rak, in character as new hire Choi Maknae, took part in a jewelry design meeting, visited a model photo shoot, and handled product inspection and packaging. The company said the episode offered a lighthearted look at the full jewelry production process, from design and manufacturing through to quality checks.

LG HelloVision continues to roll out original content on HelloLife — the first YouTube channel in the paid broadcasting industry to surpass 1 million subscribers — including shows such as "Jihae Pick" and "Jisangnyeol's Agami." The company said its strategy is to strengthen competitiveness through differentiated digital content spanning both short-form and long-form formats.

"In 'Bul Gateun Hubae,' viewers will discover a chemistry unlike anything seen in conventional workplace reality shows — a 40-year veteran learning the ropes from a supervisor in their 20s," said Choi Hye-jeong, producer of HelloLife. "We will continue to deliver original content through the HelloLife YouTube channel that audiences can deeply relate to and enjoy."